1.
Prof Prashant Kumar Gupta
Jain College Of MBA & MCA

2.
Mass Marketing
 Seller engages in mass production
 There is mass distribution
 Mass promotion to all buyers
 It creates large potential market
 This leads to low cost and high margin
 But these days rising prices of advertisement and
distribution is making it difficult

3.
Micro-Marketing
Segment
Marketing
Customerisation
Micro
Marketing
Local Marketing
Niche Marketing

4.
Micro Marketing
:Segment Marketing
Market Segment consists of consumers who share
similar
Key Benefits:- set of needs and wants
• Better design of the product
• Better price
Sector and segment are different, for
•eg:Better Indian middle class is a sector
Young delivery of product or service
• Better marketing activities
 Segment is identified not created

5.
Defining Market Segments
Homogeneous
Preference
• Roughly same preference
• No natural segments
Diffused
Preference
• Preference may be scattered
• Several brands exist
Clustered
Preference
• Distinct preferences
• Natural market segments exist

6.
Micro Marketing
:Niche Marketing
Narrowly defined customer group seeking a distinctive mix
Companies in niche of benefits
marketing:-
• Are found in stable market
• Family owned or segments into
 Identified by dividingclosely held sub segments
• Long Lived
 Customer in niche has a distinctive set of needs
• Offer superior performance
• and is ready to Servicepremium for it.
Responsive pay a
• Punctual delivery
 Niche is usually small and attracts only a few
• Customer Cream focused on cracked heels
 Eg: Crack SR Intimacy

7.
Micro Marketing
:Local Marketing
 Serving to tailored needs and wants of local customer
groups( trading areas, neighbourhood, individual
stores, etc.)
 Local Marketing reflects a growing trend called
grassroots marketing where marketing activities are
focused on getting close to individual customers.
Eg: Nike sponsors local school sports teams

8.
Micro Marketing
:Customerisation
 One-To-One Marketing
 Companies allow individuals to customise their
products
 Major advantage is that no information is required
about the customer
 However product may be hard to repair and may cost
more.

9.
THANK YOU…!