2. Market Segmentation
Market segmentation involves grouping your
various customers into segments that have
common needs or will respond similarly to a
marketing action.
Each segment will respond to a different
marketing mix strategy, with each offering
alternate growth and profit opportunities.
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5. Positioning
Positioning is developing a product and brand image
in the minds of consumers.
It can also include improving a customer’s
perception about the experience they will have if they
choose to purchase your product or service.
The business can positively influence the perceptions
of its chosen customer base through strategic
promotional activities and by carefully defining your
business’ marketing mix.
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6. Positioning
Effective positioning involves a good understanding
of competing products and the benefits that are
sought by your target market.
It also requires you to identify a differential advantage
with which it will deliver the required benefits to the
market effectively against the competition.
Business should aim to define themselves in the eyes
of their customers in regards to their competition.
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8. Measurable
The size, needs, purchasing power, and
characteristics of the customers in the segment
should be measurable. Quantification should be
possible.
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9. Divisible
The segments should be differentiable.
There must be clear-cut basis for dividing
customers into meaningful homogeneous
groups.
They should respond differently to different
marketing mixes.
There should be differences in buyer’s needs,
characteristics and behaviour for dividing in
groups.
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10. Accessible
The segment should be reachable and serviceable.
It should be accessible through existing marketing
institutions, such as distribution channels,
advertising media and sales force.
There should be middlemen to distribute the
products.
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11. Substantial
The segment should be substantial. It should be
large enough in terms of customers and profit
potential.
It should justify the costs of developing a separate
marketing mix.
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Baneshwor
12. Actionable
: It should be actionable for marketing
purposes.
Organizations should be able to design and
implement the marketing mix to serve the
chosen segment
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13. Approaches for Segmenting the
Rural Market
Based on Size of Village Population
Based on Location with Respects to Nearby Town
Based on Size of Farmland
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14. Based on Size of Village population
Population No. of Villages %
Less than 200 114,267 17.9
200-499 155,123 24.3
500-999 159,400 25
1,000-1,999 125,758 19.7
2,000-4,999 69,135 10.8
5,000-9,999 11,618 1.8
10,000 & above 3,064 0.5
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15. Based on Location with Respects to Nearby
Town
Villages Near Urban Centers.
Villages in Developing Districts
Immobile and self sufficient Asiatic Villages
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16. Based on Size of Farmland
Marginal Farmer : holding up to 1.0 hectare
Small Framer : holding 1.0-2.0 hectare
Semi-medium Farmer : holding 2.0-4.0
hectare
Medium Farmer : holding 4.0-10.0 hectare
Large Farmer : holding 10.0 hectares and
above
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