Introduction

It is quite obvious that different consumers want to buy different products. In order to meet these different needs, manufacturers and sellers strive to identify groups of consumers who are likely to respond positively to the products offered and focus their marketing activities primarily on these groups.

Here it is appropriate to recall the Pareto law (80-20) based on statistical data, according to which 20% of consumers buy 80% of goods of a certain brand, representing a generalized group of target consumers, for certain reasons focused on this product, the remaining 80% of consumers buy 20% of goods of this brand and do not have a clear choice. Manufacturers seek to target their products and marketing activities to these 20% of consumers, and not to the entire market as a whole such a strategy market activity turns out to be more efficient.

An in-depth study of the market implies the need to consider it as a differentiated structure depending on consumer groups and consumer properties of the product, which in a broad sense defines the concept of market segmentation.

Market segmentation represents, on the one hand, a method for finding parts of the market and determining the objects to which the marketing activities of enterprises are directed. On the other hand, it is a managerial approach to the decision-making process of an enterprise in the market, the basis for choosing the right combination of marketing elements. Segmentation is carried out in order to maximize the satisfaction of consumer requests in various goods, as well as to rationalize the costs of the manufacturer for the development of a production program, the release and sale of goods.

The objects of segmentation are, first of all, consumers. Highlighted in a special way, having certain common features, they constitute a segment of the market. Segmentation refers to the division of the market into segments that differ in their parameters or response to certain types of activities in the market (advertising, marketing methods).

Despite the possibility of segmenting the market for various objects, the main focus in marketing is on finding homogeneous groups of consumers who have similar preferences and respond in the same way to marketing offers.

A necessary condition for segmentation is the heterogeneity of customer expectations and customer states. Sufficient for the successful implementation of the principles of segmentation are the following conditions:

- the ability of an enterprise (organization) to differentiate the marketing structure (prices, methods of sales promotion, places of sale, products);

* the selected segment should be sufficiently stable, capacious and have growth prospects;

ѕ the enterprise must have data on the selected segment, measure its characteristics and requirements;

* the selected segment must be accessible to the enterprise, i.e. have appropriate channels for the sale and distribution of products, a system for delivering products to consumers;

* the enterprise must have contact with the segment (for example, through personal and mass communication);

* evaluate the protection of the selected segment from competition, determine the strengths and weak sides competitors and their own competitive advantage.

Only after receiving answers to the above questions and evaluating the potential of the enterprise, it is possible to make a decision on market segmentation and the choice of this segment for a particular enterprise.

A market segment is a group of consumers characterized by the same type of reaction to the product offered and to a set of marketing incentives.

The main reasons for segmentation are:

1. A better understanding is provided not only of the needs of consumers, but also of what they are (their personal characteristics, the nature of behavior in the market, etc.).

2. Provides a better understanding of the nature of competition in specific markets. Based on the knowledge of these circumstances, it is easier to select market segments for their development and determine what characteristics products must have in order to gain competitive advantage.

3. It is possible to concentrate limited resources on the most profitable areas of their use.

4. When developing plans marketing activities the characteristics of individual market segments are taken into account, resulting in a high degree of orientation of marketing tools to the requirements of specific market segments.

Segmentation Criteria

The first step in segmentation is the selection of segmentation criteria. At the same time, it is necessary to distinguish between the criteria for segmenting markets for consumer goods, industrial products, services, etc. Although, when segmenting markets for different goods, the same criteria can be partially used, for example, the volume of consumption.

So, when segmenting the consumer goods market, criteria such as geographical, demographic, socio-economic, psychographic, behavioral, etc. are used.

To geographic features include: the size of the region, population density and size, climatic conditions, administrative division (city, village), remoteness from the manufacturing enterprise. This criterion was used in practice earlier than others, which was due to the need to determine the space of the enterprise. Its use is especially necessary when there are climatic differences between regions or features of cultural, national, historical traditions on the market.

Segmentation based on demographics. It is possible to break down the market into groups based on demographic variables such as gender, age, family size, stage life cycle family, income level, occupation, education, religious beliefs and nationality. Demographic variables are the most popular factors that serve as the basis for identifying consumer groups. One of the reasons for this popularity is that needs and preferences, as well as the intensity of consumption of a product, are often closely related to demographic characteristics. Another reason is that demographic characteristics are easier to measure than most other types of variables.

What demographic variables are used for segmentation?

1. Age and stage of the family life cycle. The needs and capabilities of buyers change with age. Even a 6-month-old child already differs in its consumer potential from, say, a 3-month-old. Realizing this, toy companies develop different toys for their children to use in sequence during each of the months of the first year of life. It does not always turn out to be correct setting for a certain age and stage of the family life cycle. For example, Ford Motor Company used the age characteristics of buyers when creating a target market for its Mustang model. The car was designed for young people who prefer an inexpensive sports car. But it soon became clear that the Mustang was bought by representatives of all age groups. The Mustang's target market was everyone who is young at heart.

2. Floor. Gender segmentation has long been applied to clothing, hair care products, cosmetics and magazines. From time to time, the possibility of gender segmentation is discovered in other markets. Most brands of cigarettes are used by both men and women without distinction. However, "women's" cigarettes with the appropriate aroma, in appropriate packaging, began to appear on the market more and more often, the advertising of which focuses on the image of the femininity of the product.

The potential for gender segmentation also exists in the automotive industry. With an increase in the number of women with own cars, some car companies are increasing the production of purely "female" cars.

3. income level. An old way of dividing the market for goods and services such as cars, clothing, cosmetics, education, and travel is segmentation based on income. Sometimes the potential for such segmentation is recognized in other industries, such as the liquor industry.

At the same time, it is not always possible to determine the consumers of a particular product by the level of income. In the US, it has long been believed that workers buy Chevrolets and managers buy Cadillacs. But in practice, many managers bought Chevrolets for themselves, and some workers bought Cadillacs.

4. Segmentation by multiple demographics Most firms segment the market by combining various demographic variables. For example, multi-factor segmentation can be conducted on the basis of age, gender and income level.

Segmentation by socio-economic The criterion is to identify consumer groups based on common social and professional affiliation, levels of education and income. All these variables are recommended to be considered in relation to each other or with variables of other criteria, for example, demographic ones. Noteworthy is the association of the distinguished groups by income with the groups by age, including the head of the family.

The three groups of criteria discussed above are general objective market segmentation criteria. However, segments that are often homogeneous in terms of common objective criteria turn out to be significantly differentiated in terms of their behavior in the market.

Psychographic segmentation. In psychographic segmentation, buyers are divided into groups based on social class, lifestyle, or personality characteristics. Members of the same demographic can have vastly different psychographic profiles.

1. public class. Belonging to a social class strongly affects a person's preferences for cars, clothes, household utensils, leisure activities, his reading habits, choice of retail stores. outlets. Many firms design their products and services with members of a particular social class in mind, providing features and characteristics that appeal to that particular class. Unfortunately, studies of the formation of class structure Russian society few during the transition period.

2. Lifestyle. It influences the interest in certain goods and the way of life of consumers. Sellers are increasingly resorting to market segmentation on this basis. For example, it is planned to create jeans for the following groups of men: pleasure lovers, "traditional" homebodies, restless workers, "business leaders" or successful "traditionalists". Each group needs jeans of a specific cut, at a different price, offered through different advertising texts, through different trade enterprises. If a firm doesn't announce what kind of lifestyle the product is intended for, its jeans may not be of interest.

3. Personality type. Personality characteristics are also used by salespeople as a basis for market segmentation. Manufacturers give their products such characteristics that correspond to personal characteristics consumers. For example, it has been observed that the personality types of American convertible and hardtop owners are different. The former are more active, impulsive and sociable.

Techniques are known for successfully segmenting the market based on character traits in relation to such goods and services as women's cosmetics, cigarettes, insurance and liquor.

Behavioral segmentation. When segmenting the market based on behavioral characteristics, it is possible to divide buyers into groups depending on their knowledge, attitudes, the nature of the use of the product and the reaction to this product. Behavioral variables are considered the most appropriate basis for the formation of market segments.

1. Reasons for making a purchase. Buyers can be distinguished depending on the reason for the idea of ​​​​purchasing or using the product. For example, the reason for air travel may be entrepreneurial activity, vacation or family problems. An airline may specialize in serving people who are dominated by one of these reasons.

Segmenting on this basis can help a firm increase product utilization. For example, orange juice is drunk for breakfast. The manufacturer may try to advertise it as a drink suitable for dinner. Some holidays can be promoted in a timely manner in order to increase the sale of sweets and flowers.

2. Wanted benefits. One powerful form of segmentation is classifying buyers based on the benefits they seek. It was found that in the United States, approximately 23% of buyers purchased watches at the lowest prices, 46% were guided by factors of durability and quality of goods when buying, and 31% bought watches as a symbolic reminder of some important event. In those years, the most famous watch companies almost completely switched their attention to the third segment, releasing expensive watch emphasizing prestige, and selling them through jewelry stores. small firm decided to focus on the first two segments, created and began selling Timex watches. Thanks to the adopted segmentation strategy, the company has become the largest watch company in the world.

Segmenting on this basis requires identifying the benefits that people expect from a particular class of products, identifying the types of consumers seeking each of these core benefits, and identifying the main brands that share some of these benefits. The firm may also look for some new benefit and launch a product on the market that provides this benefit.

3. User status markets can be broken down into the following segments: non-users, former users, potential users, new users and regular users. Large firms that seek to gain a large share of the market are especially interested in attracting potential users, while smaller companies seek to win over regular users. Potential and regular users require different marketing approaches.

4. consumption intensity. Markets can also be divided into groups of weak, moderate and active consumers of the goods. Active users tend to make up a small part of the market, but they account for a large percentage of the total consumption of a product. Using the example of beer consumption in the USA, one can see that 68% of respondents do not drink it. The remaining 32% comprise two groups of 16% each: weak consumers (12% of total beer consumption) and active (88%). Most brewing firms target active consumers.

Active consumers of the product have common demographic and psychographic characteristics, as well as common commitment to advertising media. It is known that among active beer drinkers there are more workers than among weak consumers, and that they will increase from 25 to 50 years old, and not to 25 and over 50 years, as is observed among weak consumers. They usually watch TV for more than three and a half hours a day, and not less than two hours, as weak consumers, and at the same time prefer sports programs.

Non-profit organizations often face the problem of "active consumer" in their work when they are trying to improve society or combat violations. established order. These organizations often have to decide whether to focus their efforts on a small number of the least susceptible, hardened offenders, or on a large group of more susceptible, petty offenders.

5. Degree of commitment. Market segmentation can also be carried out according to the degree of consumer commitment to the product. Consumers may be loyal to brands, stores, and other stand-alone entities. According to the degree of commitment, buyers can be divided into four groups: unconditional adherents, tolerant and fickle adherents, "wanderers".

Unconditional adherents - These are consumers who always buy the product of the same brand. Tolerant adherents - these are consumers who are committed to two or three brands. Fickle adherents - they are consumers shifting their preferences from one brand to another: The pattern of their purchasing behavior shows that consumers gradually shift their preferences from one brand to another. " Wanderers" - these are consumers who do not show commitment to any of the branded products. The noncommitted consumer either buys any brand available in this moment or wants to purchase something different from the existing range.

Any market is represented by a different combination of buyers of these four types. A brand loyalty market is a market in which a large percentage of buyers show an unreserved commitment to one of the brands it contains.

A firm can learn a lot from analyzing the distribution of commitment in its market. It is necessary to study the characteristics of unconditional adherents of their own branded goods. The Colgate firm has found that its mainstays in the US are mostly middle-class people with large families and increased concern for their own health.

The nature of buying behavior, which would seem to be explained by loyalty to the brand, in fact, may be the result of habit or indifference, a response to a low price or lack of other brands on sale. The concept of "commitment" is not always interpreted unambiguously.

6. The degree of willingness of the buyer to perceive the product. At any given time, people are in varying degrees of readiness to make a purchase. Some are not aware of the product at all, others are aware, others are informed about it, fourths are interested in it, fifths want it, sixths intend to buy it. The ratio of consumers of different groups must be taken into account in the marketing program.

Suppose the goal of a certain health organization is to encourage women to get screened every year to detect cancer. It is likely that in the beginning many women may simply not be aware of the existence of the necessary techniques, so marketing efforts should be directed towards achieving a high level of awareness through advertising. The advertising message should be simple and intelligible. If successful, re-advertising should promote the benefits of the techniques and highlight the health hazards of screening evasion. At the same time, it should be prepared in advance material base, able to cope with the influx of women who may have been motivated by advertising.

In general, the marketing program should be built in such a way that it reflects the redistribution in the numerical composition of groups of people who are in varying degrees of readiness to make a purchase.

7. attitude towards the product. The market audience can be enthusiastic, positive, indifferent, negative or hostile to the product. Experienced political party agitators who make pre-election apartment rounds are guided by the attitude of the voter, deciding how much time should be spent on working with him. They thank voters who are enthusiastic about the party and remind them to vote by all means, do not waste time trying to change the attitude of negative or hostile voters, but seek to strengthen the positive ones in their opinion and win over the indifferent.

The more clearly the relationship between product attitudes and demographic variables is revealed, the more effective the organization’s work in reaching the most promising potential customers.

In contrast to the segmentation of the consumer goods market, where much attention is paid to psychographic criteria, characterizing the behavior of buyers, for segmentation of the goods market industrial purpose of paramount importance are economic and technological criteria, which include:

- industries (industry, transport, agriculture, construction, culture, science, health care, trade);

- forms of ownership (state, private, collective, foreign states, mixed); field of activity (R&D, main production, industrial infrastructure, social infrastructure);

* the size of the enterprise (small, medium, large);

ѕ geographical position(tropics. Far North). Important features of segmentation are also the frequency of orders for these goods, the specifics of the procurement organization (delivery terms, payment terms, payment methods), forms of relationships. As for the consumer goods market, the segmentation of consumers of industrial goods is carried out on the basis of a combination of several criteria.

The criteria underlying market segmentation must satisfy the following requirements to be measurable under normal market research conditions; reflect the differentiation of consumers (buyers); identify differences in market structures; contribute to the growth of market understanding.

* be measurable under normal market research conditions;

* reflect the differentiation of consumers (buyers);

ѕ identify differences in market structures;

ѕ contribute to the growth of market understanding.

During the use of segmentation in marketing research, the following changes have occurred in the definition of segmentation criteria.

1. The identification of segmentation criteria has become more based on the results of special surveys (including population surveys).

2. Along with common steel variables. use situational specific features (related to a particular product).

3. Great importance has been given to psychographic criteria that explain consumer behavior.

4. Understanding that consumer behavior is explained not by one, but by many factors, has led to the use of multiple segmentation criteria.

Market segmentation methods

Segmentation is the basis for developing a marketing program (including the choice of the type of product, pricing, advertising policy, distribution channels), focused on specific consumer groups. The segmentation process consists of several steps:

* Formation of segmentation criteria

* Choice of method and implementation of market segmentation

* Interpretation of received segments

* Selection of target market segments

* Product positioning

The development of a marketing plan was used by an individual, if the product is considered as an item of individual use, or by the family, when a product of general family use is being investigated. The choice of the unit of observation depends on the product and the development phase of the market in which segmentation is carried out. If at the initial stages of development of a particular product market, the enterprise focuses on the product, then with an increase in the number of competitors, it is forced to differentiate the offer. The search for segments begins to determine differences in preferences among consumers of the same product. Segments can be formed based on customer preferences for various product features. Consequently, with the development of the commodity market, the need to identify individual segments increases, as well as the requirements for the validity of the choice of segmentation criteria. At the stage formation of segmentation criteria market, it is necessary first of all to answer the question: who are the main consumers of the product? What are their similarities and differences? The contingent of the main buyers is determined on the basis of an analysis of demographic and socio-economic characteristics, an attempt is made to link the intensity of the purchase of this product with certain indicators.

It is not difficult to single out a market segment for dependence, for example, on age, gender. So loyal buyers of clothes for pregnant women are young women who are expecting a baby. The situation with clothes, goods for newborns is not so unambiguous, because they are often purchased as gifts. In the market of men's shirts (it would seem - a typical "market of men") 60 - 70% of purchases are made by women. The study showed that success can only be expected if the fashion for men's shirts finds approval among women.

Social and economic factors are of great importance in market segmentation. Revenues, by themselves, do not provide the opportunity for fine-grained segmentation. However, coupled with social position, housing conditions, cultural factors, they play a decisive role. To segment the durable goods market and search for a segment of potential consumers, the degree of equipment (provision) of families with various durable goods (cars, radio and television equipment, household cars) is important.

In the formation of segmentation criteria, a certain place is occupied by the choice of characteristics and requirements for the product. This takes into account data on: consumer preferences and intentions when choosing goods in comparison with similar products of competing enterprises; characterization of the likely demand for new products (at the stage of a pilot batch); preferences of the population regarding certain consumer properties of products (color, specifications, dimensions, quality, price).

Information about consumer assessments can be obtained as a result of special surveys of the population (questionnaire survey, testing, observation).

Consumer preferences can be determined on the basis of assessments: alternative, direct scoring and relative. The structure of consumer preferences regarding similar products manufactured by various enterprises is formed using alternative estimates. They are based on counting the positive and negative reactions of the population to each product being evaluated (such as "like - dislike", "yes - no", etc.). The definition of the same structure using scoring is carried out using the appropriate scale, for example, five-point, ten-point.

Relative ratings allow you to identify the degree of compliance of the studied products with the needs of consumers on the following scale options answers: corresponds completely, corresponds basically, corresponds partially, does not correspond (the product can be rated as very good, good, average, bad). Along with the assessment of the conformity of each product, an assessment of the most important parameters of the product can be carried out, since the set of specified product parameters is perceived differently by different consumers.

The next stage of market segmentation is selection of the segmentation method and its application. Such work is carried out using special classification methods according to selected criteria (features). This stage is essentially the selection and implementation of a classification algorithm.

There are many classification methods generated by the difference in goals and objectives facing researchers. The most common methods of market segmentation are the method of grouping by one or more characteristics and the methods of multivariate statistical analysis.

essence grouping method, consists in the sequential breakdown of the totality of objects into groups according to the most significant features. Any sign stands out as a system-forming criterion (the owner of the goods, the consumer intending to purchase new product), then subgroups are formed in which the significance of this criterion is much higher than in the entire set of potential consumers of this product. By successive breakdowns (into two parts), the sample is divided into a number of subgroups.

Also used for market segmentation purposes. methods, multivariate classification, when the classification is carried out according to the complex of analyzed features simultaneously. The most effective of these are automatic classification methods, or cluster analysis, taxonomies. Classification schemes are based on the following assumptions. One class (type) unites people who are similar to each other in a number of ways. The degree of similarity in people belonging to the same class should be higher than the degree of similarity in people belonging to different classes. With the help of these methods, the problem of typification is solved with the simultaneous use of demographic, socio-economic, psychographic indicators.

As an example, consider solving the problem of segmenting the clothing market by constructing consumer typology, which refers to the division of consumers into typical groups that have the same or similar consumer behavior. The construction of a typology is the process of dividing the studied set of objects into groups that are sufficiently homogeneous and stable in time and space. In reality, objectively there are fairly homogeneous groups (classes) of consumers with a type of consumer behavior characteristic of each of them. This is especially noticeable in the apparel market, where segmentation is inevitable, since the divergence in the demands of consumer groups is more significant than in the markets for durable goods. With the help of multivariate statistics methods, such groups can be identified and analyzed.

The process of forming the needs and demand of the population is considered as the interaction of two multidimensional phenomena. The first includes the behavior of people in the market, the second - factor signs (demographic, socio-economic) that determine this behavior. The typology procedure consists in a multidimensional classification according to one set of characteristics - a multidimensional feature of consumer behavior. Then, the homogeneity of the obtained groups is assessed by a set of factor characteristics characterizing the conditions for the formation of needs and demand. If in the obtained groups the objects are homogeneous and in terms of factor characteristics, and the differences between the groups are significant, then the typology can be considered constructed. The initial information for the segmentation of the clothing market is the survey data of the consumer panel.

As the main criteria for constructing a typology of consumer clothing, the signs characterizing the behavioral response to fashion were taken: the tendency to purchase things depending on people's attitude to fashion (6 gradations from "purchasing fashionable novelties while no one wears them" to "fashion does not have values"); willingness to pay a high price for fashionable things; the share of especially fashionable products in the desired wardrobe. As a result of the typology, five types of clothing consumers were identified depending on the behavioral response to the appearance of fashionable novelties. Of the five consumer types, two are female (I and II) and two are male (III and IV). Type V turned out to be mixed by gender: here both men and women are united by indifference to fashion in clothes - male and female types were respectively combined according to the reaction of consumers to fashion.

The next step in the market segmentation process is interpretation, or a description of consumer group profiles (received segments).

On the one hand, these groups are characterized by certain consumer needs and preferences, and on the other hand, they are quite homogeneous both in terms of socio-economic and demographic characteristics. In this example, the following generalized types of consumers are obtained: A - "selective", B - "independent", C - "indifferent". When describing the types of clothing consumers, we will use the total types A and B, which unite men and women due to the identity of their consumer behavior.

Type A - " selective". Its representatives carry out a careful selection of fashionable novelties that have appeared, acquire products selectively, depending on their taste, developed in accordance with the representation of the image of their "I". Type A is the most numerous, 50.2% of the objects of the studied population are included here.

This is the most "female" type - women make up 80.1%, the most "urban" - about 85% live in the city, and, finally, the youngest - the average age of women is 32 years, men - 33.3 years. Most of the type A are employees, engineers, students.

It has the highest levels of education and per capita income. When buying clothes of this type, consumers are not deterred by the price. The most important for them are such properties of clothes as quality, convenience, fashion, originality, which correlates with their general attitude towards observing the principle of fashion in clothes, together with their own taste.

Type B - " independent". Its representatives dress regardless of fashion, react with restraint to the appearance of fashionable novelties, acquiring both fashionable and unfashionable things. For them, the main thing is loyalty to their style, which at the moment may be out of date. These consumers are conservative in their behavior according to compared with consumers of type A. In terms of number, type B ranks second, this includes 41.7% of the objects of the study population. By age, this type is older than the "selective" type. Most of these are middle-aged people from 30 to 55 (men up to 60) years. There are more villagers and fewer city dwellers. Type B representatives are mainly workers, employees, workers Agriculture. In terms of the level of education and per capita income, they are inferior to consumers of type A. There are more families consisting of 4-5 people.

Representatives of type B update their wardrobe less often than consumers of type A, often refuse to buy because of the high price. When choosing a purchase, they more often listen to the advice of their relatives and the recommendations of sellers, pay more attention to such properties of clothing as durability, ease of cleaning, and washing. At the same time, they believe that attractiveness, quality, convenience are important properties of clothing.

Type B - " indifferent". This type is the most homogeneous in composition. For all its representatives, the fashion factor does not matter, the main thing is that the products are inexpensive, practical and well-tailored. The type is the smallest, according to the classification, only 8.1% of the objects of the studied population are included here. In terms of age, this type is the oldest, it is based on people over 45 years old - workers, agricultural workers, employees and pensioners.This type is characterized by the lowest educational level and average per capita income.

In choosing a purchase, consumers of group B are not independent, for them the advice of relatives and sellers plays a paramount role. As a rule, representatives of this type refuse to buy if the price for it is high. Important for them are such properties of products as heat protection, water resistance, convenience, durability and quality, as well as price.

On the this example showing the possibility of segmentation domestic market clothing according to demographic factors, socio-economic and behavioral characteristics. Consumer groups can be formed in more detail, with the allocation of smaller subgroups.

Target market segment

The next step after identifying market segments is to determine the degree of their attractiveness and select target markets and marketing strategies in relation to them. The attractiveness of each market segment is assessed and one or more segments are selected for development. When assessing the degree of attractiveness of various market segments that meet the requirements for their successful segmentation, the following three main factors are taken into account: the size of the segment and the rate of its change (growth, decrease); structural attractiveness of the segment; goals and resources of the organization that develops the segment. The structural attractiveness of a market segment is determined by the level of competition, the possibility of replacing the product with a fundamentally new product that satisfies the same needs (for example, in many cases plastic is a substitute for metals), the strength of the position of buyers and the strength of the position of suppliers of components and resources in relation to the organization under consideration, the competitiveness of the considered products in these segments.

Even if a market segment is of the right size and growth rate and has sufficient structural attractiveness, the goals and resources of the organization must be taken into account. It is possible that the goals of the long-term development of the organization do not coincide with the current goals of all activities in a particular market segment. There may be a lack of resources to provide competitive advantages.

1. Concentrate efforts aimed at the implementation of one product in one market segment.

2. Offer one product to all market segments (product specialization).

3. Offer all products to one market (market specialization).

4. For some ^selected market segments, offer different products (selective specialization).

5. Do not take into account the results of segmentation and supply all manufactured products to the entire market. Such a strategy is primarily used if it was not possible to identify market segments with different consumer response profiles, and/or the segments considered individually are small and not of interest for commercial development. This policy is usually followed large firms. For example, Coca-Cola aims to supply its beverages to all non-alcoholic beverage market segments.

The following types of strategies can be used in selected target markets: undifferentiated marketing, differentiated marketing and concentrated marketing.

Undifferentiated marketing - a market strategy in which the organization ignores the differences between different market segments and enters the entire market with one product.

The organization focuses on what is common in customer needs rather than on how they differ from each other. Mass distribution systems and mass advertising campaigns are used. Thus, cost savings are achieved.

An example is the marketing of the Coca-Cola Company on initial stage its development, when all consumers were offered only one drink in a bottle of the same size.

Differentiated Marketing - a market strategy in which an organization decides to operate in multiple segments with specially designed products. By offering a variety of products and marketing mix, the organization expects to achieve more sales and gain a stronger position in each market segment than competitors. For example, General Motors proclaimed: "We make cars for every wallet, every purpose and every personality." Although differentiated marketing usually generates higher sales volume than undifferentiated marketing, the costs of its implementation are higher.

Concentrated Marketing - a market strategy in which an organization has a large market share in one or more sub-markets (market niches) as opposed to focusing on a small share of a large market. Attractive for organizations with limited resources, for small businesses. This requires deep knowledge of narrow market segments and a high reputation of the organization's product in these segments.

When evaluating and selecting market segments in the case when it is planned to develop several segments in parallel, it is necessary to try to reduce the total costs due to a possible increase in the volume of output, the combination of operations for storage and transportation of products, and coordinated advertising campaigns etc.

Product positioning

The next step in determining the directions of market orientation in the activities of the organization is to determine - the position of the product in individual market segments - this is called market positioning. The position of the product is the opinion of a certain group of consumers, target market segments, regarding the most important characteristics of the product. It characterizes the place occupied by a particular product in the minds of consumers in relation to the product of competitors. The product must be perceived by a certain group of target consumers as having a clear image that distinguishes it from competitors' products.

Of course, one must also take into account the fact that the position of the product is influenced by the reputation and image of the company as a whole.

Market positioning, therefore, consists in, based on consumer assessments of the position in the market of a particular product, to select such product parameters and elements of the marketing mix that, from the point of view of target consumers, will provide the product with competitive advantages.

Competitive advantage - an advantage over competitors obtained by providing consumers with greater benefits, or by selling cheaper products, or by offering high-quality products with a set of necessary services, but at justifiably higher prices.

When positioning products, they use such characteristics that are important for consumers and which they are guided by when making their choice. So, the price is a determining factor when buying many types of food, the level of services - when choosing a bank, quality and reliability - when choosing a computer.

When determining the position of a product in the market, the method of constructing positioning maps in the form of a two-dimensional matrix is ​​often used, on the field of which the products of competing firms are presented.

Figure 2.3 shows a map of the positioning of hypothetical competing products in a specific target market in terms of two parameters: price (horizontal axis) and quality (vertical axis). In circles, the radii of which are proportional to the volume of sales, the letters indicate the names of competing firms. The question mark characterizes the possible choice of a position in the market for a new competitor firm, based on an analysis of the position in this market of other firms. The choice made is justified by the desire to occupy such a place in the target market, where there is less competition (products are relatively High Quality sold at average prices).

Based on the decision made, this company must carry out a set of works on the development, market testing and launch of the selected product. There is no 100% guarantee of successful implementation of the decision made. In principle, one must also evaluate the chances of success. But this is part of the preparation of organization development plans, and in particular - marketing planning.

As parameters in the construction of positioning maps, you can choose different lara of characteristics that describe the products under study. For example, for washing machines: washing modes - washing temperature control, detergent requirement - load volume. Cookies can be positioned, for example, by the following pair of characteristics: level of sweetness and quality of packaging.

To gain a strong position in the competition, based on the positioning results of its products, the organization highlights the characteristics of the product and marketing activities that can distinguish its products from competitors' products in an advantageous way, i.e. differentiates its products. Moreover, different directions of differentiation can be chosen for different products. For example, in a grocery store key factor differentiation can be price, in a bank - the level of services, quality and reliability determine the choice of a computer, etc.

Allocate product differentiation, service differentiation, personnel differentiation, image differentiation.

Product differentiation is the offering of products with features and/or designs that are better than those of competitors. For standardized products (petroleum products, metal) it is practically impossible to carry out product differentiation. For highly differentiated products (cars, Appliances) following a given market policy is commonplace.

Service differentiation is the offer of services (speed and reliability of supply, installation, after-sales service, customer training, consulting) that are related to the product and are higher in level than the services of competitors.

Image differentiation - creating an image, an image of an organization and / or its products that distinguish them in better side from competitors and/or their products.

Depending on the characteristics of specific products and the capabilities of the organization, it can implement simultaneously from one to several areas of differentiation.

Solving positioning problems allows you to solve problems for individual elements of the marketing mix, bringing them to the level of tactical details. For example, a firm that has positioned its product as a high quality product really should produce high quality products, sell them at high prices, use the services of high quality dealers and advertise the product in prestigious magazines.

After determining the target market segment, the company must study the properties and image of competitors' products and evaluate the position of their product in the market. Having studied the positions of competitors, the company decides on positioning your product those. about ensuring the competitive position of the product in the market. Positioning a product in a chosen market is a logical extension of finding target segments, since the position of a product in one market segment may differ from how it is perceived by buyers in another segment.

In some works of Western marketers who consider positioning within the framework of marketing logistics, it is defined as the optimal placement of goods in the market space, which is based on the desire to bring the product as close as possible to the consumer. Advertising professionals use the term "positioning" to refer to selecting the best position for a product in a product display, such as a window display.

The factors that determine the position of a product on the market are not only prices and quality, but also the manufacturer, design, discounts, service, image of the product and the ratio of these factors. An enterprise's assessment of its products on the market may differ from the opinion of buyers on this issue. For example, a company enters the market and sells a product that, in its opinion, is of high quality at relatively low prices.

The problem arises if the buyer classifies this product as an average quality with a relatively high price. The task of marketing is to convince buyers to purchase this product at a price corresponding to high quality.

Positioning includes a set of marketing elements with the help of which people need to be convinced that this is a product created specifically for them, so that they identify the proposed product with their ideal. In this case, various approaches and methods are possible, for example, positioning based on certain advantages of the product, based on the satisfaction of specific needs or special use; positioning through a certain category of consumers who have already bought a product, or through comparisons; positioning with persistent views, etc. Naturally, positioning cannot be associated with consumer deception and misinformation; it can come off once, after which the manufacturer will face failure and loss.

Literature

1. E.P. Golubkov "Marketing research theory, practice, methodology" "Finpress" M-1998

2. L.E. Basovsky "Marketing" Moscow Infra-M 1999

3. "Marketing" Edited by A.N. Romanova Banks and exchanges M - 1996

Market segmentation is, as a rule, an obligatory element of strategic marketing.

Marketing study of demand has ultimate goal, as a rule, its purposeful regulation. Such regulation will be effective if it is differentiated by different groups of consumers.

Segmentation(segmentation) - the process of dividing the market into groups of consumers according to predetermined criteria, allows you to concentrate funds on the most effective direction (the most attractive segment - according to the Pareto rule).

Market segment- a homogeneous set of consumers who react in the same way to a product and marketing activities.

Target segment (market)- a segment selected as a result of a study of the markets for a particular product or service, characterized by minimum expenses for marketing and providing for the company the main share of the result of its activities (profit or other criteria for the purpose of bringing a product or service to the market).

The task of segmentation can be to determine:

Unoccupied market zone (where there is no competition or it is weak);

Zones of active consumer reaction to marketing actions;

A market zone with an above-average rate of return .

Segmentation is carried out most often by large and medium-sized firms. Small firms tend to focus on market niche- a narrower section of the market (segment within a segment), where the uniqueness (originality) of a product or form of service allows a company to be competitive. As a rule, these are areas that offer growth prospects for the firm itself or are unpromising in terms of capacity for large firms.

A niche is called vertical if the product ( commodity group) satisfies the needs different groups population; horizontal -e if used various goods(services), the range is expanding.

The first step in carrying out segmentation is the choice of signs (criteria) of segmentation. At the same time, there are certain differences between the signs of segmentation of markets for consumer goods, industrial products, services, etc.

As a rule, for segmentation (in fact, statistical grouping) of consumer goods markets, the following criteria are used:

■ geographical

■ demographic

■ psychographic (personality type, lifestyle, morality, social group)

■ behavioral (time of product recognition, response to changes in terms of sale, advertising).

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When segmenting the market for industrial products, the following criteria are used:

■ demographic/geographic

■ operational

Purchasing

situational

Purchasing

For example, computer manufacturers may segment the computer market by their use/field of application (situational criterion), as requirements various organizations to technical and software products determined by the purpose of their use.

Segmentation can be carried out both on the basis of one and with the consistent use of several indicators (Table 4.20).

In Russia, consumer segmentation has become widespread depending on their ability to pay.

Once market segments are identified, their degree of attractiveness is assessed and target segments and marketing outreach strategies are selected in relation to them. In doing so, the company needs to decide:

How many segments should be covered?

How to determine the most profitable segments for her?

The attractiveness of segments consists of the following factors:

1. Total volume of segments.

Forecasting is the core of any trading system, so well-done can make you unlimited money.

2. An indicator of growth rates per year.

3. The share of profitability (in dynamics over several years).

4. Intensity of competition.

5. Technological requirements.

6. Influence of inflation.

7. Energy intensity.

8. Environmental impact.

9. Social aspect.

10. Political aspect.

11. Legal aspect.

In addition to the attractiveness of segments, when evaluating them, it is necessary to take into account:

1. Possibility for consumers to change their preferences in the segment. To serve customers whose needs have not been satisfied or have not been fully satisfied, requires much less effort than to attract consumers who have a strong commitment to another product.

2. It is necessary to take into account the financial situation of consumers. The firm must target consumers who spend sufficient amounts of money to acquire certain products that are loyal to the brand.

3. The expediency of developing a segment is also determined from the point of view of the company's capabilities, i.e. its available free resources (potential): material, financial, scientific, technical, etc.

The main conditions for effective segmentation are:

Segment measurability (ability to measure characteristics and boundaries);

Availability (the ability to use the existing distribution channel and methods of product promotion acceptable for the company);

Profitability (large segment capacity for long-term perspective).

There is also a moral side to the choice of target markets: it is necessary to take into account who makes up the market segment (for example, children) and what kind of impact on these consumers is acceptable from a moral point of view (impact on the child's psyche).

After evaluating the attractiveness of segments and identifying target segments, a company can use three market coverage strategies:

undifferentiated marketing,

differentiated marketing,

Concentrated Marketing.

Undifferentiated Marketing- appeal to the entire market at once with the same offer.

Undifferentiated marketing provides cost savings. A narrow range of products allows you to keep the cost of production, storage, transportation, promotion costs, and advertising at a low level. Difficulties arise when developing a product or brand that would satisfy all consumers.

Differentiated Marketing– performance in several market segments with the development of a separate offer for each of them. Differentiated marketing generates, as a rule, large volumes of sales, compared to non-differential marketing. d differentiated by marketing.

General Motors strives to produce vehicles for a variety of consumers. Using a variety of products and marketing approaches, it aims to increase sales and strengthen its position within each market segment.

Concentrated Marketing- the concentration of marketing efforts on a large share of one segment or on several sub-segments / niches. (Fig. 4.10). Concentrated marketing is attractive when company resources are limited. With the help of concentrated marketing, the company achieves a stronger market position in the segments (or niches) it serves, because. has best knowledge needs specific to these segments has the advantage of specialization in production and sales promotion. However, concentrated marketing comes with a high degree of risk.

The high profit margins, prestige, and lack of competition in the sports car market attracted Mazda, Toyota, and Honda into the market, threatening Porsche's specialization.

A segment can have different boundaries and can change from the market as a whole (mass marketing) to a specific customer (individual marketing). Personal marketing is applied in the enterprise market, for example, in Internet sales.

Individual marketing and the Internet.

Jerry Wind of Wharton, director of the Center for the Study of New Management Practices, and co-author Vijay Mahajan, professor of marketing at the Austin, Texas-based College of Business Administration, are studying the impact email marketing on the basis of pricing. In their opinion, the rapid development of the Internet is pushing for change. Not only computers are reprogrammed, but also clients themselves, new cyber clients behave like aliens who have fallen into the conditions of terrestrial markets. They have completely different expectations, they build relationships with companies in which they purchase products and services in a different way.

Suffice it to say that cyber customers expect a personalized fit for everything from products and services to information and the prices they are willing to pay. And, thanks to the new channels for obtaining information, opened with the help of modern technologies, they are more informed and demanding compared to previous clients.

Electronic customers are able to sort goods according to the desired characteristics, cost, quality of components, functionality. They use support tools and trial versions, actively learn from the experience of other users. The losers will be companies that cannot meet the needs and expectations of these customers.

It is also important to note that the boundaries of the segments are constantly changing, so the study of segments must be carried out at regular intervals.

It is necessary to plan the sequence of development of segments: at the beginning, a foothold in the market is determined, then - methods of consolidating the market and further expanding the range.

Toyota firm, automotive market started with the presentation of small cars, successively switched to off-road vehicles, after which it offered top-class cars of the Lexus brand.

There is a strategy for entering new segments with used goods (for example, entering new geographical segments). It is also possible to use megamarketing - a strategy for coordinating economic, psychological, political and social influences aimed at establishing cooperation with politicians (political parties) to enter a specific market and / or effective work On him.

An example would be the exit to Russian market American aviation technology. American companies, with the help of Russian officials, hindered the introduction of Russian aircraft, actively promoting their aircraft, including obsolete ones (DC-10), used only in third countries.

Segmentation - This is the process of dividing buyers into separate groups according to certain characteristics, due to which they react in a similar way to a certain positioning strategy. Characteristics include: volume, frequency of purchases, commitment to a certain trademark, method of using the goods. Segmentation is the process of identifying subgroups of buyers in the total mass of market consumers, the possibility of segmentation appears when the total market demand, thereby representing the possibility of dividing it into separate segments, according to one or another dominant feature.

Basis of segmentation consumer markets– characteristics of buyers and their reaction to the offered goods. The main variables for segmenting consumer markets include: geographical, demographic, psychographic, behavioral. Variables can be used individually or in combination with each other. Market segments must be measurable, accessible, have the appropriate size, distinctive features, and activity.

Market segment - a group of buyers with similar needs

segmentation levels. The variety of media - advertising media and distribution channels makes it difficult to use unified marketing. Some analysts argue that mass marketing is dying. More and more companies are moving away from it and are turning to micro marketing at one of four levels - segment level, niche level, region level, and individual level.

1) Marketing in the market segment. The task of the company is to identify segments and decide which ones to serve. A company can create a product or service that, according to its functional and price characteristics, meets the needs of the consumers that make up the segment. The choice of optimal distribution and communication channels has been simplified, the circle of competitors is more clearly visible - these are companies serving the same market segment. Ability to apply a flexible market offer - common decision(elements of products and services that have value for all members of the segment) and additional options (value for some subjects)

2) Marketing in a market niche. A market niche is a narrower group that needs a distinctive set of benefits, a niche is usually distinguished by dividing a segment into sub-segments or by identifying a group of consumers seeking a specific set of benefits. The attractiveness of market niches is determined by the following characteristics: niche buyers have a certain set of needs; they are willing to pay a high price to the company that is best able to meet their needs; the probability that a competitor company will pay attention to this particular niche is small; the firm receives certain cost savings due to narrow specialization; a niche has a certain volume, profit level and growth prospects.

3) Local marketing. It is based on special marketing programs aimed at meeting the needs of local groups of buyers: Shopping zones, stores for residents of remote areas, stores for specific buyers. Proponents of this level consider nationwide advertising campaigns to be made sense because they do not take into account regional characteristics and needs. Possible disadvantages: reduced economies of scale, increased production marketing costs, diluted brand image.

4) Individual marketing. At the last level of segmentation, there is a place to be "segment-individual", "personal marketing", "adaptive marketing". This approach is not applicable everywhere, but with its help, the company can quickly secure a competitive advantage.

Stimulation of trade, repeat purchases through the satisfaction of individual preferences of buyers and demonstrations of additional features.

Real-time market research, study of customer preferences.

Reducing the costs of manufacturers and suppliers: goods that are not needed are not produced, and therefore there is no forced sale at discounts and disposal.

Stages of the segmentation process

1. Segmentation by needs. Consumers are grouped into segments based on the similarity of needs and desired benefits in solving a specific consumer problem.

2. Identification of segments. For each segment of needs, distinctive (functional) demographic characteristics, lifestyles and consumer behavior are determined.

3. Assessment of attractiveness of segments. Using pre-defined criteria (such as market potential, intensity of competition, market access), the overall attractiveness of each segment is determined

4. Assessment of profitability of segments. The profitability of each segment is determined.

5. Positioning in segments. For each segment, based on its unique needs and characteristics, a “value proposition” and a product positioning strategy (including an approximate price level) are developed.

6. "Litmus paper" of one's own abilities. To assess the attractiveness of positioning strategies for each segment, their own “plots” are developed.

7. Drawing up a marketing mix. Expansion of the positioning strategy, including all other elements of the marketing mix: product, price, promotion, distribution

Segmentation strategies:

1) Concentration of efforts on a single segment. Carrying out concentrated marketing allows the company to more clearly assess the needs of customers and secure a strong market position. Through specialization, the firm achieves cost savings, which encourages expansion of production and increases spending on advertising and promotional activities. In addition, by taking a leading position in the selected segment, the company reduces the payback period of investments. Concentrated marketing involves an increased level of risk. Many firms prefer the tactic of simultaneously entering several market segments.

2) Selective specialization. A selectively specializing company selects several market segments that are attractive in terms of its goals and available resources. Target segments can be both similar and completely different, but each of them promises the company high income. A multi-segment strategy gives the firm the ability to spread risk across multiple areas.

3) Product specialization. Some companies concentrate their efforts on the release of one product, but offered to several market segments. However, with this approach, there is a risk that its products will be forced out of the market by a new, more advanced product produced by a competitor using advanced technologies.

4) Market specialization. With market specialization, companies focus on meeting the various needs of a selected group of consumers. However, with this approach, there is a risk that in the event of budget cuts for consumers in this group, they will refuse the services and goods of the supplier.

5) Full market coverage. With full market coverage, the company strives to provide all consumer groups with all the goods they need.

Only large companies. The company seeks to capture the market through undifferentiated or differentiated marketing.

A company with an undifferentiated marketing strategy ignores segment differences and enters the entire market with a single offer. When developing goods and marketing programs aimed at reaching as many consumers as possible, the emphasis is on mass sales and mass advertising. The purpose of the supplier is to form a positive image of the product in the minds of consumers. Undifferentiated marketing is "brother of standardization and mass production". The development of a narrow assortment group of goods allows you to reduce production costs, reduce the cost of storage and transportation, as well as the cost of marketing research and advertising.

The strategy of differentiated marketing provides for the development of several market segments by the company, for each of which a separate program is being developed. Differentiated marketing allows you to achieve large (in comparison with undifferentiated) sales volumes, but the costs of doing business also increase. Costs that may increase when using differentiated marketing:

The cost of modifying goods. The development of a modified product in order to more accurately meet the needs of various market segments entails additional costs for research and development, design development and / or the purchase of special equipment,

Production costs. Release of ten units of ten various kinds production costs significantly more than the production of one hundred units of one product. The longer the process of organizing new production, the smaller the “circulation” of each type of manufactured product, the more expensive the product itself becomes. However, if the volume of sales of all types of goods produced by the firm is large enough, the high costs associated with the organization of production, in terms of a unit of product, are no longer so large.

administrative costs. The company must develop various marketing plans based on each market segment, which implies the conduct of additional marketing research, analysis of sales volume, and an increase in advertising costs.

The costs associated with the storage of inventory. Managing a large range of inventories is more costly than maintaining multiple types of merchandise.

Costs associated with promotional activities. Attacking different market segments will require the firm to develop various advertising campaigns and sales promotion activities. As a result, the costs associated with the promotion and use of various media increase.

Since differentiated marketing leads to an increase in both sales and costs, determining its effectiveness is fraught with significant difficulties. Manufacturers need to be careful to avoid dividing the market into too small segments. Otherwise, they may have to do the reverse operation of merging several tiny segments into one.

Introduction…………………………………………………………………………….

1. Signs and criteria for market segmentation………………………………...

2. The market is the objective basis of marketing………………………………………

3. Test: what is a market niche? ……………………………………………….

Conclusion………………………………………………………………………….

Bibliography………………………………………………...

Introduction

Market segmentation is considered one of the main elements modern marketing. It is an analytical process that puts the customer first, which helps maximize resources and highlights the strengths of the business relative to competitors. Segmentation's most vocal proponents argue that it paves the way for more effective, targeted marketing programs, less head-to-head competition with market rivals, and more satisfied customers. It is not surprising that the approach has become so popular, has covered almost all markets, crossed the borders between industries and countries. However, along with potentially huge benefits, it also brings with it changes that may not be feasible in real practice. The experience of the authors, who have encountered many similar situations in different markets and industries, suggests that in practice it is necessary to find a compromise between the potential advantages of segmentation and the realities of a well-reinforced firm structure, distribution system and sales force.

Both questions: "signs and criteria for market segmentation", and "the market is the objective basis of marketing" are relevant. Many dissertations, monographs, textbooks, as well as textbooks for universities, domestic and foreign authors are devoted to their study and development.

Tasks of the control work: 1) consider the signs and criteria for segmenting the market, 2) analyze the market as an objective basis for marketing, 3) solve the test.

1. Signs and criteria for market segmentation

The basis of the entire planning system in market conditions is sales forecasting. Therefore, the first task of the company's management is to determine the volume of sales in accordance with demand, and only on the basis of an assessment of the sales market, it is possible to start planning the production and financial activities of the company.

Sales market assessment - a set of measures aimed at studying the sales and marketing activities of an enterprise, and studying all the factors that affect the production process and the promotion of goods from producer to consumer. Each company is aware that its products cannot be liked by all buyers at once, therefore, with the help of marketing, the company's management, based on information about potential consumers, regions in which there is demand, prices that consumers are willing to pay for a product, distribution channels, and competition, determines market segment.

A market segment is a large, well-defined group of buyers within a market with similar needs and characteristics that are distinct from other target market groups.

The objects of market segmentation are:

Consumer groups;

Groups of products (goods, services);

Enterprises (competitors).

Segmentation of the market by groups of consumers is a grouping of consumers according to some characteristics that, to one degree or another, determine the motives of their behavior in the market.

Segmentation by enterprises (competitors) is a grouping of competitors according to competitiveness factors in moving to the market.

Market segmentation is carried out according to criteria and characteristics. Criterion - a way to evaluate the choice of a particular market segment for products or an enterprise (competitor). A sign is a way of highlighting a given segment in the market.

The most common segmentation criteria are:

Segment capacity, which will determine the number of potential consumers and, accordingly, the required production capacity;

Channels for the distribution and marketing of products, allowing to resolve issues on the formation of a sales network;

Market stability, allowing you to make a choice about the appropriateness of loading the capacity of the enterprise;

Profitability, showing the level of profitability of the enterprise in this market segment;

Compatibility of the market segment with the market of the main competitors, which allows to assess the strength or weakness of competitors and decide on the appropriateness and readiness to incur additional costs when targeting such a segment;

Evaluation of the work experience of specific personnel of the enterprise (engineering, production or sales) in the selected market segment and taking appropriate measures;

Protection of the selected segment from competition.

The main features of market segmentation by consumer groups are geographical, demographic, economic, psychographic, and behavioral.

Geographic features include allocation by regional and administrative sections, by population size and density. Demographic factors include estimates of the sex and age of the family composition. The economic ones include types of professions, educational and qualification-professional levels of employees, characteristics of the economic situation (in the country, region, enterprises), the privatization process and the composition of ownership forms, structural adjustment, financial viability of employers, etc. Psychographic features include lifestyle , personal qualities, belonging to certain social strata and strata, etc. Behavioral signs fix employment motivation, status, degree of need (in a job or employee), emotional attitude, etc. Within each group, it is necessary to evaluate the most common values ​​of the variables.

The market segment by consumer groups is determined by the coincidence of several characteristics in certain consumer groups.

The main features of market segmentation by product groups are functional and technical parameters, price, etc.

The main features of market segmentation by enterprises (competitors) are the quality indicators of the product, price, distribution channels, promotion of the product on the market.

Market segmentation by consumers, segmentation by products and competitors complement each other and all the results obtained are considered as a whole, which allows you to choose the most effective market segment correctly.

Market segmentation by product groups is a derivative of market segmentation by consumer groups, it takes into account the needs and preferences of consumers in terms of the quality characteristics of the product (goods, services).

Market segmentation by consumer groups is carried out in accordance with the characteristics given in Table 1.

Table 1.

The main features of market segmentation by consumer groups.

Factors (variables)	Most Common Variable Values
Geographic:
	Far North region, Central Black Earth region, North Caucasus, Ural, Siberia, Far East etc.
Administrative division	Republic, Territory, Region, District, city.
Population (for cities)	5 - 20 thousand people, 20 - 100 thousand people, 100 - 250 thousand people, 250 - 500 thousand people, 500 - 1000 thousand people 1 - 4 million people, over 4 million people.
Population density	City, suburb, countryside.
	Temperate continental, continental, subtropical, etc.
Demographics:
	Up to 3 years old, 3 - 6 years old, 6 - 12 years old, 13 - 19 years old, 20 - 34 years old, 35 - 49 years old, 50 - 65 years old, 65 years old, etc.
	Male, female.
Family size	1 - 2 people, 3 - 4 people, 5 or more.
Family life cycle stage	Young people are single, young people are married without children, young people are married with children, married with children, the elderly have children, the elderly are married without children, the elderly are single.
income level	Up to the minimum wage; the minimum wage; 2 to 5 minimum dimensions salaries, etc.
Occupation	Researchers, engineers and technicians, employees, businessmen, workers state enterprises, farmers, teachers, teachers, students, housewives.
The level of education	No education, primary education, specialized secondary, higher, academic degree, title.
Nationality	Russians, Ukrainians, Belarusians, Georgians, Armenians, Azerbaijanis, Jews, Tatars, etc.
	Orthodox, Catholic, Islam, etc.
	Caucasoid, Mongoloid, etc.
Psychographic:
Social layer	Poor, middle income, high income, very high income.
Life style	Elite, bohemian, youth, sports, urban, rural, etc.
Personal qualities
Behavioral:
Degree of purchase randomness	Usually random nature of the acquisition. Sometimes the random nature of the acquisition, etc.
Finding Benefits	Looking for high quality products, good service, lower prices, etc.
The degree of need for the product	Needed all the time, sometimes needed, etc.
Degree of readiness to buy a product	Not willing to buy, not ready to buy now, not informed enough to buy, eager to buy, sure to buy, etc.
Reason for making a purchase	Everyday purchase, special occasion.

By coincidence, certain groups of consumers have several values ​​of variables, it can be concluded that there is a certain market segment.

Varieties of market segmentation

In order to increase competitiveness and correctly determine the market capacity, in addition to market segmentation by consumer groups, the market is segmented by product, that is, according to the most important parameters for its promotion on the market, while using the method of compiling functional maps (double segmentation method). The essence of the method lies in the fact that based on the selected market segments by consumer groups and comparing them with different values ​​​​of the factors (functional and technical parameters of the product) selected for analysis, it is determined which of the parameters are most suitable for the selected consumer group. The most common parameters for assessing the market for a product are: price, distribution channels, technical characteristics. The results of the analysis by the double segmentation method are presented in the form of a matrix, along the lines of which the value of the factor is plotted, and along the columns - market segments by consumers.

Market segmentation by product suggests that at the development stage new products for each product model:

All factors are taken into account that reflect the system of consumer preferences and at the same time the technical parameters of the new product that satisfy the needs of consumers (singling out a market segment according to the product parameter);

Consumer groups are defined, each with its own set of requests and preferences (psychographic segmentation);

All selected factors are ranked in order of importance for each group of consumers (market segments).

All of these variables are included in a multi-factor model of market segmentation by product. The multifactorial model allows you to identify bottlenecks in product development and influence them through incentives for the general interest of all enterprise services in gaining market share.

Segmentation of the market by main competitors is carried out on the basis of an assessment of the competitiveness of your enterprise relative to competitors. The data necessary for this kind of analysis must be provided by the economic services of the enterprise's management apparatus, and the grades given must be consistent with the opinion of the specialists of these services.

In the process of analysis, it is important to give a detailed semantic description or explanation of why a particular variable in the table is assigned a given score. Only in this case, the overall result of the table (sum of points) will show the true position of the enterprise in relation to the main competitors in the market. It is also possible to sum up the values ​​of the estimates for the main factors and compare these data with the overall result, which will allow the company's management to find out which factors should be used to increase competitiveness.

The method of segmenting competitors by economic profile allows the company to quickly move from the stage of introduction to the market to market expansion, to increase the efficiency of promoting their products on the market.

Market segmentation by competitors, by consumers, and by products complement each other, and all the results obtained are considered and evaluated as a whole. Only in this case, the company's management will be able to correctly choose exactly the segment of the market where the company can best use its comparative advantages.

To segment the market for industrial goods, you can use the same characteristics as for segmenting by consumer groups (except for demographic ones). But the market for machinery and apparatus depends less on the conditions of consumption. Here are the main factors:

Production and economic: customer opportunities, industry, specifics of the organization, procurement, development prospects;

Organizational: form of relationship with the supplier, terms of payment, technical requirements;

Psychographic: the composition of the group that makes purchasing decisions, the personal characteristics of the group, the quality of contacts with management.

The average entrepreneur in our country without an economic education, but with a wealth of practical experience in commercial matters, believes that segmentation is the division of the market for goods / services into certain areas according to common features.

What is market segmentation - theory

Since this issue is one of the most important not only in marketing, but also in other economic disciplines, its study will help many businessmen, in parallel with eliminating gaps in education, to derive practical benefits, which is expressed in conquering the market and increasing sales of their products. This article will consider all the nuances of dividing and structuring the market, including how theoretical aspects this issue, as well as its practical component.

One of the main axioms of marketing, which is directly related to the topic of our article, says: you can get the maximum profit only if you direct all the efforts and resources of the enterprise to a certain segment of the market, and not try to become a monopolist in all directions. Naturally, first of all, a person who has never practiced marketing research, will take an interest in what “segmentation” is, how it happens and what goals it pursues. Before giving answers to these questions, as it is written in textbooks on economic theory, let's try to do it on our own, using the available examples.

To begin with, we will compile a complete list of criteria by which segmentation occurs. It is necessary to take into account any nuances that make it possible to distinguish one buyer from another.:

geographical features (place of residence, size of the settlement, its level of urbanization).

socio-demographic differences (age, gender, marital status, income, nationality).

psychographic features (moral values ​​and beliefs, outlook on life, upbringing, motivation to act).

behavioral differences (this includes any parameters that characterize the buyer before/during and after the purchase process).

Using the above criteria, it is necessary to imagine what the following categories of people will look like:

those who are happy to buy your product and never take advantage of the offers of competitors;

those who can buy goods both from you and from competing firms;

customers who don't like your product.

Having collected and systematized all the above information, you can draw certain conclusions about the buyers of your products. In addition, with careful analysis, it is quite possible to identify the main mistakes in the production, advertising or sale of your goods. Why are 17-20-year-old students happy to buy products, while adult consumers prefer to buy similar products from competitors? Based on a structured analysis of the categories of your potential buyers, you can find the answer to this question.

At the next stage, you need to trace the pattern between the cost of production and its potential buyers. That is, to make an approximate "portrait":

consumers of goods of competing companies that are cheaper than yours;

consumers of goods of competing companies that cost more than yours;

consumers of competing products that cost the same as yours.

At the next stage, you need to carefully analyze all the information received and, preferably, compile a table with the criteria of buyers and their price preferences. The result of your analytical work should be the identified parameters, which will be the foundation of segmentation.

For example, an accomplished man aged 52 with higher education, of average income, who has a family with adult children, an apartment in enough big city and a cottage for relaxation, he will never buy cheap cognac, but he will not overpay huge sums for a “name”, buying a well-known French brand (there is a possibility that this is a fake). At the same time, a twenty-year-old student living in a hostel on his parents' money, going to visit, is likely to buy a fake to show that he earns "serious" money and can afford to spend it on "quality" alcohol. Note that he does not care about the fact that the next morning he and his friends can wake up in the hospital with a diagnosis of poor-quality alcohol poisoning.

Based on the basic criteria, you need to segment the market and start assessing the potential of your products in each segment. To do this, it is best to proceed according to the following scheme:

evaluate the prospects for its development in the near future.

determine the competitiveness of your products and the chances of winning a buyer in this segment.

On the final stage You need to determine which market segments are of interest to the company in terms of making a profit. The main thing is not to scatter your opportunities and do not try to capture the entire market in one fell swoop! In every business, the determining factors should be consistency and rational use resources. This is the only way to achieve serious results and make your company profitable and promising.

It is simply physically impossible to consider all the definitions of “market segmentation” that exist today in marketing theory. In principle, if we remove insignificant nuances, they boil down to the fact that this is the first stage of studying the market, which helps to determine its capacity, structure and development prospects, taking into account the moods, preferences and economic opportunities of potential consumers.

Practical aspects of market segmentation

Considering modern tendencies development of the world economy and the lack of stability in this process, we can safely say that the term “strategic segmentation”, which was common several years ago, has completely lost its original meaning today. If earlier it meant a complete change in the outgoing parameters (objective or conscious) in any market within 2-3 years, today this term refers to the study of the main parameters of the market in order to determine the correct strategy for the development of the company.

The following market parameters are distinguished:

needs to be met;

individual consumer groups belonging to a particular segment;

terms, volumes and cost of sales of products in certain segments;

technology to meet needs.

In the process of realizing its main goal– receiving maximum profit with a minimum expenditure of resources, each firm selects promising target segments that correspond to the optimal volume of production. Management theorists call them the strategic area of ​​management.

The whole process of selecting and forming strategic economic zones is reduced to the following actions:

determining the needs of potential consumers;

analysis of the technological possibilities available to meet these needs;

calculation of the cost of manufactured products;

identifying the market segment in which this product will be in demand

implementation.

But such a strategy is possible only in a situation where demand consistently exceeds supply in the market for this product. In the event of a change in the market situation, strategic segmentation involves the search for new areas of activity, based on existing ones. technological possibilities. It can be concluded that segmentation in marketing is one of the main principles that allows you to get the maximum result using exclusively objective factors, without interfering with production technology or other organizational issues.

Another important point that is directly related to the topic of our article is the market coverage strategy.

Marketers identify three main areas:← Back