Defining the market structure Criteria for market segmentation. Market segment - what is it? Segments of the financial market. Choice of target market segments. The essence of market segmentation

Segmentation (segmentation) of the market is its division into separate segments, which differ in the sales opportunities of the manufacturer's goods.

A market segment is a large group of buyers identified by some characteristics (similar needs, purchasing power, region of residence, consumer priorities and habits). A market segment is made up of consumers who respond in the same way to the same set of marketing incentives. A market segment is a part of the market, a group of consumers of products that have certain similar characteristics and are significantly different from all other groups and market sectors.

The purpose of segmentation is to identify relatively homogeneous needs for a product (service) for each group of buyers and, in accordance with this, to orient the product and marketing policy of the organization.

The highlighted segments should be:

1. specific, i.e. have a clear set of needs and respond in a similar way to the proposed product (service);

2. sufficiently significant in size;

3. Available for marketing activities;

4. quantitatively measurable;

5. used for a long period of time.

Types of segmentation depending on the nature of its implementation, on the type of consumers of goods / services:

• macro-segmentation of the market - markets are divided by regions, the degree of their industrialization, etc.;
• microsegmentation - the formation of consumer groups (segments) of one country, region according to more detailed characteristics (criteria);
• depth segmentation - the segmentation process begins with a wide group of consumers, and then gradually deepens it depending on the classification of the final consumers of a product or service;
• segmentation in breadth - starts with a narrow group of consumers, and then expands depending on the scope and use of the product;
• preliminary segmentation - the initial stage of marketing research, focusing on the study of the maximum possible number of market segments;
• final segmentation is the final stage of market analysis, which is regulated by the capabilities of the company itself and the conditions of the market environment.

The task of the first stage, called macrosegmentation, is to identify "product markets", while the second stage, called microsegmentation, aims to identify within each previously identified market "segments" of consumers.

Target market segment - one or more segments of a specific market, the most significant for marketing activities:

1. concentration on a single segment, decide to serve only one segment of the market (a group of middle-aged people);

2. focus on consumer needs; the company can focus on satisfying any one customer need (for all types of customers - one product);

3. focus on a group of consumers;

4. maintenance of several unrelated segments; a company may decide to serve several market segments that are loosely connected, except that each of them presents an attractive opportunity for the firm;

5. coverage of the entire market; a company may decide to manufacture the entire range in order to serve all market segments.

When choosing target segments company leaders decide whether they will focus on one sector or several, on a single product (market) or in the mass market. A firm may choose to address the entire market or focus on one or a few specific segments within its core market.

Of particular importance in marketing activities is the so-called target marketing. This is the process of market segmentation, selection of the target (target) segment (s) based on its results, and positioning on the selected target segment of the company's product by developing and implementing an appropriate marketing mix. Target Marketing– delimitation of market segments, selection of both or several segments and development of goods and complexes.

Stages of target marketing:

• Market segmentation – determination of the principles of market segmentation, compilation of profiles of the resulting segments.
• Selection of target market segments - assessment of the degree of attractiveness of the obtained segments, selection of one or more segments.
• Product positioning on the market - the decision to position the product in each of the target segments, the development of a marketing mix for each target segment.

The choice of market segmentation criteria, i.e., the parameters by which the market is segmented.

1. Quantitative boundaries - the capacity of the segment - how many goods and what value can be sold on it, how many real and potential consumers, what is the area of ​​​​the segment, what resources will need to be used to work in this segment.

2. Availability of the segment - the ability of the enterprise to obtain distribution and marketing channels for products, conditions for storage and transportation of products to consumers in this segment.

3. Information saturation of the segment - is it possible to obtain the necessary information to create a data bank on the segment, are there any closed zones.

4. The materiality of the segment - determining how realistically a particular group of consumers can be considered as a market segment, how stable it is in terms of the main unifying features.

5. Profitability of the segment - it is determined how profitable the work in this segment will be for the enterprise.

6. Compatibility of the segment with the market of the main competitors - to what extent are the main competitors ready to give up the selected market segment, to what extent does the promotion of products affect their interests?

7. Protection from competition - the management of the enterprise must evaluate its ability to withstand competition with possible competitors.

8. Efficiency in the selected segment - checking whether the enterprise has the proper experience in the selected segment, checking how engineering, production and sales personnel are ready to effectively promote the product in this segment.

At the macro-segmentation level, only general characteristics are taken into account, especially when it comes to industrial markets. For consumer goods often more subtle criteria are required, such as age groups, benefits sought, buying behavior or lifestyle. Their determination is the task of microsegmentation.

Technology. Here, various technological know-hows are considered that provide the performance of various functions. For example, paint or wallpaper for home interior decoration function, road, air, rail or sea for international transport of goods, bituminous or plastic films for roof impermeability function, X-ray, ultrasound and computed tomography for medical diagnosis function, etc.

Functions or combinations of functions. These are the needs that a product or service must satisfy. Examples of functions are: interior decoration of dwellings; international cargo transportation; roof waterproofing; corrosion protection; teeth cleaning; deep and subsurface drilling; medical diagnostics, etc. Features can also be defined as sets of benefits sought by different consumer groups.

Classification features: age, marital status, level of education, income level, attitude to a new product (service), lifestyle, social status, etc.

1. geographic segmentation criterion (region, districts, population density, climate);

2. demographic, socio-economic (sex, age, family size, family life cycle stage, education level, income level, occupation, religious beliefs, race, nationality, social status (top - top management), average (entrepreneurs, managers, independent workers: lawyers, journalists, teachers, employees and workers, working pensioners), lower (non-working pensioners, low-skilled workers, unemployed). Needs and preferences, the intensity of consumption of a product are often associated with demographic characteristics. They are easier to measure;

3. psychographic criterion - social class, temperament, personality type (addicted nature, lover to act "like everyone else", authoritarian nature, ambitious nature), lifestyle (sedentary, nomadic);

4. Behavioral - the reason for making a purchase (ordinary purchase, special case), user status (non-user, former user, potential user, novice user, regular user), consumption intensity (weak consumer, moderate consumer, active consumer), degree of commitment (unconditional adherents, tolerant, fickle, wanderers), by the desired benefits (quality, service, economy), by the speed of reaction; according to the degree of need (strong, low, medium); by the degree of readiness to buy (ignorant, informed, informed, interested, willing to buy, intending to buy); according to the level of purchase intensity (regular, irregular), attitude towards the product (enthusiastic, positive, indifferent, negative, hostile).

Marketing segmentation of the market is subject to the strategic goals of the commodity producer and is aimed at:

• increase in market share;
• mastering new markets;
• weakening the position of competitors;
• maintaining its positions in the most important markets, etc.

The most used methods in segmentation are:

1. Method of groupings. It consists in the sequential breakdown of a set of objects into groups according to the most significant features. the entire underlying market is divided into groups in stages - at each stage of sequential splitting, only one segmentation criterion is used.

2. Method of multidimensional classification ("tabular"). Classification is carried out according to the complex of analyzed features simultaneously. The underlying market is divided into groups of consumers at once according to several simultaneously used segmentation criteria. The results obtained are presented in the form of a table.

Based on the results of segmentation, “customer segment profiles” should be obtained. These are the respective descriptions of each of the resulting customer groups. For example, “the profile of the segment of consumers of French perfumes” may sound like this: these are young ladies with an income level per family member of at least 24,000 rubles / month, with an active lifestyle, with high brand loyalty and an average propensity for risky purchases ... ".

After identifying market segments, it is necessary to evaluate their attractiveness and select one or more segments for development. Criteria for assessing the attractiveness of the segment: the size and rate of change of the segment; structural attractiveness; goals and resources of the organization itself.

Target market (basic) - the most important and promising segment for the commodity producer selected on the basis of segmentation commodity market. Actions of the organization when choosing target segments:

1. Concentrate efforts aimed at the sale of one product (service) in one segment.

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

3. Offer all goods (services) to one market.

4. For some selected segments, offer miscellaneous goods(services).

5. Do not take into account the results of segmentation and supply all manufactured goods (services) to the entire market.

Positioning is the development of a product (service) and the creation of an image that, in the mind of the buyer, would compare favorably with competing products. Positioning is the logical continuation and completion of the market segmentation process and the starting point for detailed planning and programming of the marketing mix.

The purpose of positioning is to help potential buyers distinguish a product from among its analogues-competitors on any basis and give preference to it when buying. Determine the possible place of the product on the market now and in the future. Strengthen the competitive position in a particular market segment by creating preferential incentives for a potential buyer to purchase it.

The main approaches to product positioning are based on:

1) on certain advantages of the product (service);

2) to meet specific needs or special uses;

3) with the help of a certain category of consumers who have already bought a product (service), or by comparison;

4) with the help of stable representations.

Options for determining the organization of its market position:

• positioning yourself next to a competitor and starting to compete for market share.
• creation of a product of market novelty, with the help of which it is possible to fill the existing "gap" in the market in the absence of competition.

Source - Marketing: teaching aid / comp. I.V. Ilyichev. - Ulyanovsk: UlGTU, 2010. - 229 p.

Firms operating in the market are aware that their products or services cannot fully satisfy the needs and desires of all consumers. Ideally, the firm will try to occupy all market niches (segments) in order to maximize profits. In fact, she conducts market research and, as a result, focuses her "attention" on certain market segments where her product will bring the maximum income - it is quite obvious that different consumers wish to purchase different goods. In theory, the market segmentation strategy looks like this (Fig. 1)

Picture 1

The article will consider the first point of this scheme - "Market Segmentation", as well as the methods and principles of market segmentation, which have become widespread in our country and in the West.

Market segmentation

1. Classification of markets

Before considering the issue of market segmentation, it is advisable to classify them. In marketing, a market is the totality of all potential consumers who are in need of goods in a certain industry and have the opportunity to satisfy it. Depending on the type of consumers, the following types of markets are distinguished: the consumer market and the markets of organizations. The latter are subdivided into markets for industrial products, resale markets and markets public institutions. With such an abundance of markets, it is obvious that when conducting market segmentation, one or another of its features must be taken into account, and the uniqueness of products sold in different markets should be taken into account.

2. Definition of market segmentation

As introductory word it is appropriate to recall the Pareto law ("the 80:20 law"), according to which only 20% of buyers bring the company 80% of the income, representing a generalized group of the company's target customers. The company focuses its products on them ("shooting at targets"). This strategy of market activity seems to be more effective. In essence, this is market segmentation.

Market segmentation is the division of markets into clear groups of buyers (market segments) that may require different products and for which different marketing efforts need to be applied.

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

The main arguments in favor of conducting, segmentation are the following:

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 the 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 for marketing activities, the characteristics of individual market segments are taken into account, as a result of which high degree orientation of marketing activity tools to the requirements of specific market segments.

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

Geographic segmentation- dividing the market into different geographical units: countries, regions, regions, cities, etc.

Demographic segmentation is the division of the market into groups depending on consumer characteristics such as: age, gender, marital status, life cycle families, religion, nationality and race.

Socio-economic segmentation involves the division of consumers by income level, occupation, level of education.

psychographic segmentation- division of the market into different groups depending on social class, lifestyle or personal characteristics consumers.

Behavioral segmentation involves the division of the market into groups depending on such characteristics of consumers as: level of knowledge, relationship, nature of using the product or reaction to it.

In accordance with the relationship, segmentation is distinguished: by the circumstances of use, based on benefits, based on the status of the user, based on the intensity of consumption, based on the degree of loyalty, based on the stage of readiness of the buyer to make a purchase.

Segmentation by circumstances of use - dividing the market into groups in accordance with the circumstances, reasons for the emergence of an idea, purchase or use of a product.

Benefit-based segmentation is the division of the market into groups depending on the benefits that the consumer is looking for in the product.

User status characterizes the degree of regularity in the use of a product by its users, which are divided into non-users, former users, potential users, novice users and regular users.

Intensity of consumption - a measure on the basis of which markets are segmented into groups of weak, moderate and active consumers of certain products. Obviously, it is more profitable to serve one market segment consisting of a significant number of active customers than several small segments of weak customers.

The degree of loyalty characterizes the degree of loyalty, commitment of the consumer to a particular brand of product, usually measured by the number of repeated purchases of the product of this brand.

The buyer readiness stage is a characteristic according to which buyers are classified into ignorant and knowledgeable about the product, interested in it, willing to buy it, and intentional to buy it.

When segmenting the market for production and technical purposes, the following criteria are primarily used: geographical location; organization type purchasing goods: the amount of purchases; directions of use of the purchased goods.

Segmentation can also be carried out with the sequential application of several criteria. It is important that the segments are not too small, i.e. unfavorable for commercial development. As an example, in fig. 2 shows a fragment of the results of a sequential three-stage segmentation of the aluminum consumer market.

Figure 2

4. Requirements for effective segmentation

Without a doubt, there are many ways to segment the market - but not all of them are effective. For example, table salt users can be divided into brunettes and blonds. But hair color does not affect the demand for salt. Therefore, if consumers purchase salt every month, at the same price and presumably of the same quality, there will be no tangible benefit from segmenting this market.

To be useful, market segments must meet the following characteristics:

Measurability - the extent to which the size and purchasing power of a market can be measured. For example, it is practically impossible to determine the number of left-handers - this is not indicated in any statistical collections. Ordinary information bases of companies do not contain such indexes either.

Accessibility - the extent to which a market can be reached and secured necessary quantity products.

Reality - the degree of profitability and segment size. The firm should target its marketing strategy to the largest homogeneous group of consumers - for example, a manufacturer will never make a car for people whose height is less than 1.20 m - only to order.

Efficiency - the extent to which an effective marketing program can be used to attract consumers. For example, a small aircraft can satisfy 7 market segments, but the director of the company lacks the ability and ability to succeed in all market sectors.

Segmentation methods

Some "basic" segmentation methods can be distinguished. The most important of them is the cluster analysis of consumers (taxonomy). Clusters of consumers are formed by grouping together those who give similar responses to questions asked. Buyers can be clustered if they are of similar age, income, habits, etc. Similarity between buyers is based on different measures, but a weighted sum of the squared differences between buyers' responses to a question is often used as a measure of similarity. The output of clustering algorithms can be hierarchical trees or the union of consumers into groups. There is enough a large number of cluster algorithms.

For example, in the United States, clustering is widespread. systems analysis, called PRIZM , which starts clustering by reducing the set of 1000 possible socio-demographic indicators. This system forms socio-demographic segments for the entire territory of the USA. Thus, cluster 28 was singled out - the families that fell into this cluster include persons with the most successful professional or managerial career. This cluster also reflects high income, education, property, approximately average age. Although this cluster represents only 7% of the US population, it is critical for entrepreneurs selling expensive goods. There are other examples of consumer segmentation based on cluster analysis. For example, among the "psychological" sectors, a very important place is occupied by "the attitude of the consumer to the novelty of the product" (Fig. 3)

Figure 3

As can be seen from the above data, the largest number of consumers refers to the number of ordinary buyers. Consumer segmentation based on cluster analysis is a "classic" method. At the same time, there are techniques for segmenting the market based on the so-called "product segmentation" or market segmentation by product parameters. It is especially important in the production and marketing of new products. Of particular importance is segmentation by product, based on the study of long-term market trends. The process of development and production of a new product, the completion of large investment programs require a fairly long period, and the correctness of the results of market analysis and assessment of its capacity is especially important here. In the conditions of work on the traditional market of standard products, the calculation of its capacity can be carried out by using the summation of markets method. AT modern conditions to increase its competitiveness and correctly determine the market capacity, it is no longer enough for an enterprise to segment the market in only one direction - the definition of consumer groups according to some criteria. Within the framework of integrated marketing, it is also necessary to segment the product itself according to the most important parameters for its promotion on the market. For this purpose, the method of compiling functional cards- carrying out a kind of double segmentation, by product and consumer. Functional maps" can be single-factor (segmentation is carried out according to one factor and for homogeneous group products) and multifactorial (analysis of which consumer groups a particular model of products is intended for and what its parameters are most important for promoting products on the market) By compiling functional maps, you can determine which market segment this product is designed for, which functional parameters correspond to those other consumer needs. When developing new products, this technique assumes that all factors reflecting the system of consumer preferences should be taken into account, and at the same time technical specifications a new product, with which you can satisfy the needs of the consumer; consumer groups are defined, each with its own set of requests and preferences; all selected factors are ranked according to the degree of significance for each of the consumer groups.

This approach allows you to see at the development stage what parameters of the product need design improvement, or to determine whether there is a sufficiently capacious market for this model.

Let us give an example of such a market analysis in relation to the developed project of computers "Apple" (Table 1)

Table 1. "Segmentation of the personal computer market and factors taken into account when developing products for it (1982)"

	Market segments by consumer groups
				To the house. office	In small business	In corporation
Technical specifications
Special qualities
Reliability
Ease of use
Compatibility
Peripheral equipment
Software

*** - very important factor

** - important factor

* - unimportant factor

0 - negligible factor

This simple analysis shows that model A is a computer without a market, and model B is the most suitable product for universities and small businesses.

The company once bet on computer A and lost.

In general, in world practice, 2 fundamental approaches to marketing segmentation are used.

Within the first method. referred to as "a priori", the signs of segmentation, the number of segments, their number, characteristics, map of interests are previously known. That is, it is assumed that the segment groups in this method already formed. The "a priori" method is used in cases where segmentation is not part of the current study, but serves as an auxiliary basis for solving other marketing problems. Sometimes this method is used when market segments are very clearly defined, when the variance of market segments is not high. "A priory" is also acceptable in the formation of a new product focused on a known market segment.

Within the framework of the second method, called "post hoc (cluster based)," the uncertainty of the signs of segmentation and the essence of the segments themselves is implied. The researcher preliminarily selects a number of variables that are interactive with respect to the respondent (the method involves conducting a survey) and then, depending on the stated attitude to a certain group of variables, Respondents belong to the relevant segment, while the interest map identified in the subsequent analysis is considered as secondary.This method is used when segmenting consumer markets, the segment structure of which is not defined in relation to the product being sold.

Segmentation by "a priory" method

When choosing the number of segments into which the market should be divided, they are usually guided by the objective function - determining the most promising segment. Obviously, when forming a sample, it is superfluous to include segments in it, whose purchasing potential is rather small in relation to the product under study. The number of segments, as studies show, should not exceed 10, the excess is usually associated with excessive detailing of segmentation features and leads to unnecessary "blurring" of features.

For example, when segmenting by income level, it is recommended to break down all potential buyers into segments of equal volume, taking into account that the volume of each of the segments is at least not less than the estimated volume of sales of services based on knowledge of the production capacity of the enterprise. The most successful example explaining the above and demonstrating the possibility of dividing potential consumers into stable segment groups can be segmentation of the population based on income, when the entire population is divided into five 20% groups. The presented distribution of income for five 20% groups of the population is given regularly in statistical collections and reports, similarly to that presented in Table. 2

Table 2." Distribution of income by population groups. %"

The convenience of working with such segment groups is obvious, especially in terms of tracking their capacity. Segmentation of consumers of industrial markets according to the "a priory" method is carried out in accordance with two possible situations in relation to the type of consumers:

a) all possible consumers of the market are "known" and their list can be compiled (the number of consumers does not exceed 50 firms)

b) there are quite a large number of consumers, their composition often changes and it is impossible to make a definite list of them.

In case a), in the presence of large consumers, their list description is made, that is, a complete list of all consumers is considered. This method in relation to consumers industrial market called "a complete census of the upper stratum of consumers" . The application of this method makes it possible to determine the capacity of the consumer market, which is considered as the sum of the needs of enterprises from the generated census.

In the second approach to describing consumers of the industrial market, when the number of consumer enterprises that make up the segment is quite high and there is no possibility of forming a "complete census", segmentation is used according to conditional characteristics related to the activity of the industrial enterprise or its characteristics. These features can be components financial indicators industrial enterprise (volume of turnover, profitability of activities, the value of fixed assets, etc.). features of the structure or scheme for making a purchase decision, personnel

becoming and similar indicators. The choice of indicators of the enterprise, signs of segmentation in this case is determined by the nature of the services or products that are supposed to be provided or supplied to these enterprises. Example - Segmentation industrial enterprises in terms of trade turnover and areas of activity is presented in Table. 3

Table 3. "Segmentation of enterprises by the value of trade turnover and areas of activity"

	Segment characteristics
Small firms	Family businesses with limited financial resources. Lack of administrative apparatus, minimum planning. The scope of activity is territorially limited. Commercial success is tied to the policy of 1-2 key people. Financial expertise limited to the advice of a bank or certified public accountants
	Medium firms
Services sector	A large number of employees. Need for long-term funding sources to expand operations
Retail	A large number of employees. A large amount of accounting and accounting work, as well as cash transactions
Manufacturing industry	Funding problems. Need for space
	Large firms
Services and	Focus on expansion and market capture.
	Segment characteristics
retail	Existence of a wide network of branches with extensive personnel for implementation and administrative control
Manufacturing industry	Great need for investment in buildings and equipment. The desire to introduce new products, which gives rise to the need for research and development. Constant striving to conquer new markets, especially abroad
Agriculture	High level of production specialization. Seasonal cash problems. Relatively low return on capital

"K-segmentation" method ("post hoc" method)

The method of "K-segmentation" ("post hoc" method) is aimed at searching for signs of segmentation with subsequent selection of segments. The method implies that there is a consumer market, the structure of which is not known and cannot be determined "a priori" by given characteristics.

Conditions for the effectiveness of the implementation of the method:

The company has at least 100 clients (customers or service providers) per month.

Possibility of conducting a survey of clients of the firm.

Availability of special software "DA-system 4.0" (company "Context") or STATISTICA 4.3 (company StatSoft).

Stages of segmentation

Determination of possible signs of segmentation

Obviously, the signs of segmentation cannot be determined without an appropriate study of consumers. But, nevertheless, it is always possible to assume possible signs of segmentation. First, the firm's salespeople who sell directly to customers can be asked about ways in which customers might be divided. And secondly, you can use the social income and socio-demographic features of segmentation (gender, age, income, profession, etc.).

Conducting a survey

At the second stage, a questionnaire and a survey is conducted (in any form: written, oral, group conversation, field experiment, survey by technical means). The purpose of the survey is to assign each of the clients to certain differentiated points of the segmentation features selected at the second stage. The specified condition (the presence of differentiated points in each issue) determines the need to form

closed questions only. Only the company's customers who have bought a product or service (or are being serviced) in the local time period are polled, preferably within 1 month

The differentiated items of each question are assigned the corresponding serial numbers, which will be entered as an option for the respondent to answer the question. The results of the survey are entered into the appropriate program

Definition of "suitable" segmentation features

The degree of "suitability" of a certain feature of segmentation can be considered the presence of a certain mathematical correlation between a pair of supposed features (the presence of a correlation between questions in this study). The presence of a high level of correlation (the highest value of the calculated mathematical correlation coefficient) indicates the presence of a relationship between the features, that is, the possibility of their joint use. And it is possible to single out a stable segment group only at the intersection of two signs of segmentation.

Select segments

Based on the obtained segmentation characteristics, segment groups (also called "consumer segments") can be formed. Usually their number does not exceed 5-6 groups. The groups with the highest percentage are distinguished as market segments.

Segment wording

At the last stage, the selected segments are given a description and special marketing nicknames are assigned - for example, for new customers - "newcomer", for old ones - "old-timer". Based on these selected segments, further design, modernization or product positioning can be carried out.

Criteria assessment of promising segments

The final stage in the formation of segment groups is the "criteria assessment" of the selected segments, within which their compliance with a number of marketing criteria for the success of positioning products on them is considered.

Several criteria are considered:

Compliance with the capacity of the segment - a positive parameter can be considered the ability to direct all the production capacities of the enterprise to work in this segment, i.e. segment capacity must be greater than or equal to production capacity enterprises.

The segment availability criterion is for the enterprise: the analysis of this issue gives the management information whether it has the opportunity to start promoting its services in the selected segment or whether it still has to take care of forming a sales network and establishing relationships with intermediaries. That is, the question is: has the enterprise previously worked with this segment?

The segment materiality criterion is an assessment of how stable this group of consumers is in terms of its main unifying features. Is this segment growing, stable or declining, is it worth focusing your production capacities on it.

By criterion market segment compatibility main competitors the management of the enterprise should get an answer to the question to what extent the main competitors are ready to give up the selected market segment

Conclusion

In my work, the main methods and principles of marketing segment analysis were considered. In reality, there are many more methods market segment definitions. Ultimately, segmentation is not an end in itself. Its main task is to answer the question - whether stable groups of consumers of a given product can be identified. If such groups are not distinguished, then the company's activities can be focused on all buyers of these products (the so-called mass marketing strategy)

Literature

Alekseev A.A. Marketing research of the services market: Proc. allowance.- St. Petersburg: Publishing House of St. Petersburg University of Economics, 1998

Motyshina M.S. Methods and models of marketing research: Proc. allowance.- St. Petersburg: Publishing house of SPbUEF, 1996

Golubkov E.P. Marketing research. - St. Petersburg: 1999

Kotler, Philip. Principles of marketing.-5th ed.

Arenkov I.A. Marketing Research: Fundamentals, Theories and Methods: Textbook. allowance.- St. Petersburg: Publishing House of St. Petersburg University of Economics, 1992

The concept of market segmentation

Selection of target market segments

Product positioning.

Market niche.

1. The concept of market segmentation

In modern conditions of market development, it is almost impossible to satisfy all consumers with the help of one product or service. Everyone has their own desires, interests, expectations from the product. Therefore, companies need to take into account the differences in the requirements and expectations of consumers when developing a marketing strategy and marketing mix. This can be done by dividing the market into specific groups, each of which includes consumers with general characteristics and similar needs for certain goods and services. The identification of these groups is called market segmentation.

An enterprise in its activities can focus on the entire market or on individual market segments. The task of marketing is to help the company find its place in the market.

Under segmentation understand the division of the market into separate segments, differing either in their parameters and or in their reaction to certain types of activities, or in some other way.

Market segment- this is a specially allocated part of the market, a group of consumers, goods or enterprises that have some common features.

Market segmentation is one of the functions in the system of marketing activities and is associated with the implementation of work on the classification of buyers or consumers of goods that are on the market or displayed on it. The main goal of segmentation- "revive" by focusing on the consumer designed, manufactured and sold the flow of goods (services) in a specific market segment.

The splitting of the underlying market is done in two steps, which correspond to two levels of market splitting.

At the first stage, which is called macro-segmentation, the “product market” is identified.

In the second step, called micro-segmentation, within each previously identified market, customer segments are identified (i.e., the selection of small areas of the underlying market to apply the company's marketing efforts to).

The segmentation process consists of the following steps:

Analysis of the market and marketing opportunities of the company

Study of segmentation criteria

Market segmentation

Market environment analysis and target market selection

Choosing and planning a strategy for the company's behavior in the market

Assessment of attractiveness and selection of target market segments

Positioning of goods on the market

Marketing mix planning

Marketing mix development

Organization of the company's activities in a new market segment

Segmentation goals:

The best satisfaction of the needs and requirements of people, fitting the goods at the request of the buyer

Strengthening competitive advantages

Ensuring the rationalization of costs for the production and sale of products

Orientation of all marketing work to a specific consumer

Linking the science and technology firm to customer needs

Avoiding competition by moving into an undeveloped segment.

Pre-segmentation- the initial stage of marketing research, focusing on the study of the maximum possible number of market segments.

Final segmentation- the final stage of market analysis, the conduct of which is regulated by the capabilities of the company itself and the conditions of the market environment. It is associated with the search for optimal market segments in order to position products on them that meet consumer demand and the capabilities of the company.

Depending on the type of consumer of goods or services, segmentation of consumers of consumer goods and consumers of goods for industrial purposes is distinguished.

Thus, the consumer segment in the market of the firm's products consists of consumers with similar needs and behavioral or motivational characteristics, which creates favorable marketing opportunities for the firm.

The main purpose of segmentation is to ensure targeting of the product being developed, produced and sold. By means of it, the main principle of marketing is carried out - consumer orientation.

Market segmentation is the process of dividing the market (consumers) into groups according to certain characteristics. The main purpose of this action is to study the reaction of a particular group to a particular product, as well as the choice of the target (main) occupies a dominant position in any marketing research companies.

What is market segmentation for?

Any company works for its customers. Naturally, they all differ in one way or another from each other. Market segmentation is the process of highlighting certain parameters that distinguish one group from another. One buyer from another can be distinguished by his place of residence, habits, religious views and even attitude to life. Taking into account all these differences, the company can produce different products for each segment. Each group is naturally different from each other. One of the differences is their number. Many firms focus their attention only on the largest group. Although there are quite a few companies that focus on one narrow lets them avoid a lot of competition and have regular customers. Segmentation provides an opportunity to study your customers better, as well as to identify which groups do not use the services of a particular company. Thus, market segmentation is in the activity of any company. This phenomenon is based on certain principles.

Principles of market segmentation

Segments can differ according to several criteria:

1. Geographically. Consumers can be divided into urban and rural populations, as well as by place of residence - by regions, cities and even countries.
2. On a demographic basis. The most common is the division of potential customers by age, income level and marital status. Among the additional: religion and
3. On a psychographic basis. The division of consumers is carried out on the basis of the characteristics of a particular person. Exists various methods determining the psychographic type of a person, according to which the market segmentation takes place. Example: a person can be attributed to one of two groups - to psychocentrics or allocentrics.

Among other signs, consumers can be distinguished by their attitude to products, by consumption style and by personal characteristics.

How to select segments

The choice of a particular product can be influenced not only by one age of consumers, but also, for example, by income level or geographical location. Therefore, the more criteria will be allocated when studying consumers, the more clearly the whole situation on the market will be visible. At the same time, a large number of signs significantly complicates the situation. Simply put, the more segments, the fewer consumers in each group. How many segments to allocate and by what parameters depends on individual features enterprises.

Thus, market segmentation is a process that must take place according to certain scheme depending on the goals of the enterprise.

Market segmentation- division (differentiation) of any market into separate parts (segments), taking into account many criteria and factors.

Market segment- identification of groups of consumers, products or enterprises with common characteristics. Segment- a market group of buyers with similar needs, desires and opportunities.

In the mass market, with a huge number of buyers, manufacturers do not see the point in developing products to meet the needs of each individual consumer. To simplify, in order to optimize the production program and simplify communication, marketing and sales, the manufacturer identifies groups of buyers with similar needs, views, principles within the group. Consumer groups, on the other hand, differ significantly in their requirements for the product, principles and views, methods of purchase and consumption.

In the market of exclusive, expensive goods everything is different. Companies are forced to treat each of the buyers as a separate market. For example, the market segment for the production of intercontinental airliners, the market for heavy mining dump trucks involves working with each of the buyers personally. In this case, marketers talk about the ultimate degree of market segmentation.

Market segmentation, market segmentation- the strategy of manufacturers and sellers of goods, which consists in dividing the market into separate parts (segments) on the basis of the type of goods sold, territorial location, the type of buyers most represented in this part of the market, according to social characteristics.

There is no single method of market segmentation. The breakdown of the market into groups of buyers, for the purpose of segmentation, suggests that each of the segments may require separate products, and hence marketing mixes.

Segment buyers, depending on the task, it is possible, guided by various principles:

• geographical segmentation - market segmentation into geographical units: states, regions, districts, cities, etc.;
• psychographic segmentation - segmentation of the market according to the signs of belonging to a social class, lifestyle, personality characteristics, according to everything that forms and defines our inner "I";
• sex-age segmentation - market segmentation based on gender, age;
• demographic segmentation of the market - segmentation by income level, education, religious beliefs, etc.;
• segmentation according to the behavioral principle - market segmentation depending on the nature of the consumption of the product, the reaction to this product, the methods of purchase, susceptibility to advertising, habits;

Inter-regional market segmentation- identification of a group of consumers who are similar in many characteristics that go beyond geographic boundaries. For example, segmentation according to the VALS2 system assumes that the consumer is divided into the following segments:

• actualizers (adherents of the modern);
• qualified;
• conservatives;
• reaching;
• aspiring;
• experimenters;
• active;
• wrestlers.

Updaters: love high quality things; receptive to new ideas, technologies, products; skeptical about advertising.
Qualified: show no interest in image, prestige; higher than average consumption of household goods; love educational and social programs, books;
Conservatives: constant in purchases, change habits with difficulty, seek bargain shopping, watch TV more than the average viewer, read journalism, reviews;
Reaching: adherents of a variety of goods and discounts; read self-help publications;
Aspirants: show interest in the image; buy on credit;
Experimenters: follow fashion; spend a lot on communication; purchases are impulsive; susceptible to advertising;
Active: buy valuable and reliable, for comfort, without luxury; preferred topics of the information surrounding background: cars, do-it-yourself, sports, outdoor activities;
wrestlers: adherents of the brand, interested in discounts; susceptible to advertising; often and with pleasure surround themselves with an informational background.