MARKET SEGMENTATION

The process of splitting a market into smaller groups with similar product
needs or identifiable characteristics, for the purpose of selecting appropriate
target markets.

Limeroad which runs fashion e-tailer for women Limeroad, has entered the
menswear category with the launch of a new segmentLimeroad for men.
Men in India are getting influenced by both local and global trends on fashion
and there is a desire to be better dressed. They want to do that but in an
affordable manner.

Market Definition

Basis of Segmentation
Demographic segmentation:
Teens and young adults are grouped together into one segment. People in the
age group of 16 to 30 years typically forms this segment. These people are
either college students or people who have recently started earning.
People having moderate to high family income are segmented together.
Geographic segmentation
Indian urban class
Psychographic segmentation
People in upper middle class
The company has three segments for mensuper affordable (Rs.300-499), budget
(Rs.500-999) and premium which go upwards of Rs.1,000. The womens range also
falls under similar categories.
Vals framework:
Experiencers:
Young enthusiastic , impulsive people who seek variety and excitement .they
spend a comparatively high proportion of income on fashion ,entertainment ,
and socializing
Thinkers:
Mature people motivated by ideals , they seek durability , functionality and
value in products
Acheivers:
Successful, Goal oriented people focusing on career and family favours
premium products

Innovators:
Successful people with high self esteem always purchases niche oriented
products
Believers:
Conservative , conventional and traditional people with concrete beliefs who
also prefer familiar Local products and are also loyal to established brands
Strivers:
Trendy Fun loving people who are resource constrained .They favour stylish
products that emulate the purchases of those with greater wealth.
Makers:
Practical , down to earth ,self sufficient people favours local made products
with practical or functional purpose.
Survivors:
Elder and Passive people concerned about change and loyal to their favourite
brands.

Behavioural segmentation
Internet savvy users
People who are not afraid of online shopping
People who love to get discounts
People who want to try new outfits and be modern

Usage :

Heavy users consumers are those who purchase frequently and gain much of marketing
attention for being loyal and continue to be loyal to business .Heavy users , Light users , No
users of different demography and geography are segmented together.

Value and Transaction of products