MARKET SEGMENTATION AND

PROMOTIONAL STRATEGIES IN
MINDSOL

ABHISHEK N
4VV15MBA05

Introduction

Market segmentationis the process of dividing a broad consumer or

businessmarket, normally consisting of existing and potential customers, into subgroups ofconsumersbased on some type of shared characteristics.
TYPES

Common needs

Common interests

Similar lifestyles or

Similar demographic profiles.

Ways to segment a market

Business-to-Consumer (B2C)

Business-to-Business (B2B)

Literature Review
1.

PRODUCT DIFFERENTIATION AND MARKET SEGMENTATION AS

ALTERNATIVE MARKETING STRATEGIES
WENDELL R. SMITH
JOURNAL OF MARKETING
VOL. 21, NO. 1 (JUL., 1956), PP. 3-8
PUBLISHED BY:AMERICAN MARKETING ASSOCIATION

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2. A Probabilistic choice model for marketing segmentation and
elasticity structure Gary Russell University of Iowa - Henry B. Tippie
College of Business 1989 Journal of Marketing Research, Vol XXVI
(November 1989), 379-390

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3.

Market Segmentation, Product Differentiation, and Marketing

Strategy
Peter R. Dickson and James L. Ginter
Journal of Marketing
Vol. 51, No. 2 (Apr., 1987), pp. 1-10
Published by:American Marketing Association

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4. Customer Satisfaction Cues To Support Market Segmentation
and
Explain Switching Behavior Journal of Business Research
Volume 47, Issue 3, March 2000, Pages 191207

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5. Sulekha Goyat Department of humanities & social sciences,
National Institute of Technology, Kurukshetra (136109), Haryana
Tele:8529397205. Email:sghangas12@gmail.com

RESEARCH GAP

This study is confined to a particular product and to only a

particular segmentation.

Product

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STATEMENT OF PROBLEM

In todays competitive world it is very important to gain

advantage over the competitors in order to sustain in the market.
The main factor which helps to achieve the competitive
advantage is by having proper plan and promotions strategies by
organization. Therefore to analyses how well does the market
segmentation helps in achieving competitive advantage in the
market.

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RESEARCH OBJECTIVE

To study market segmentation.

To understand which promotional strategies fits best.

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SCOPE OF THE STUDY

This study helps in understanding the market & various strategies
which helps in reaching the target customers.

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RESEARCH METHODOLOGY
TYPES OF RESEARCH

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Descriptive Research

SAMPLING TECHNIQUE

Sampling Method : Simple random sampling is used to select the population

Sampling size

Type of data to be used

Primary data

Secondary data : Research journals, Text book, Internet

100 out of 200 population (approx.)

: Questionnaire

LIMITATION OF THE STUDY

Collecting information from people during the working hours is

difficult.

Due to busy schedule of employers approaching them is

difficult.

Most of the employees might be hesitant in giving frank opinions

and answer during personal interview.

Time constraint is one of the limiting factors.

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POSSIBLE OUT COME OF THE

STUDY

Better understanding in promoting a new products and

strategies involved to do so.

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BIBILIOGRAPHY

Google scholar

www.google.com

http://www.jstor.org/

www.sciencedirect.com

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Thank You