What does market segmentation include? Market segment - what is it? Segments of the financial market. Choice of target market segments. Stages of market segmentation

Ministry of Education and Science of the Russian Federation

Federal Agency for Education

SEI VPO Ural State University of Economics

Branch office in Kamensk-Uralsky

The average professional education

COURSE WORK

In the disciplines "Marketing of goods and services" and "Marketing market research"

Topic: Segmentation of the consumer market on the example of Perekrestok LLC

Specialty: 080112

Performer: 2nd year student

"Marketing" gr. KUMAR-08

Motorina E.V.

Head: Associate Professor

Pasmurtseva N. N

Kamensk-Uralsky 2010

INTRODUCTION

THEORETICAL FOUNDATIONS OF SEGMENTATION OF THE MARKET OF GOODS IN COMMERCIAL ACTIVITIES

1 The concept and content of market segmentation

2 The role of market segmentation in commercial activities

3 Main stages of market segmentation

ANALYSIS OF SEGMENTATION OF THE MARKET OF PERFUMES IN THE COMMERCIAL ACTIVITY OF LLC "PEREKRESTOK"

1 Characteristics of the main economic indicators activities of Perekrestok LLC

2 Perfume market segmentation analysis using the focused interview method

1 Campaign to increase perfume sales promotion

CONCLUSION

INTRODUCTION

The modern world is undergoing tremendous, gigantic in scope and long-term impact changes, the study of which involves the identification, definition and careful analysis of the main components external environment.

The external organizational environment includes elements outside the company, but having a significant impact on it: competitors, resources, technologies and economic conditions.

Therefore, any company entering the market, apart from its ambitious goals, must understand and evaluate what it will have to face in reality.

Any market in terms of marketing consists of buyers who differ from each other in their tastes, desires, needs and, most importantly, purchase goods based on different motivations. Therefore, a merchant must understand that with a variety of demand, and even in a competitive environment, each person will respond differently to the goods or services offered. It is very difficult to satisfy the needs of all consumers without exception, since each of them has certain differences in needs. For example, some consumers prefer high-quality products and are willing to pay the corresponding price, while others are willing to purchase a product with acceptable consumer characteristics at a low price.

aim term paper is the study of the fundamentals of market segmentation from a theoretical standpoint and the development practical advice to improve the segmentation of the perfumery market.

To achieve this goal, we have set the following tasks:

) to study the essence of the concept of "segmentation" and its role in commercial activities;

) analyze the segmentation of the market of perfumery products in the commercial activities of the Perekrestok company, Kamensk-Uralsky.

To implement these tasks in the course work, the following research methods were used: monographic, comparison, analysis and synthesis, focused interviews, questionnaires.

The subject of our research is the segmentation of the perfumery market.

The object of our study is the Perekrestok company in the city of Kamensk-Uralsky, Sverdlovsk Region.

The goal of the organization "Crossroads" is to make a profit, while not violating its own mission to make the world more beautiful, brighter and better, helping people in their choice.

When a company is at the pinnacle of success, many of its managers, not to mention ordinary employees, do not even think about the prospects for the near future, but Perekrestok is one of those few companies that perfectly understands that one of the main responsibilities of a leader is precisely in determining the "place" in which the company should be in the future, and the route leading to the intended goal.

In this company, the process strategic planning is continuous: the mission is revised and refined, new goals are set, new plans are developed. Everything is done in order to meet the new requirements of the external environment and the interests of the most important interested consumer groups.

segmentation consumer market perfumery

1. THEORETICAL FOUNDATIONS OF SEGMENTING THE MARKET OF GOODS IN COMMERCIAL ACTIVITIES

1.1 The concept and content of market segmentation

A segment is a specially allocated part of the market (a group of customers in the market) that has similar characteristics and responds in the same way to certain marketing efforts.

Segmentation is a strategy for working with consumers, based on two main principles: the heterogeneous nature of the market or the totality of consumers, suggesting the possibility of separating their groups (segments), each of which makes its own specific requests for products manufactured by the company; differentiation of products, forms and methods of marketing, advertising, packaging, etc. depending on the specifics of each segment.

The use of segmentation principles is especially effective when entering markets characterized by a high degree of competition.

According to A.M. Godin, the same product can be intended for different groups of consumers, which are called market segments, and the process of their identification is market segmentation.

Market segmentation is a specific strategy for more rational and complete adaptation of production and marketing activities to market consumers and customer requirements.

This stage consists of isolating total weight potential consumers the company's products of individual typical groups that have homogeneous requirements for the product, react in the same way to advertising, i.e. groups with the same consumer motivations, preferences and behavior.

L.E. Basovsky believes that market segmentation is the breakdown of the market into clear groups of buyers, each of which may require separate products or marketing mixes.

It follows that within each market there are groups of customers with certain common characteristics that are interested in your products or services to varying degrees. These customer groups are called market segments.

Market segmentation of any product or service is multidimensional, i.e. produced according to a variety of characteristics, the division of all potential consumers of this market into enough large groups in such a way that each of them makes special, significantly different requirements for this product or service.

Consequently, market segmentation is the activity of classifying consumers of goods produced and sold by the enterprise in accordance with the qualitative characteristics of their demand. In other words, by segmenting, the company divides the market into separate segments, which are most likely to be characterized by the same response to marketing incentives. The main purpose of market segmentation is to ensure targeting of the product being developed, produced and sold.

Through market segmentation, the basic principle of marketing is realized, the essence of which is that the company builds work on a combination of its interests with the interests of the market, focuses on the needs of the market when making decisions, and achieves its goals by satisfying its requirements. Thus, market segmentation is difficult process. On the one hand, it is a method of finding parts of the market and determining objects, primarily consumers, to which marketing activities enterprises. On the other hand, it is a managerial approach to the process of making decisions by an enterprise in the market, the basis for choosing the right combination of elements of the marketing mix. It should be especially noted that: 1) market segmentation is applied exclusively to consumers (buyers) of a certain type of product or service. A segment is always some special group;

) segmentation should not be confused with the division of markets. The difference is obvious: the market is characterized by a special type of product, while the segment makes demands on some special types, modifications of goods within this type. Accordingly, the company can change its product strategy by working in different segments, but remain within the market that is well known to it. It is quite another matter to enter a new market with all the difficulties that accompany it - from new technology to new distribution systems;

) multidimensionality, or the use of a number of different characteristics for segmentation, of course, is not mandatory. It is not uncommon for an entire segment to be based on a single attribute, such as household income or a consumer's religious affiliation. At the same time, market practice shows that competent multidimensional segmentation expands promising opportunities for almost any company; 4) of course, segmentation is an attribute of abundance markets (buyer's markets), since it is the struggle of firms for buyer's money that makes them penetrate deeper and deeper into the special needs of those who pay money. For an economy in a shortage (seller's market), of course, "average goods" are characteristic, and segmentation is almost never used here. However, it must be remembered that after the "transitional period" the seller's market can very quickly turn into a buyer's market, i.e. any business man and the company's marketing service in all cases must master the basics of market segmentation.

A market segment is created in the following sequence:

a) analyzes the requirements of buyers regarding the company's product;

b) groups of buyers are formed with certain requirements for this product; c) the competitiveness of the goods is assessed;

d) the economic benefit of creating a market segment is determined;

e) a segmentation marketing program is being developed.

Consider the methods of market segmentation.

The most common is segmentation by consumers. It provides for the distribution of all consumers into groups characterized by common stable features, the main of which are: geographical, socio-demographic, behavioral and psychographic. The geographical segmentation of the market is due to the vast territory of the Russian Federation and the location of commercial organizations in various regions of the country. Large regions, such as the Center, Western Siberia, Eastern Siberia, and the Far East, are largely isolated. And each region is a separate market. Market segmentation by geographic features is shown in Table 1.

Table 1 - Market segmentation by geography

Geographical featureTypical market segmentsRegionFar East, Western Siberia, Urals, Volga region, North-West, Center, Central Chernozem Region Within the boundaries of the constituent entities of the Russian FederationCityWithin the boundaries of large, medium, small citiesPopulation densityIn cities, suburbs and rural areasClimatic featuresFar North, middle lane, southern regions

Accounting for a potential buyer by income allows you to place and sales network. Market segmentation by socio-demographic characteristics is presented in Table 2.

Table 2 - Signs of segmentation by socio-demographic characteristics

Classification method Typical market segments Composition of the population Highly paid population, middle class, the bulk of the population with limited means and the poorest segments of the population Income level Less than 5,000 rubles, 5,000-15,000 and over 15,000 rubles. per monthOccupationCivil servants, intellectuals, agricultural workers, workers, people creative professions, businessmen, middle managers, pensioners, students, housewives, the unemployed and over 60 years old Family size 1-2 people, 3-4 people, 5 or more people Life cycle stage Young family without children, family with a child under 5 years old, family with a child over 5 years old, elderly family living with and without children , lonely, etc.

Segmentation by behavioral characteristics implies differences in consumer lifestyle, the reason for making a purchase, the intensity of consumption, the degree of commitment to a given brand of product, the degree of awareness and willingness to make a purchase, and consumer attitudes towards the product. When segmenting the market, it is important to single out a group of consumers for each classification feature. At the same time, individuality should be preserved, taking into account the specifics of the proposed product. Therefore, the above classification may be different (by age, family composition, income level, etc.).

Psychographic segmentation includes such features as lifestyle, personal qualities and the nature of consumer motivation. Commercial organizations strive to know as accurately as possible the lifestyle of their customers, personal qualities, which are an important factor in market analysis. But this cannot serve as a sufficient justification for the allocation of a market segment without taking into account the relationship with other elements.

When segmenting a market, it is important to develop a plan for the upcoming segmentation. Sharding planning includes a number of features. First of all, this is the definition of the characteristics and requirements of consumers. The firm then develops a profile of different customer groups. At the stage of selecting customer segments, the firm must decide which market segments create the best opportunities for the firm and how many segments the firm should focus on the upcoming sale of goods. After a market segment is selected, the company must determine its place relative to competitors, study their product, its properties, price, sales volumes.

Segmenting a market by product can be just as effective as segmenting by consumer. It represents the distribution of goods or services sold according to their functional purpose and such segmentation parameters as the price of the goods, the availability of various types of services, the technical parameters of the goods.

Segmentation by goods is most often used when new products are launched on the market, when it is necessary to determine the group of consumers of this product, what functional, technical parameters and consumer properties it must satisfy new product. Only after that should marketing decisions be made to clarify the market capacity, choose the type of advertising impact on consumers, determine the most effective options for the distribution of goods, distribution channels and locations of commercial organizations.

The market segment should ideally meet the following conditions:

be capacious enough;

provide opportunities for further growth;

not be the object of commercial activity of competing firms;

be characterized by the needs that the enterprise can satisfy.

Segmentation of the consumer and production products based on customer feedback on quality, brand, advertising, promotional efforts, etc.

Market segmentation helps to determine the most likely areas for finding buyers, and the sales and marketing manager determines for merchants the type of customers with whom to do business.

1.2 The role of market segmentation in business activities

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 segments of the market where her product will bring the maximum income - it is quite obvious that different consumers want to buy different products.

The firm focuses on one group of consumers with a distinct set of needs and uses a specially designed marketing plan to reach that one group.

To successfully sell their products, commercial organizations differentiate consumers in order to identify those who could become potential consumers of these products. Since each consumer has different requirements and approaches to the same goods, market segmentation should be used, i.e. divide Common Market into more homogeneous segments.

Market segmentation allows you to:

more accurately outline the target market according to consumer needs;

determine the advantages or weaknesses of a particular commercial organization in the struggle for the development of this market;

more clearly set goals and predict the possibility of successful business activities.

When segmenting the market, it is important not only to determine the group of consumers, but also to determine the target segment for which the products of a commercial organization are best suited. This will allow the management of this company to satisfy the needs of consumers in the selected segment.

The success of a commercial organization in the competitive struggle largely depends on how correctly the market segment is chosen.

Thus, segmentation allows you to evaluate each part of the market and take into account the conditions of work with each consumer.

Segmentation allows you to determine the number and share of the market, in general, its volume, so that each segment of the market provides sufficient profitability to its participants.

Selected market segments should be available to this commercial organization, which allows you to organize the sale of products and provide consumers with the necessary information about the benefits of products and the reliability of their delivery.

The selected market segment should have certain advantages. These include the size (capacity) of the segment, the availability of the segment for trading company so that it can be able to sell products through distribution channels and storage in warehouses within this segment.

The effectiveness of a commercial organization in the selected market segment is determined by how this company meets the needs of consumers and is evaluated by comparing the costs and profits from the results of its activities, i.e. determined by the economic efficiency of market segmentation.

1.3 Main stages of market segmentation

The first step is to identify the main market segments. This step begins with the analysis of consumers and their distribution according to various characteristics. A company's customer base can be grouped in a variety of ways.

The second step is the collection of information for the study of target segments. To make decisions in the field of marketing policy of an enterprise, it is necessary to collect and process information about consumer preferences of various market segments. This will allow the company:

understand the needs and capabilities of its customers and identify their attitude towards it and its products;

identify the underlying causes of problems that prevent business from developing or hold back the pace of its development;

identify new markets and niches for perfume products;

identify new brands that should be introduced to the market where our company operates.

There are two types of information in marketing: secondary and primary.

Secondary information is information that can be obtained from already existing sources without carrying out special events for this. This information has already been collected by someone, you just have to find it (possibly acquire it) and analyze it. Secondary data can be obtained from external and internal sources.

External sources: libraries, Internet sites, printed editions, databases, etc. When making important marketing decisions, it is not recommended to fully rely on these sources, they must be compared with each other.

internal sources. This is information collected by your company in the course of day-to-day activities. You should be very careful about the organization of its regular collection, accumulation, storage and analysis. Obtaining such information is not very expensive, but it is very valuable.

Primary information is obtained during marketing research which can be carried out both independently and with the help of specialized organizations.

There are three main approaches to research.

Do-It-Yourself Research: Conducting market research with your own marketing specialists. This method is used when the budget for the study is extremely limited and the scope of the study is not very large.

Combined method: conducting marketing research with the help of specialists from a research firm, when part of the work (for example, the development of questionnaires and data analysis) is performed on its own, and the other part (directly questioning) is entrusted to the research company. Contacting a research firm: The research is carried out entirely by the research firm.

Ultimately, the choice of one or another method of conducting marketing research depends on three parameters: the required quality of information, its cost and the speed of obtaining it.

It should be borne in mind that information about consumer groups and the characteristics that they prefer can be obtained by a company through independent or commissioned market research, for example:

consumer survey;

survey of personnel in direct contact with consumers;

analysis of the accumulated databases of consumers and their characteristics.

The results obtained during the previous step by step procedures, are a platform for strategy formation in each target segment (it is also defined as a market positioning strategy) where our company operates. At this step, it is required to formulate these goals.

Now the company has all the necessary data to start developing the marketing mix. The marketing mix is ​​a system of measures that allows you to successfully sell the company's products and involves the following actions:

development commodity policy;

determination of pricing policy;

building sales channels for goods;

development of a system for promoting goods.

The purpose of the commodity policy is to achieve a balanced product range and competitiveness. To do this, you need to analyze key features perfumery products sold by our company, and, if necessary, withdrawal from sale and purchase of new products.

For the successful functioning of the company in the market, we need to assess the competitiveness of our products. Competitiveness is the superiority of a product in the target market in terms of the degree of satisfaction of needs over its analogues.

To assess the competitiveness of your product, you need to determine the most significant characteristics of the product in terms of significance to the consumer and evaluate how these characteristics look against the background of the closest competitors. In addition, this information can be obtained through a consumer survey. In most cases, consumer surveys are most effective, but it should be taken into account that this method is also the most costly.

Assessing the degree of importance for the consumer of various characteristics of the product will show which of them should be paid attention to in the first place. Product specifications can be obtained from the manufacturer.

This information will show in which basic properties our product is ahead of competitors, in which it loses to them, and also due to which it is possible to increase the competitiveness of products.

Effective assortment management allows the company to maintain competitiveness and develop.

To manage the assortment, we recommend using a full set of tools for obtaining market information: observing consumers and competitors, collecting and analyzing sales statistics (both for your company and competitors), conducting surveys of sellers, buyers and other market participants.

Pricing policy - the development of decisions on the appointment of specific prices for goods and the rules for granting discounts. Thus, price policy directly affects the company's sales and profits.

When setting prices for products, consider:

company goals;

acceptability of the price level from the point of view of buyers (perception of the value of the product);

break-even pricing decisions for the company;

Compliance of the price level of your products with the prices of competitors' products.

Promotion - a set of activities to bring information about the merits of the product to potential consumers and stimulate the desire to buy it.

We can obtain information about consumers and the properties they are looking for through surveys of consumers, staff, etc.

The result of this step will be a promotion program, which is a list of specific activities through which we plan to achieve the goal of promoting products. Such activities fall within the areas of advertising, public relations and sales promotion. The procedure for developing an advertising message can be as follows:

When planning an advertising campaign, it is important to consider the number of people (advertising audience) who will see or hear our advertising. At the same time, the most important condition is the size of the target audience - the number of real and potential consumers of our products among all representatives of the advertising audience.

After the advertising campaign, you need to evaluate the effectiveness of advertising: this can be done by comparing the number of consumers (sales) before and after advertising. Later we will be able to make an informed choice - to continue advertising campaign or not.

2. ANALYSIS OF THE SEGMENTATION OF THE PERFUME MARKET IN THE COMMERCIAL ACTIVITY OF PEREKRESTOK LLC

2.1 Characteristics of the main economic indicators of the activity of Perekrestok LLC

Perekrestok has been on the market for over 14 years. Perekrestok is the largest company in the city of Kamensk-Uralsky selling cosmetics, perfumes, hygiene products, tights and household chemicals. It develops in two directions: wholesale (i.e. operates as a distributor) and retail (developed commercial network has 54 stores in the Udmurt Republic, the Republic of Bashkortostan and the Perm Territory).

Perekrestok's mission: "To make the world more beautiful, brighter and better by providing people with the most appropriate choice of means to create and maintain beauty and comfort."

The main indicator by which the activity of a trade enterprise is evaluated is retail turnover.

The development of retail trade is largely facilitated by a well-established economic work, which includes an analysis of the activities of the company "Perekryostok" both in general and in individual trade enterprises. Without analysis, it is impossible to identify reserves for the growth of trade, reduce costs and increase profits, based on indicators financial activities companies are being developed long-term plans development.

In the process of analyzing the retail turnover of the Perekrestok store, data from accounting and statistical reporting, current accounting, norms, standards, materials from personal observations and timekeeping were used.

In the context of inflation, the rate of change in trade turnover should be calculated both in actual and in comparable prices:

T sc =T fts /I c, (1)

where T sc - the volume of trade in comparable prices;

T fts - the volume of trade in actual prices;

I c - price change index.

Table 3 - The volume and dynamics of the retail turnover of the Perekrestok store

Periods Actual turnover (thousand rubles) Absolute growth for the year (thousand rubles) Growth rates (%) Growth rates (%) in current prices in comparable prices in current prices in comparable prices Taking into account current prices Taking into account comparable prices Taking into account current prices Taking into account comparable prices 08343.93200911160.010333.32232.01989.41125.0115.7425.015.74

According to the table, it can be concluded that in The Perekrestok store increased its turnover by 25% or by 2232.0 thousand rubles, this was mainly due to an increase in prices and an increase in sales.

For the implementation of a continuous process of trade, certain stocks of goods are necessary. A significant amount of working capital has been invested in stocks of goods, therefore, in order to increase the efficiency of its use, it is important to create reasonable sizes of stocks, creating the necessary proportions between their volume and turnover.

Analysis of the state of commodity stocks (table 4) showed that at the end of 2009. there was a decrease in inventories by 61 pcs. compared to the end of 2008. The level of commodity stocks also decreased and in 2009 amounted to. 83 days, which is 24 days less than in 2008, therefore, the inventory turnover has decreased. It was for 2009. - 84 days. Goods turnover of average stocks increased by 14.29% or 0.54 times.

Table 4 - Status of inventory

Indicators20082009DeviationGrowth rate (%)Growth rate (%)123456Value of commodity stocks at the end of the year (in natural terms)26592598-6197.71-2.29Level of commodity stocks (in days)10783-2477.57-22.43Average size of commodity stocks (in physical indicators) 2379.52628248.5110.4410.44 Goods turnover (in days) 9684-1287.5-12.5 Number of turnovers (in times) 3.754.290.54114.2914.29

According to the analysis of distribution costs (table 5), we can conclude that in 2009. compared to 2008 Distribution costs increased by 31 thousand rubles, due to an increase in the amount of expenses for transportation costs by 10 thousand rubles. and an increase in the amount of labor costs by 21 thousand rubles. Transportation costs make up the bulk of total amount distribution costs and make up the bulk of the total distribution costs and amount to 168 thousand rubles, and labor costs - 105 thousand rubles.

Table 5 - Distribution costs for 2008-2009 the store "Crossroads"

Indicators 2008 2009 2006 compared to plan fact with plan since 2005 123456 Turnover retail 8928.010620.011160.0540.02232.0 Distribution costs Amount, thousand rubles 242.0270.8273.02.231% of turnover 2.712.552.45-0.10-0.26 Transportation costs Amount, thousand rubles 158.0170.0168 0-2,010.0% of turnover1,771,601.50-0.10-0.27 Labor costs Amount, thousand rubles 84,0100.8105.04,2021.0% of turnover

Table 6 - Dynamics of profit and profitability of trading activities of the Perekrestok store for 2008-2009

Indicators 2008 2009 deviation 1234 Profit (money units) 7566.09458.01892.0

From the table we see that in 2009. the profitability of trading activities of the store "Perekrestok" amounted to 3464.47%, and in 2008. - 3126.44, i.e. profitability increased by 338.03%, this was due to an increase in the amount of profit by 1892 thousand rubles.

2.2 Segmentation Analysis of the Perfume Market Using the Focused Interview Method

In order to study perfume consumers in more depth, we conducted a study. The objects of the study were two cities with different populations.

11 group interviews were conducted with 102 representatives of various socio-demographic groups.

In the city of Nizhny Tagil, population 378 thousand people, 5 focus groups were held from 9 to 11 November, in which 49 people took part.

In Yekaterinburg, the population is 1 million 308 thousand people, from November 16 to November 18, 6 focus groups were held, in which 53 people took part.

Socio-demographic characteristics of respondents:

groups of women: teenage girls (13-16 years old), girls (17-25 years old), mature women (28-45 years old);

groups of men: adolescent boys (14-17 years old), young men (18-25 years old), mature men (30-45 years old).

Two group interviews were conducted for each group.

The objectives of our study were the following:

obtain information to improve the assortment in the mass market segment;

understand the motivation of consumers;

identify the main patterns of buying and using perfumes;

identify criteria for choosing perfume products, understand what consumers are guided by and what is important for them when choosing perfumes;

to understand what determines the attitude of people to a perfume product, how people imagine an ideal product.

obtain information for repositioning existing products;

to study the perception of existing products, to understand what image of these products is formed in the minds of consumers and why it is so.

We chose the focus group interview method. Each interview involved 8-10 people who, in the form of a group discussion, discussed the topics proposed by the moderators. The verbal and non-verbal reactions of respondents to products, smells, visual images and statements of the presenter were recorded.

The purpose of the method: to understand the underlying motives of consumer behavior; understand how to communicate effectively with consumers; how people make decisions about the choice of products, how to influence the decision to purchase. To do this, the language of people is studied, their way of expressing thoughts and feelings associated with perfumery and the process of forming opinions in a group of people, the method and nature of the argument.

People who regularly use or buy perfumes in the mass market price segment were invited to participate in the interview.

Consider the results of the study in tables 7, 8, 9.

After analyzing these tables, we can conclude that the respondents poorly differentiated the types of perfumery products. The idea of ​​the category of perfumery as a whole is very vague - few can determine the list of types of perfumery products and name the differences between one type and another.

It follows that smell is almost equally important for women and men. It is the smell that is the hallmark of a perfume product. The smell is perceived mainly in terms of "like - dislike", the language of description of smells is very poor. Apparently, the discussion of smells is a fairly common phenomenon, but such concepts as “the nature of the smell”, “the mood of the smell”, “the person who suits this smell” are not affected. Descriptions of situations for which smell is appropriate are closer to the respondents.

Table 7 - Motivations of consumers when choosing perfumes

GenderMotivationConsumers - womenThe main motive of all consumers is self-expression, creating their own unique image. Perfumes play a very important role in how women feel about themselves. Using perfume is a pleasure in itself. Perfumes, apparently, are an essential attribute of the lifestyle of almost all women, regardless of income and social status. Perfume is especially important for women over the age of 30, for them it becomes a prerequisite for a comfortable sense of self, allowing them not to feel older. Even those women who, due to the peculiarities of their work or lifestyle, cannot use perfume in everyday life, they definitely use it on special occasions. The role of perfumery in creating an image is rather final, they are selected after clothes, hairstyles, cosmetics, accessories, this is the final touch. In this regard, special attention should be paid to fashion trends in clothing, hairstyles, cosmetics - when they change, one should expect a change in the preferences of consumers in the perfume market. Consumers - men own image, "an element of creating a mood", but more utilitarian than that of women. The image is created rather to influence other people, especially women, than for oneself. To the greatest extent, these motives are expressed in the group of 18-25 years. Perfumes are quite compatible with the desire to look masculine or athletic, and can emphasize these qualities. Perfumery is one of the ways to please other people and show yourself, express your essence. In the 14-17 group, the desire to please other people (especially girls) becomes the main motive. The use of perfumery also acquires a status function, an identifier of growing up, hobbies for girls. There is a rational motive - the need to fight off an unpleasant smell, the need for aftershave lotions and deodorants, the desire to "correct flaws." Nevertheless, even for rational consumers, the role of smell is important, “if I don’t like the smell, I can’t use it in any way.” There is also a group of consumers who believe that perfumes should enhance the natural scent, not cover it up.

Table 8 - Perception of different types of perfumery

GenderPerception of types of perfumeryWomenWomen associate perfumery, first of all, with perfumes. The smell "belongs" to perfumes, other perfumery products are some kind of "derivatives". In speech, the word "perfume" is involuntarily used in relation to any perfume product. At the same time, "spirits" have special emotional properties that can be embodied in other products. This attitude is typical for all age groups, most clearly manifested in the groups of 13-16 and 28-45 years old. Men Men have a very ambiguous attitude towards colognes. Some perceive them only as a hygienic (disinfectant, alcohol) agent. Some, on the contrary, have the image of "expensive men's cologne" - the highest quality men's perfume product. No one perceives cologne as an aftershave. Aftershave lotions and deodorants are perceived by men, first of all, from a rational point of view, hygienic properties are important in them. The smell is more of a "limiter", that is, it can make you refuse to buy if it is unpleasant.

All respondents have no idea how smells are produced, what perfume compositions are made of. The smell is perceived "as a whole" as a finished product, its quality cannot be assessed by any objective rational criteria.

Respondents differentiate the concepts of "expensive" and "cheap" smell, but these are more imposed ideas than real sensations. So, one fragrance in different groups, depending on the initial information, was perceived both as expensive and as cheap. Regarding whether cheap products can have a good expensive smell, the opinions of the respondents were divided.

Table 9 - Perception of various odors

GenderAge groupsSmell perception womenGroups 13-16 years old The desire for smells of one note is typical, this is how a good fragrance should be in the opinion of the respondents. "The real smell is always the same." Girls are often looking for "natural" smells, similar to the ones they are familiar with, found in nature, floral, vanilla, marine. For this group, it is important that the smell is fashionable, promoted. Groups 17-27 years old famous brands(especially respondents from Yekaterinburg), sometimes use selective brands (mainly samplers or miniatures), can look for smells similar to selective ones. The color perception of a perfume product is very important, the association of smells with color is strong. The color of perfume in the minds of girls is associated with the ingredients, that is, with what makes up the smell. They prefer variety in smells, the real smell should play, change. They tend to use several different odors depending on the situation, often changing scents. Groups aged 28-45 are poorly versed in the classification of odors, they do not distinguish between expensive and cheap fragrances at all, although many know about three notes. The main idea - expensive and good is one that is strong, sharp, sultry, the scent of a real woman. To a large extent, they identify themselves with their favorite smell. Men of the 13-16 year old groups, like girls, mainly associate perfume smells with natural ones. They absolutely do not distinguish smells into fashionable and unfashionable, stylish and unstylish, expensive and cheap, homogeneous and heterogeneous. The smell is perceived, first of all, as a means of influencing other people, and not in itself. Clearly separate male and female scents. At the same time, all “sweet”, “floral”, “soft” fragrances are feminine, even if they are positioned as masculine by the manufacturer. "Adamant" was attributed to a female product. Groups 18-25 years old The main role of the smell is to emphasize masculinity, strength, and other male features, to complement the image created by a person. A scent is judged in terms of what it expresses. The idea of ​​the classification of odors is very weak. Everyday smells “for yourself” and smells for special occasions, to attract girls, stand out. The smell “for oneself” is perceived as something normal for everyday use, even obligatory, part of the lifestyle. Groups aged 30-45 years Express their commitment to certain smells. One smell - your own - if found, can always be used, in any situation. Usually in real life several similar smells are used.

Male and female odors are much less clearly differentiated. In groups 18-25, there were mentions of a "unisex" smell, similar men's and women's smells under the same brand are also perceived as normal.

The short persistence of many popular inexpensive products is perceived by respondents as a serious problem. However, the characteristic "unstable" is not transferred to the entire group of mass perfumery products. Many people think that non-permanent products are just fakes, and a "real" product will be persistent.

Regarding the optimal odor resistance, the opinions of the respondents were largely divided. The general trend is that the younger the respondents, the less persistent odors they prefer, however, the reported figures (persistence in hours) within the same group differ significantly.

General opinion - it is desirable to know the durability of the smell before buying. Sometimes you need a not very persistent smell, but you can never guess in advance.

Vendors are primarily considered as a source of information on odor resistance. Inscriptions on the packaging are generally ineffective, so almost no one examines the packaging before buying. In addition, information from manufacturers has little credibility.

In reality, the majority of respondents are most likely not able to assess the durability of the smell. No one tracks the effects of the smell on other people over time. Only in the women's group 17-27 was the experience of applying eau de toilette on their hands before buying and monitoring the odor resistance. Products from France are still perceived as having some special merit. Respondents declare their commitment to French perfumery, although this is less pronounced in Yekaterinburg than in Nizhny Tagil. Ceteris paribus (price, smell), using French perfumery would be psychologically more pleasant.

The place of origin indicated by the manufacturer causes distrust among all groups of respondents. Therefore, in a real situation of making a purchase, the place of origin is likely to pay little attention. In adult male and female groups, products in the price range up to 200-250 rubles, positioned as French, cause very great distrust. Therefore, such positioning is rather harmful in perception. Only in teenage groups is the French origin of cheap products unsuspicious. Products manufactured in Russia under a foreign license are perceived positively by both men and women. All respondents are patriotic, but it is not entirely clear how these declarations affect real buying behavior. Such remarks as “they can't finish anything in Russia”, “after all, Russia is Russia”, indicate that the credibility of Russian manufacturers is low. Attitude to different price segments. Almost all consumers do not differentiate price segments well. Respondents have no idea that qualitative differences between products begin with a certain price. Only “normal”, “super-expensive” and “very cheap” products are distinguished well.

The price is perceived as related to the product and is poorly associated with the volume of the bottle and the type of product. When comparing toilet water with a volume of 60 ml for 200 rubles. and 100 ml for 250 rubles. the second product seems more expensive.

Starting from the price threshold of 400-500 rubles. per product, perfumes fall into the category of “super-expensive” goods, which in Nizhny Tagil are rarely considered as potential commodities. In Yekaterinburg, their consumption has become part of the lifestyle of the women's group 17-27; for other groups, they also "do not exist."

The increase in price in the eyes of the majority of respondents, both men and women, does not add additional value to the product and does not result from its special properties. The high price is usually explained by the "brand", "the need for advertising." Apparently, this is a form of self-justification - since the majority of respondents do not buy expensive products, they convince themselves that there is practically no difference in quality between expensive and cheap products.

Respondents are rather positive about imitations, many believe that imitation can embody most of the properties of the original product by offering a small price. This position is especially characteristic of Nizhny Tagil, however, in Yekaterinburg it was clearly manifested in the senior women's and all men's groups.

Let's analyze the models of choosing products and making a purchase of perfumes (Figure 3).

Figure 3 - Perfume buying model

A purchase related to the end of the previous bottle is not always a purchase of the same product. Many say they don't plan which brand of product to buy before making a purchase.

For women, it seems to be very common to buy on the advice of acquaintances. New Product, seen with acquaintances and friends, is tried and discussed, which is an incentive to buy, even if the woman already has a similar unfinished perfume product.

Buying perfume as a gift is more typical for men and teenage girls than for women. However, for close people whom you know well, perfumery is a normal gift. This view was supported by all groups.

Buying perfumes in Nizhny Tagil is usually a planned purchase. The next bottle is bought when the previous one ends. For men, the spontaneous purchase of perfume is an uncharacteristic phenomenon; women also declare their commitment to planned purchases.

Brand loyalty, especially among women, is low. Respondents know few product names, and almost everyone says they prefer to change products with every purchase.

Imitations do not cause rejection among buyers. Looking for a cheap replacement is one of the popular buying patterns, especially among young women.

When making a purchase, the seller plays a very important role. As a rule, the final choice depends on what set of products the seller offers for testing. Rarely the seller offers to taste more than 5 smells, and it is one of them that is bought.

For older men, open markets still play an important role. This is the most convenient place to buy, as men still visit them and buy perfumes along with other purchases.

Purchase of perfumery in Yekaterinburg. Brand awareness and brand loyalty in Yekaterinburg is generally much higher than in Nizhny Tagil. It is absolutely absent only in teenage groups. A very important role is played by specialized shops that set the standard of trade for the whole city. All respondents, both men and women, are primarily focused on specialized stores for planned purchases.

3.1 Promotion plan to increase perfume sales promotion

The largest surge in sales of perfumery products in Russia falls on February and March (holidays). On average, according to the current sales dynamics, taking into account inflation and annual growth market in the first quarter of the year by 50-60% more in absolute digital and total sales by the fourth quarter.

In order to extract the maximum profit during this period of time on the mass-market products, which are dominant in the company's profits, we propose the following: from the analysis, and this is reflected in our work, it is clearly seen that consumers appreciate the difference in the "middle class "and" mass market "only for the price. For other criteria, including technological ones, there is no difference in the classes of perfumery, according to the respondents. As a result, we propose to hold a large-scale campaign with comprehensive advertising in the media and at the point of sale, with the help of outside staff, agents of influence and promotional consultants. According to our estimates, Perekrestok is able to change consumer preferences when choosing perfume products by tilting the share of profit weights to the mass market segment.

All 54 stores of Perekrestok retail network participate in the campaign. In each store, for the period of the action, a staff unit of promotional consultants and agents of influence is exhibited. The system of motivation of this staff is built exclusively from the bonus part and is estimated from the number of products sold that are of interest to the company and the implementation of key priorities set for this period.

According to our calculations, it is clear that sales in the specified period of time, with the help of the promotion offered by us, will be effective.

Action name: "Our prices do not bite, they are still small."

The purpose of the event: to increase sales of Perekrestok perfumery products:

Dates: January - February - March 2010.

Mechanism:

Decrease in prices below the level of the "cheapest" competitors by 01.01.2008.

Informing buyers:

flyers-posters A4 for entrances (10,000 pieces * 2.50 rubles = 25,000 rubles). Model 800 rub.

Total: 25800 rubles.

colored price tags with scoring (4.90 rubles * 9000 pieces = 44100 rubles)

Model 400 rub.

Total: 44500 rubles.

Mobile A2 6 pcs. for 1 magazine (105+270)*156 pcs. = 58500 rubles.

Model 850 rub.

Total: 20,000 rubles.

Printing modules in the newspaper "Center" and "Antenna" 8 units each. * RUB 3000.00 = 18000 rubles. Radio advertising "Europe-plus" (10 outputs / day), "Autoradio" (22 outputs / day), "Retro FM" (22 outputs / day) 20400 rubles / day * 10 days = 204000 rubles.

Additional display of products is shown in the table

Table 17 - Additional display of perfumery products

Men's eau de toiletteSetsWomen's eau de toiletteEnd caps6 stores with 2 shelvesCheckout area10 checkout counters10 checkout countersCost30,000 rubles30,000 rubles

Range:

introduction of new products to stores;

expanding the range of toilet waters in the network (relative to competitors), marketing strategy to increase the margin on each product. Best deal season.

Motivational program for personnel: Individual plans to all stores. With the maximum overfulfillment of the plan set for 3 months, the first 5 stores are rewarded with cash: 1) 12,000 rubles; 2) 9000 rubles; 3) 7000 rubles; 4) 5000 rubles; 5) 3000 rub.

The funds are used corporately.

Total budget of the action: 416,000 rubles.

Table 18 - Calculation of the effectiveness of the proposed action

Brand nameAverage sales, pcs. for the week as of November 2007 Average sales, in rubles Planned sales in units Planned sales in rubles % increase in sales in units % increase in sales in rubles Number of stores * per number of sales of each item per week Average sales in pcs.* on Wed. price in rub.Average sale in pcs.+58%Average sale in rub. + 61% City (women's series) 13 units assortment5*54=270270*120=32400426,652164156,619764City (men's series), 6 pcs. 54=648648*84=544321023,487635,5375,433203.5Judifh (female series) 19 units *54=10801080*87=939601706.4151275.6626.457315.6Marshall (male series), 13 pcs.

Having considered the results of the calculation, we can conclude that the share we offer has economic efficiency. The sales increase percentage will rise by 2254.6 units. per week, and in total will be 251529.8 rubles. Profitability: with the introduction of a motivational program, sales in the specified season will increase by 50-60%, which will allow you to win back the reduction in margins and costs for the program in 3.5 weeks active sales. The average profit for the product group will increase (including costs) over the specified period by 37%.

CONCLUSION

Within each market, there are groups of customers with certain common characteristics that are interested in your products or services to varying degrees. These customer groups are called market segments.

Satisfying consumer needs is not an easy task. First of all, you need to study the consumer well, i.e. answer the questions: who buys, how much, at what price, for what purpose, to meet what needs, where buys. 0provide, if necessary, service. For this, segmentation is carried out. To study all buyers of perfumery is impossible, and unnecessary. It is advisable to find the segment of consumers that will provide the main sales.

The company divides consumers into separate groups (segments) that have the same reaction to the product, its design, color, packaging, price.

Consumer segmentation is carried out on a number of grounds. For example: by socio-economic factors (gender, age, family size, education, social class, income level).

In addition, it is necessary to take into account the psychological factors of consumer behavior: there are buyers who buy goods in large and small quantities, buyers who love new products and those who reject them or are neutral.

It is important to correctly identify the target segment of consumers who are interested in the product and are ready to buy it. Having defined its segment of consumers, the company tries to satisfy their need for goods. Here it is necessary to determine at what price the buyer of this segment is ready to buy perfumes. The price, if it is incorrectly determined, will have a decisive influence on the process of buying a product. The Russian market is especially price sensitive. However low price may be associated with poor quality. High price, is associated with high quality product, but significantly reduces the consumer segment.

From the course work and the analysis carried out, we can conclude that we have disclosed information to improve the assortment in the mass market segment, consumer motivation, the main models for buying and using perfumes, as well as the criteria for choosing perfume products. This is evidenced by the survey and group interviews, the results of which are reflected in our work. Today, it can be said with certainty that the main share in the margin, marginal income, and, accordingly, profits, the company brings sales of products "mass market". The vast majority of respondents use this product.

Summing up my research on the segmentation of the perfumery market, I would like to note that over the past years Russia has seen economic growth, but it occurs due to the export of raw materials, the strengthening of the national currency and the accumulation of stabilization funds. The real growth of GDP (gross domestic product) is due to the development of retail trade and the service sector.

According to independent marketing agencies monitoring Russia's retail trade, retail business is valued at 450-500 billion rubles. in year. The retail business ranks first in Russia in terms of efficiency and second in terms of profitability and is the first taxpayer. Retail chains were the first to place shares on the largest foreign markets and stock exchanges, and therefore, the first in the post-Soviet space to come out of the shadow side of business and are absolutely “white”.

Thus, the purpose of the work - to study the positions of the fundamentals of market segmentation and the development of practical recommendations for improving the segmentation of the perfumery market, has been achieved.

LIST OF USED SOURCES

1. Afanasiev M.P. Marketing: strategy and practice of the firm. - M: Finstatinform, 1995

Basovsky L.E. Marketing. -M.: Infra-M, 1999. - p. 78-79

Baryshev A.F. Marketing: Textbook. - 2nd ed., erased. - M.: Publishing Center "Academy", 2003

Bronnikova T.S., Chernyavsky A.G. Marketing: Tutorial. - M.: PRIOR Publishing House, 2001

Godin A.M. Marketing M., 2003 - p. 51

Kotler F. Fundamentals of marketing. -M., 1996

Krylova G.D. Marketing M. 1999-519. p.35

Marketing / Ed. I.K. Belyaevsky. - M.: MESI, 1999

Marketing / Romanov A.N., Zhukov G.A., Mayorov S.I. / Pod. ed. Romanova A.N. - M.: Banks and stock exchanges, UNITI. 1996

Punin E.M. Marketing, management, pricing at the enterprise. -M.: International relationships, 1999

Modern Marketing / Ed. V.E. Khrutskova.- M.: Finance and statistics, 2002

Chernichenko T. / Priorities for the development of the regional consumer market / Marketing.-2003.-№2.-p.35-38

http://marketing.rbc.ru/research/562949953534987.shtml

http://info-torg.ru/?page=firm&city=3439&fid=1202

Similar works to - Segmentation of the consumer market on the example of Perekrestok LLC

Market segmentation- This is the division of consumers into groups based on certain criteria. The division into segments is necessary to determine the reaction of consumers to ways to promote products or services. The rationale for such a division is that, despite the quality of the product, it cannot be in demand among absolutely all buyers.

The sale of goods is usually heterogeneous. Consumers of different segments do not equally determine which products will be the best for them. Someone focuses on reliability and durability, someone is important economy. In addition to individual preferences for product characteristics, consumer groups differ in terms of income, lifestyle, geographic and other factors. The signs by which segmentation occurs are divided into:

• Psychological and social (lifestyle and behavior, desired benefits, status);
• demographic (gender, age group, level of education and culture, occupation, religion, nationality);
• Geographic (region, transport network, legal restrictions, level of competition).

Consumers in the same market segment have one or more similar criteria that determine their behavior as buyers. The consumer group is a large part of the market. On its scale, several manufacturers compete with each other. From right choice segment of the target audience directly depends on the success of the company in the competition. The main purpose of market segmentation is to assess the situation and needs of buyers in each segment.

Criteria for selecting a segment for an enterprise

In order to correctly determine the group of consumers of products, it is important to consider the criteria by which the company is divided in the market. The criteria for identifying an appropriate segment for conducting business activities include the following factors:

• The size or capacity of a market segment. This criterion is determined by the total sales for a specific period of time or for the entire life of the product. The audience is selected with higher cost-effective parameters.

• Availability of the group for the company. The criterion is characterized by the probability of the manufacturer or seller to get into circulation certain distribution channels for products. As a rule, the company chooses the market segment that is more accessible by most parameters.

• Segment perspective. The stability and longevity of the market group is important for the company. A growing segment is chosen as the target audience, giving confidence in the length of their lives in the future.

• segment profitability. According to this criterion, the activity of the enterprise is evaluated.

• within the segment. The sign allows you to assess the readiness of competitors to give up part of the market in the designated segment, and how much their interests will be affected.

• performance in this segment. Evaluation of the criterion helps to determine whether the enterprise has enough resources to work with the segment and whether the products will be in demand.

• Compliance of the market segment with the goals of the enterprise. Work in the selected segment must be fully consistent with the strategy of the enterprise.

The target audience cannot be determined by only one criterion, as a rule, the assessment takes place on several grounds. The selected segment is not always the largest on the market, much more attention is paid to its future development. For one company, several segments can be selected to carry out activities.

Market segmentation– division of consumers with their numerous and complex needs into narrow, uniform requirements groups.

Market segment– market sector, a group of consumers with certain similar characteristics, significantly different from all other market sectors and consumer groups.

The need for segmentation is determined by market pressure:

▪ if there is economic growth, then the segmentation process becomes more complicated, which is explained by the growth of needs and opportunities to meet them;

▪ If the economic situation worsens, then the segmentation process is curtailed, which is explained by the decrease in the level of satisfaction of needs by the majority of consumers.

Purpose of segmentation- the identification of each group of buyers of relatively homogeneous needs for goods and the organization, in accordance with this, of the commodity, price, and marketing activities of the enterprise.

Purpose of analysis in segmentation– identification of a niche, its development and subsequent development in the fight against competitors. The effectiveness of segmentation analysis is evaluated using the following factors:

▪ the possibility of a comparative assessment of the market relative to other markets, the commensurability and identifiability of markets;

▪ significant size of the prospective market, which makes it possible to distinguish at least two types of consumer behavior, and the capacity of the segments, sufficient for the target marketing program designed for these segments to acquire real meaning;

▪ the existence of sales promotion tools suitable for influencing market segments;

▪ consumers' responsiveness to external influences.

Various criteria are used to define segments (Table 3.3). The segment selected in the course of marketing research should open up good prospects for the further development of the enterprise. In this regard, the implementation of segmentation is due to the strategic goals of the manufacturer.

The indicators that determine the effectiveness of the performed segmentation include:

▪ market size adequate to the needs of the manufacturer;

▪ weak connection between segments;

▪ low competitiveness of goods and services offered by competitors;

▪ persistent differences between segments;

▪ low additional costs for servicing the segment;

▪ Significant need of the segment for goods and services of this manufacturer.

Table 3.3

Criteria for determining the market segment

When segmenting the market, there are various signs. Some of them are presented in Table. 3.4

Table 3.4

General signs of market segmentation

The main advantages of market segmentation:

▪ creation of new products that meet market demands;

▪ identifying effective sales promotion strategies;

▪ assessment of competition in the market;

▪ an objective assessment of existing marketing strategies.

The main disadvantages of market segmentation:

▪ conclusions regarding market segmentation characterize only the average trend of consumer behavior;

▪ Diversity in consumer lifestyles since the 1980s. makes it difficult to segment in many markets;

▪ Segmentation does not allow solving problems associated with insufficient attention to other elements of marketing. Even the most accurate segmentation is of no value if the organization has not developed strategies for the formation of an assortment, sales promotion, pricing, and product distribution.

When carrying out segmentation, it is necessary to select segmentation features, taking into account the differences between the markets for consumer goods and industrial products.

Segmentations for consumer goods distinguish:

segmentation by application- dividing the market into groups in accordance with the circumstances, the motive for making a purchase;

benefit-based segmentation- dividing the market into groups depending on the benefits, benefits, advantages that the consumer sees in this product;

segmentation by user status- dividing the market into groups depending on the degree of regularity in the use of a product by its users, among which there are those who do not use this product; former, potential, regular and new users;

segmentation by intensity of consumption- dividing the market into groups of weak, moderate, active consumers of a particular product;

loyalty segmentation- dividing the market into groups in accordance with the commitment of consumers to a certain brand of goods, measured by the number of repeated purchases of goods of this brand;

segmentation by stage of readiness of the buyer- classification of buyers into ignorant and knowledgeable, well-informed about the product, interested in it, unwilling and unable to purchase this product.

In Russia, segmentation of consumers depending on their ability to pay is very common.

General rule for segmentation: it can be carried out on the basis of one criterion, as well as through the sequential application of several criteria.

In practice, six types of market segmentation are used (Table 3.5).

Table 3.5

Types of market segmentation

Segmentation is successful if a market window is identified or a market niche is identified.

market window- groups of consumers whose specific needs cannot be directly satisfied by a product specially created for this purpose, but are satisfied as a result of the use of other, similar products.

market niche- a segment for which the goods of this company are optimal and their delivery seems to be the most appropriate. Has a high level of specialization.

Market niches can be quite profitable due to high level the quality of meeting the specific needs of a limited number of consumers at higher prices.

The main steps in planning a segmentation strategy are:

1) determining the characteristics and requirements of consumers regarding the type of goods or services offered by the enterprise;

2) analysis of similarities and differences of consumers;

3) development of profiles of consumer groups;

4) choice of consumer segment;

5) determining the place of the enterprise in the market relative to competitors;

6) preparation of an appropriate marketing plan.

After identifying market segments, it is necessary to determine the degree of their attractiveness, select the target market and determine marketing strategies in relation to it.

Several segments selected for marketing research and activities of this enterprise represent the target market.

Target market– an attractive area of ​​the market where the company focuses its activities in order to maximize the implementation of marketing opportunities.

The following factors influence the choice of target markets:

▪ enterprise resources- with their limitations, it is most expedient to use concentrated marketing;

▪ degree of product homogeneity- for goods with the widest possible assortment (clothing, radio equipment, furniture, etc.), product-differentiated or concentrated marketing is most suitable; for homogeneous goods (cotton, oranges, etc.) - mass marketing;

▪ life cycle stage vara - when entering the market with a new product, mass or concentrated marketing is more acceptable, and at the stage of maturity - product-differentiated;

▪ degree of market homogeneity- if the buyer is homogeneous and responds equally to marketing actions, it is advisable to use mass marketing;

▪ competitor marketing strategies- if competitors segment the market, then the mass market is impractical; if competitors use mass marketing, then you can benefit from the use of concentrated and differentiated marketing.

There are five options for choosing a target market (Fig. 3.3:

1) concentrate efforts aimed at the sale of one product on one market segment (Fig. 3.3-a);

2) offer one product to all market segments (Figure 3.3-b);

Rice. 3.2 Options for choosing target markets

3) offer all goods to one market (Fig. 3.3-c);

4) for some selected market segments, offer various products (Fig. 3.3-d);

5) do not take into account the results of segmentation and supply all manufactured goods to the entire market (Fig. 3.3-e).

The development of selected target markets can be carried out by three alternative methods (Table 3.7)

trial market- some part of a certain market used by the enterprise in order to experimentally test the reaction of consumers to a new product.

Consulting firm A.‑S. Nelsen" makes the following recommendations for organization of methods of work in the trial market.

1. The purposes of a trial sale may be:

▪ assessment of product chances;

▪ identification of factors influencing the demand and sale of goods, and their analysis;

▪ rational and targeted preparation for a large-scale market entry.

Table 3.6

Alternative methods of target market development

5. The time of sale in the trial market depends on the type of product and competition (especially for industrial products).

Along with segmentation, a mandatory element of market research is the positioning and differentiation of goods.

Positioning– determining, from the standpoint of the consumer, the place of a product on the market among other similar products.

Positioning is performed after the firm has chosen a market segment, when it seeks to take a certain place in it. If the segment is strong, then there is already competition in it and competitors within the segment have taken their “positions”. Determining the positions of all existing competitors is the first thing that a firm must determine when deciding on its own positioning.

To main types of product positioning on the market include:

▪ distinctive qualities of the goods;

▪ existing benefit;

▪ a special way of using the product;

▪ relation of the product to the competitor's trademark.

Positioning is two interrelated processes:

1) work with potential consumers, which allows you to assess how the consumer actually perceives the product;

2) work with the product, which allows you to determine the actions necessary for this product to take a certain place among competing products.

The sequence of actions when positioning the product is presented in Table. 3.8

Table 3.8

Stages of product positioning

When building a perception map (positioning map), in practice, a two-dimensional matrix is ​​most often used, in which the goods of competing firms are represented (Fig. 3.4)

Positioning, carried out according to two indicators - quality and price, should be carried out in the following sequence.

1. Evaluation of the goods of this enterprise and its main competitors according to two criteria: an integral indicator of quality and price.

2. Drawing all the studied goods on the field of the matrix "quality - price" using, if necessary, the volume of sales (the radius of the circle) as the third coordinate.

3. Determination of the average value of the quality index and price for the entire set of analyzed goods.

4. Determining the severity of competition in the markets by the degree of concentration of goods of competing enterprises in different quadrants of the matrix.

5. Correction of the production and marketing policy of the enterprise in terms of quality, production price and market segment.

Rice. 3.4 Map positioning "price - quality"

In the industrial, social and even government sphere, as well as in business, there is such a thing as market segmentation. It looks like a breakdown of a certain market into parts - segments - according to the exposed . Any marketing project starts with , and for this it is necessary to group and separate people according to key parameters consumers.

The essence of the concept

Market segmentation is everywhere. It is the use of methods for dividing groups of buyers, united by the formed purchasing power and characteristics. Planning a company's strategy begins with this process.

The target segment is necessary for the formation and positioning of a new product or service. Thanks to the data obtained during the segmentation, a list of criteria appears that meets the needs of the company's target audience.

It is the chosen target group that determines the price of a product or service and the level of quality.

Segmentation options:

1. Consumer segmentation ( , ).
2. Segmentation of the business market (analysis legal entities and level of demand).
3. Product market segmentation (product positioning, manufacturer, packaging, pricing policy).
4. Segmentation (direct and indirect features, strengths and weaknesses).

Goals and objectives of the study different types segmentation is different. Market demand segmentation is used to describe a company's target group according to the above criteria. Analysis business markets is used to determine the types of customers according to their level of prospects and the ability to provide the enterprise with demand for a product or service.

The concept of product segmentation is the analysis of the entire range in a given niche. This helps to carefully assess the structure of a particular market and identify free functional niches for the formation of a strategy for new products. In turn, segmentation of competitors provides data on opportunities, threats, strengths and weaknesses of competitors and the enterprise itself, and allows you to identify additional sources of growth for your business.

A competent sequence of using these types of segmentation makes it possible to most effectively prepare for the creation of a company, form an assortment and develop a really working advertising campaign.

The last stage of work is called SWOT analysis. It is necessary for every new enterprise, and no modern company can do without this tool when forming a ready-made strategy.

Benefits of Market Segmentation

When using a properly selected segmentation strategy, the company receives the following main benefits:

• Determining the level of satisfaction of a potential client.
• Optimization of company or enterprise resources.
• Work on increasing the competitiveness of the brand.
• Concentration on really profitable and demanded market segments.

The process of market segmentation is the first step in developing a positioning strategy.

The main stages of strategy formation:

1. Segmentation (selection of filter criteria, search for priority segments and market niches, as well as their description).
2. Determination of target segments (analysis of target segment volumes and potential, formation of strategic goals for the segment).
3. Brand and product/service positioning (determining key needs, where the potential customer is the main object of analysis; creating a positioning strategy based on the analysis and segmentation done, drawing up a marketing plan for each product group).

A specialized approach to market segmentation requires use in the analysis detailed description target audience - a specific niche segment. You can describe the segment using the main criteria. The target segment consists of the following components in the market:

• What brands are already on the market.
• Product quality requirements.
• The behavior of a potential customer at the time of purchase of a similar product.
• What sustainable habits of consumption of goods or services are present.
• Pricing policy in the selected niche for this product.
• What is the sensitivity in the price.
• The level of satisfaction with the goods of the target audience.
• A detailed description of the strong representatives of this segment.

Principles:

1. difference between segments. The goal is to get the "minus factors" of consumer groups. As a result, each segment should have a set of unique qualities.
2. Similarity of consumers in a segment. The goal is to obtain homogeneous segments, that is, to find similar criteria that are needed to solve the tasks of the strategic goal of segmentation.
3. Big size. The goal is to form groups whose size and potential capacity is of interest to the company.

You can give an example of a technique for segmenting corporate markets, while identifying clear groups of potential consumers and choosing the most attractive niche for creating your business.

1. Compilation of a list of required market segmentation criteria.
2. Description of customers who already exist (for which the product / service is being formed, the size and geography of the business, requirements).
3. Description of competitor's clientele.
4. Drawing up a table of differences (to analyze which consumer groups and criteria converge and which differ).
5. Define and clearly describe selected segments based on segmentation criteria.
6. Analysis of the capacity and potential of the segment.
7. Final selection of target segments.

When segmenting the market, it is worth remembering that promising segments are markets with potentially high demand for your product. In addition, do not forget about the assessment of segment profitability. This is an important criterion when defining segments. When segmenting, it is imperative to pay attention to the level of competition in a particular area and the level of probability of price wars.

Market segmentation is a universal way of dividing any industry into homogeneous groups. This process applies not only to consumers to determine the target audience. Segmentation helps to analyze the assortment of all manufacturers on the market, build a map of competitive groups and determine the boundaries of price segments. In this article, we will take a closer look at seven universal ways to segment a product market.

Product segmentation of the market helps to look at any industry from a strategic angle. Combining all market products into homogeneous groups helps to conduct a qualitative analysis of the market situation, identify the most popular product groups in the industry, assess the capacity of each segment and make a forecast of its growth dynamics, identify key market trends and, as a result, develop a working long-term assortment strategy.

7 Basic Segment Search Methods

In world practice, there are 7 main methods for segmenting the assortment on the market: by product groups, by basic functions / characteristics of the product, by volume and size of the product, by type of product packaging, by manufacturer, by price segments, as well as a combination of several parameters.

The first principle - product groups

Product groups are large categories of goods, united by purpose and principle of use. Product groups are a more detailed view of the industry as a whole. Product groups in which the company's product is not represented are in fact good sources of business growth. Entering new product groups, as a rule, does not lead to a decrease in sales of sales of the current assortment, as it covers completely new needs of the buyer.

For example, commodity groups market household appliances are: washing machines, refrigerators, kettles, televisions, etc.

The second principle - according to the purpose of the goods

This type of segmentation is the most common and widely used. At the core this method segmentation of the market by product groups are key features and characteristics of goods that the consumer considers when buying. The more detailed the segmentation by the main functions of the goods, the easier it is to find free market niches for the development of the company.

Here is an example of segmenting the chocolate market:

• by color and composition: dark, milky, white
• by consistency: airy and not airy
• on appearance: bar, bar, candy, other shapes
• according to tastes: pure chocolate, with nuts, with fruits, etc.

The third principle - by price segments

This type of market segmentation is important for understanding the established price boundaries of the market. Over time, clear boundaries of price segments are established on the market, which tell the buyer about the quality of the product, its complexity, uniqueness and premium. Based on the level of their income, expectations from the effectiveness of the product or desire to confirm their social status, the buyer chooses a product from one of the established price segments. If a customer wants a basic product, they are more likely to buy the product at the lowest price. If the quality of the product, the guaranteed result and status are important to him, he is more likely to pay attention to more expensive products.

The most common example of price segmentation: low-price segment or economy segment, mid-price segment, high-price segment, premium segment.