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MARKET AGGREGATION
Market Aggregation A.K.A Mass Marketing Or Undifferentiated Marketing, Is Simply Marketing A Product To The Largest Audience Possible This Leads To Heavy Exposure Of The Brand And Product. This Also Leads To Reduced Cost In Marketing The Product. Usually Undifferentiated Marketed Products Are Simple And Seen As Necessities Such As Toothpaste Or Toilet Paper. The Key Disadvantage To Mass Marketed Products Is That It Leaves Opportunities For Competitors To Set Up Business And Market A Product To A Individual Segmented Market, Meaning It Is More Difficult To Satisfy The Needs And Wants Of Customers In The Total Market. The Key Advantage Is It Operates In A Larger Market And Hence More Opportunities. An Example Would Be Let's Say For Toothpaste, Toothpaste For Sensitive Teeth Would Be Segmentation Whereas Toothpaste For The Entire Market Would Be Using Market Aggregation Theory. E.G. Cyrus Broachas ad for CadburyKane wallonko Khaneka Bahana Chahiye Dishing out cadbury to all age groups in the same advert. Colgate Toothpaste advert appealing to the entire family comprising Children, parents, grandparents
MARKET SEGMENTATION
Market Segmentation Is Referring In This Case To A More Niche Market Or Differentiated Marketing, It Is Simply A Product Which Is Marketing To A Distinct Target Market. That Is The Product Is Marketed To A Specific Segment Of The Total Market And Thus It Is More Easily Tailored To Satisfy The Needs And Wants Of The Target Market. This Has A Key Advantage To Satisfy The Customers But Has The Disadvantage Of A Smaller Market And Hence Less Opportunities.
An Example Would Be For Computers, Computers Which We're Sold In The Earlier Days Were Standard And Sold To The Entire Market With The Exact Specifications, Computers Today Sold By Certain Vendors Are Sold With Customized Specifications.
Markets Are Heterogeneous. Market Segmentation Is Defining Homogeneous Groups Within The Heterogeneous Markets. Identification Of People With Common Needs And Preferences. Identification Of Groups That Respond In Similar Manner To A Particular Product Offering And To Marketing Programmes And Marketing Communications However Large A Firm The Resources Are Usually Limited Compared To Alternative Market Segments Available For Investment. The Firm Is Compelled To Prioritize And Make Choices That Lead To Optimum Allocation Of Resources. Products Are Maturing Fast And Competition Is Severe. Increase In Brand Extensions Struggle For Market Share. Increasing Disposable Incomes Leading To Demand For Greater Choice. Greater Awareness And Greater Sophistication Varied Lifestyles, Tastes And Preferences Increasing microsegmentation For organisations, easier to focus sharply on smaller segments
Geographicregion, Size Of Area (METRO, URBAN)RURAL), Population Density, Climate Demographicage, Gender, Family Size, Generation, Income, Occupation, Education, Ethnicity, Nationality, Religion, Social Class Psychographicactivities, Interests, Opinions, Attitudes, Values Behavioralisticbenefit Sought, Usage Rate, Brand Loyalty, User Statusfirst Time, Regular, Readiness To Buy, Occasionsholidays, Events BASES FOR SEGMENTATION IN INDUSTRIAL MARKETS Location Company Type Behavioral Characteristics
NOTE: LARGER SEGMENTS ARE NOT NECESSARILY THE MOST PROFITABLE TO TARGET AS THEY MAY HAVE MORE COMPETITION.
The Segment Must Fit The Firms Objectives, Resources And Capabilities.
Whether The Firm Can Offer Superior Value To The Customers In The Segment
The Impact Of Serving The Segment On Firms Image
The Better The Firms Fit To A Market Segment, The More Attractive The Market Segment, The Greater The Profit Potential To The Firm.