 іadyersarners of marketing management courseoy are discussing units five that is market segmentation. In part one of the video I discussed about two learning objectives. In this second video I took two other learn objectives the two other learning objectives are to recognize the basis of market segmentation. How market segmentation is done and what are the basis based on what segments market is done  laughter మా marketplace మా marketplace మా market మూడిల్ర్ర్రం మూన్న్న్న్ మూనిగ్న్ మాహ్నిటంి పర్న్క్ని హిదినిలే స్దిస్త్న్. మాస్న్న్న్నోతోత్నేనేర్ సిసిస్న్�  widgets segment where, we can have advantages of being at of our competitors being able to satisfy the needs of profitable customers and to sustain our marketing activities over the longer period of time. So we can think about the market segmentation from three of perspective. One is, the needs and characteristics of the buyers need to be assessed. We can contact the market research and based on the market research, we can identify the needs and characteristics of the consumers. Say, some of the industrial adhesives, like, say, dendrite, we all know. These were industrial adhesives, but after contacting market research, the marketers have found that if the product is made available in small quantities, that will appeal to the target consumers also, the mass consumers also. So, accordingly, we find those small dendrite tubes. In different outlets, it has almost become a fast mobile consumer goods type of things. It's easily available in small packets. So, marketing research will give us definitely insights about which market segment to be targeted. Then customers are grouped into different segments in accordance with these characteristics. Domestic consumers or say consumers as such or say industrial consumers. Industrial consumers also say large-scale buyers, small-scale buyers, medium industries. We can think about different kinds of segmentation. So, these segmentation should be able to bring out meaningful differences among customers which the organization can exploit by designing a unique value proposition. Because customers are basically value maximizers. They would like to maximize their value in terms of maximizing the benefits by spending least possible amount. So, that is the value equation. Customers would look for certain solutions. So, accordingly, we can think about that. And ultimately, in the end, we shall try to single out, select one or more markets as target segments. Say, we all know there the markets can be divided into consumer markets and organizational markets. Consumer markets even be as household consumers, as domestic consumers. Organizational markets like the industries, institutions, government, these are all organizational markets. Offices, they are all organizational markets. So, the office buying certain products, banks buying logs and even we buying logs. We shall be buying logs for our household purposes so that we can keep our household safe from theft, equity, burglary, etc. Banks will be highly concerned about safety because they will be concerned about safety of their documents, safety of the money, the consumers' money, ultimately the public money. So, they will need a different kind of safety solutions. So, organizational markets, domestic markets. So, it is the two types. We all know consumer market and organizational market. Consumer market covers the ultimate causes, even me, our needs are defined. Organizational market covers even the wholesalers, retailers, distributors, dealers. They are also all organizational suppliers. They also belong to the organizational market. So, their requirements are different. Say, even me, we found the consumer markets. How can a marketer segment about the consumer market? Suppose, we all, many of us drink the health beverages. Say, Halix, Viva, Maltova, Boost is not it. You can name different brands. So, we all go for different kinds of health beverages. Some of these health beverages are white beverages. Some of these health beverages are say brown beverages. Say, Boost. Boost is a brown beverage. It is not it. Likewise, Viva is a white beverage. So, the beverage market is segmented. Say, white beverages, brown beverages. Some of the consumers prefer white beverages. Some of the consumers prefer brown beverages. Some of the consumers say, even say, compliant. It's a health drink for growing children. Not it. Likewise, Halix is segmented. Say, baby, for the babies, for the young adults, for the aged people, for the women. We find different varieties of Halix. These are basically what these are. The market is segmented. Say, Vivares market, white market, white Vivares, brown Vivares. White Vivares, brown Vivares into different segments for adults. Likewise, say, conflicts. We can think about it as a breakfast cereal. But there is nothing harm if we take it in the afternoon also. But more or less, it is positioned as a breakfast meal only. So, consumer markets can be divided into various variables. Say, geographic variables. Say, North-hand market, Eastern market. North-history market. Say, Assam market. Say, Kamruk market. Say, Guwahati market. We can think about the different distinct variables in terms of geography. Rural market. Arban market. Ralban market. Ralban market means something which is a combination of Rural and Arban. Or semi-arban market. Based on demographic variables, as I have told you, based on age, based on income. Say, for the high-income category people, our products will be different. For the low-income category people, our products will be different. You can think about it as a parkour pen. Parkour pen could be, it may not be available at 10 rupees. Whereas, a renewed pen may be available at 10 rupees. There could be some ballpoint pens which might be available at rupees 3 also. And say, suppose parkour ballpoint pens can be made available at 50 rupees also. Many times we just make use of that as a birthday gift, like that. And based on psychological variables also. Based on lifestyle, you may observe some of the shootings and shooting advertisements. In the advertisements, they show a complete person. Say, Ramon, complete person means one. That person is able to go for horse riding. That person is able to play golf. That person is helping a person, a blind person on the street. It's a complete in all respect. So, our products are meant for those complete persons only. So, they try to create an imagery of that shot. And it could be buyer behavior variables in terms of their user status. Say, in case of airlines, there are some frequent players. They always keep on flying from different places to different places. They are moving around. So, they would like to be categorized themselves as frequent players. So, the airlines companies will be offering certain kinds of discounts to the frequent players based on their mileage or flying. So, these are the variables based on which the market is segmented. Likewise, the organizational market also is segmented. It depends upon the type of the customer. It depends upon the size of the customer. It depends upon the type of the buying situations. Some of the organizations are very, very bulk buyers. Think about steel authority of India Limited, railways, Indian railways. It's a big buyer. That itself is a big, big, big market for many of the marketers. Like we say, for steel authority of India Limited, railways would be a big market. Likewise, for steel authority of India Limited, there could be some small buyers also. Suppose local steel manufacturing unit, there is a small buyer. Say, steel authority of India Limited will be having different kinds of products. So, they will be having a different strategy for marketing to Indian railways. They will be having a different strategy for marketing to the local level steel manufacturers. So, size of the customer, type of the customer and the type of the buying situations. Some of them will go for bulk buying only once in a year. They will pile up inventories and some of them may not go for bulk buying. So, they will go for repeat process and repeat process only. They will buy in small quantities but they will buy in a repeated manner. So, this way the organizational markets also can be categorized into different segments. Say, large segment, small segment, medium segment, tiny segment, frequent buyers, infrequent buyers, modified buyers, they always go for straight revive only, will not go for different kinds of considerations. All these, ultimately the marketer will go for targeting these markets. One is undifferentiated targeting. Undifferentiated targeting is we are going to serve the entire mass market with one mass quota. And that is unlikely to be possible. In case of say sugar, we can think about sugar as a commodity. But in today's context even sugar is also branded. Branded means what? A segment has been identified. Say, asirwar raka. So, it's different from other raka. Kaptenku is different from other salt. It's not like a common salt. So, we do not have the kind of common salt that we have. We have say iodized salt. Out of iodized salt we have got kaptenku. We have got asirwar. We have got different brands. Means what? We are, these marketers are trying to differentiate the market. So, undifferentiated marketing is likely to be not found in today's context. Then basically it's concentrated targeting. Suppose say Goddress, easy, ulein detergent. That is concentrated. It's only for ulein products only. Not for all kinds of clothes. So, that is concentrated. And it could be multi-segment. Suppose Goddress themselves will be having a different say procter and gamble. They will be having different detergents. Hindustan in river. Say surf is there. Sunlight is there. Lean is there. Okay is there. So, they are present in multiple segments with different brands. Some of them even say area. So, they will be having different products. So, each of them will be targeted to a distinct set of pairs. So, with this we have tried to cover the different basis of segmentation and what could be the approaches for market segmentation. In the third part of this video, we shall take up the other two learning objectives. Thank you.