Analysis of market segments by example. Market segment and its objects

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 market segments where her product will bring the maximum income - it is quite obvious that different consumers want to buy different products. In theory, the market segmentation strategy looks like this (Fig. 1)

Picture 1

The article will consider the first point of this scheme - "Market Segmentation", as well as the methods and principles of market segmentation, which have become widespread in our country and in the West.

Market segmentation

1. Classification of markets

Before considering the issue of market segmentation, it is advisable to classify them. In marketing, the market is understood as the totality of all potential consumers who are in need of goods in a particular industry and are able to satisfy it. Depending on the type of consumers, the following types of markets are distinguished: the consumer market and the markets of organizations. The latter are subdivided into markets for industrial products, resale markets and markets public institutions. With such an abundance of markets, it is obvious that when conducting market segmentation, one or another of its features must be taken into account, and the uniqueness of products sold in different markets should be taken into account.

2. Definition of market segmentation

As an introductory word, it is appropriate to recall the Pareto law ("80:20 law"), according to which only 20% of buyers bring the company 80% of the income, representing a generalized group of the company's target customers. The company focuses its products on them ("shooting at targets"). This strategy of market activity seems to be more effective. In essence, this is market segmentation.

Market segmentation is the division of markets into clear groups of buyers (market segments) that may require different products and for which different marketing efforts need to be applied.

A segment is a group of consumers characterized by the same type of reaction to the proposed product and to a set of marketing incentives.

The main arguments in favor of conducting, segmentation are the following:

1. A better understanding is provided not only of the needs of consumers, but also of what they are (their personal characteristics, the nature of the behavior in the market, etc.)

2. Provides a better understanding of nature competition in specific markets. Based on the knowledge of these circumstances, it is easier to select market segments for their development and determine what characteristics products must have in order to gain competitive advantage.

3. It is possible to concentrate limited resources on the most profitable areas of their use.

4. When developing plans for marketing activities, the characteristics of individual market segments are taken into account, as a result of which a high degree of orientation of marketing activity tools to the requirements of specific market segments is achieved.

3. Segmentation criteria

The first step in segmentation is the selection of segmentation criteria. At the same time, it is necessary to distinguish between the criteria for segmenting markets for consumer goods, industrial products, services, etc. Thus, when segmenting the market for consumer goods, criteria such as geographical, demographic, socio-economic, psychographic, behavioral, etc. are used.

Geographic segmentation- dividing the market into different geographical units: countries, regions, regions, cities, etc.

Demographic segmentation is the division of the market into groups depending on consumer characteristics such as: age, gender, marital status, life cycle families, religion, nationality and race.

Socio-economic segmentation involves the division of consumers by income level, occupation, level of education.

psychographic segmentation- dividing the market into different groups depending on the social class, lifestyle or personal characteristics of consumers.

Behavioral segmentation involves the division of the market into groups depending on such characteristics of consumers as: level of knowledge, relationship, nature of using the product or reaction to it.

In accordance with the relationship, segmentation is distinguished: by the circumstances of use, based on benefits, based on the status of the user, based on the intensity of consumption, based on the degree of loyalty, based on the stage of readiness of the buyer to make a purchase.

Segmentation by circumstances of use - dividing the market into groups in accordance with the circumstances, reasons for the emergence of an idea, purchase or use of a product.

Benefit-based segmentation is the division of the market into groups depending on the benefits that the consumer is looking for in the product.

User status characterizes the degree of regularity in the use of a product by its users, which are divided into non-users, former users, potential users, novice users and regular users.

Intensity of consumption - a measure on the basis of which markets are segmented into groups of weak, moderate and active consumers of certain products. Obviously, it is more profitable to serve one market segment consisting of a significant number of active customers than several small segments of weak customers.

The degree of loyalty characterizes the degree of loyalty, commitment of the consumer to a particular brand of product, usually measured by the number of repeated purchases of the product of this brand.

The buyer readiness stage is a characteristic according to which buyers are classified into ignorant and knowledgeable about the product, interested in it, willing to buy it, and intentional to buy it.

When segmenting the market for production and technical purposes, the following criteria are primarily used: geographical location; organization type purchasing goods: the amount of purchases; directions of use of the purchased goods.

Segmentation can also be carried out with the sequential application of several criteria. It is important that the segments are not too small, i.e. unfavorable for commercial development. As an example, in fig. 2 shows a fragment of the results of a sequential three-stage segmentation of the aluminum consumer market.

Figure 2

4. Requirements for effective segmentation

Without a doubt, there are many ways to segment the market - but not all of them are effective. For example, table salt users can be divided into brunettes and blonds. But hair color does not affect the demand for salt. Therefore, if consumers purchase salt every month, at the same price and presumably of the same quality, there will be no tangible benefit from segmenting this market.

To be useful, market segments must meet the following characteristics:

Measurability - the extent to which the size and purchasing power of a market can be measured. For example, it is practically impossible to determine the number of left-handers - this is not indicated in any statistical collections. Ordinary information bases of companies do not contain such indexes either.

Availability - the degree to which the market can be reached and provided with the necessary number of products.

Reality - the degree of profitability and segment size. The firm should target its marketing strategy to the largest homogeneous group of consumers - for example, a manufacturer will never make a car for people whose height is less than 1.20 m - only to order.

Efficiency is the degree to which an effective marketing program can be used to attract consumers. For example, a small aircraft can satisfy 7 market segments, but the director of the company lacks the ability and ability to succeed in all market sectors.

Segmentation methods

Some "basic" segmentation methods can be distinguished. The most important of them is the cluster analysis of consumers (taxonomy). Clusters of consumers are formed by grouping together those who give similar answers to the questions asked. Buyers can be clustered if they are of similar age, income, habits, etc. Similarity between buyers is based on different measures, but a weighted sum of the squared differences between buyers' responses to a question is often used as a measure of similarity. The output of clustering algorithms can be hierarchical trees or the union of consumers into groups. There are a fairly large number of cluster algorithms.

For example, in the United States, clustering is widespread. systems analysis, called PRIZM , which starts clustering by reducing the set of 1000 possible socio-demographic indicators. This system forms socio-demographic segments for the entire territory of the USA. Thus, cluster 28 was singled out - the families that fell into this cluster include persons with the most successful professional or managerial career. This cluster also reflects high income, education, property, approximately average age. Although this cluster represents only 7% of the US population, it is critical for entrepreneurs selling expensive goods. There are other examples of consumer segmentation based on cluster analysis. For example, among the "psychological" sectors, a very important place is occupied by "the attitude of the consumer to the novelty of the product" (Fig. 3)

Figure 3

As can be seen from the above data, the largest number of consumers refers to the number of ordinary buyers. Consumer segmentation based on cluster analysis is the "classic" method. At the same time, there are techniques for segmenting the market based on the so-called "product segmentation" or market segmentation by product parameters. It is especially important in the production and marketing of new products. Of particular importance is segmentation by product, based on the study of long-term market trends. The process of development and production of a new product, the completion of large investment programs require a fairly long period, and the correctness of the results of market analysis and assessment of its capacity is especially important here. In the conditions of work on the traditional market of standard products, the calculation of its capacity can be carried out by using the summation of markets method. In modern conditions, in order to increase its competitiveness and correctly determine the market capacity, it is no longer enough for an enterprise to segment the market in only one direction - the definition of consumer groups according to some criteria. Within the framework of integrated marketing, it is also necessary to segment the product itself according to the most important parameters for its promotion on the market. For this purpose, the method of compiling functional cards- carrying out a kind of double segmentation, by product and consumer. Functional maps" can be single-factor (segmentation is carried out according to one factor and for a homogeneous group of products) and multi-factor (analysis of which consumer groups a particular product model is intended for and which parameters are most important for promoting products on the market) By compiling functional cards, you can determine which market segment this product is designed for, what functional parameters correspond to certain consumer needs.When developing new products, this technique assumes that all factors reflecting the system of consumer preferences should be taken into account, and at the same time the technical parameters of the new product, while with the help of which it is possible to satisfy the needs of the consumer; consumer groups are defined, each with its own set of requests and preferences; all selected factors are ranked according to the degree of importance for each of the consumer groups.

This approach allows you to see at the development stage what parameters of the product need design improvement, or to determine whether there is a sufficiently capacious market for this model.

Let us give an example of such a market analysis in relation to the developed project of computers "Apple" (Table 1)

Table 1. Market segmentation personal computers and factors considered in the development of products for it (1982) "

*** is a very important factor

** - important factor

* - unimportant factor

0 - negligible factor

This simple analysis shows that model A is a computer without a market, and model B is the most suitable product for universities and small businesses.

The company once bet on computer A and lost.

In general, in world practice, 2 fundamental approaches to marketing segmentation are used.

Within the first method. referred to as "a priori", the signs of segmentation, the number of segments, their number, characteristics, map of interests are previously known. That is, it is assumed that the segment groups in this method have already been formed. The "a priori" method is used in cases where segmentation is not part of the current study, but serves as an auxiliary basis for solving other marketing problems. Sometimes this method is used when market segments are very clearly defined, when the variance of market segments is not high. "A priory" is also acceptable in the formation of a new product focused on a known market segment.

Within the framework of the second method, called "post hoc (cluster based)," the uncertainty of the signs of segmentation and the essence of the segments themselves is implied. The researcher preliminarily selects a number of variables that are interactive with respect to the respondent (the method involves conducting a survey) and then, depending on the stated attitude to a certain group of variables, Respondents belong to the relevant segment, while the interest map identified in the subsequent analysis is considered as secondary.This method is used when segmenting consumer markets, the segment structure of which is not defined in relation to the product being sold.

Segmentation by "a priory" method

When choosing the number of segments into which the market should be divided, they are usually guided by the objective function - determining the most promising segment. Obviously, when forming a sample, it is superfluous to include segments in it, whose purchasing potential is rather small in relation to the product under study. The number of segments, as studies show, should not exceed 10, the excess is usually associated with excessive detailing of segmentation features and leads to unnecessary "blurring" of features.

For example, when segmenting by income level, it is recommended to break down all potential buyers into segments of equal volume, taking into account that the volume of each of the segments is at least not less than the estimated volume. implementation of services based on knowledge of the production capacity of the enterprise. The most successful example explaining the above and demonstrating the possibility of dividing potential consumers into stable segment groups can be segmentation of the population based on income, when the entire population is divided into five 20% groups. The presented distribution of income for five 20% groups of the population is given regularly in statistical collections and reports, similarly to that presented in Table. 2

Table 2." Distribution of income by population groups. %"

The convenience of working with such segment groups is obvious, especially in terms of tracking their capacity. Segmentation of consumers of industrial markets according to the "a priory" method is carried out in accordance with two possible situations in relation to the type of consumers:

a) all possible consumers of the market are "known" and their list can be compiled (the number of consumers does not exceed 50 firms)

b) there are quite a large number of consumers, their composition often changes and it is impossible to make a definite list of them.

In case a), in the presence of large consumers, their list description is made, that is, a complete list of all consumers is considered. Such a method in relation to consumers of the industrial market is called "a complete census of the upper stratum of consumers." The application of this method makes it possible to determine the capacity of the consumer market, which is considered as the sum of the needs of enterprises from the generated census.

In the second approach to describing consumers of the industrial market, when the number of consumer enterprises that make up the segment is quite high and there is no possibility of forming a "complete census", segmentation is used according to conditional characteristics related to the activity of the industrial enterprise or its characteristics. These features can be components financial indicators industrial enterprise (volume of turnover, profitability of activities, the value of fixed assets, etc.). features of the structure or scheme for making a purchase decision, personnel

becoming and similar indicators. The choice of indicators of the enterprise, signs of segmentation in this case is determined by the nature of the services or products that are supposed to be provided or supplied to these enterprises. Example - Segmentation industrial enterprises in terms of trade turnover and areas of activity is presented in Table. 3

Table 3. "Segmentation of enterprises by the value of trade turnover and areas of activity"

"K-segmentation" method ("post hoc" method)

The method of "K-segmentation" ("post hoc" method) is aimed at searching for signs of segmentation with subsequent selection of segments. The method implies that there is a consumer market, the structure of which is not known and cannot be determined "a priori" by given characteristics.

Conditions for the effectiveness of the implementation of the method:

The company has at least 100 clients (customers or service providers) per month.

Possibility of conducting a survey of clients of the firm.

Availability of special software "DA-system 4.0" (company "Context") or STATISTICA 4.3 (company StatSoft).

Stages of segmentation

Determination of possible signs of segmentation

Obviously, the signs of segmentation cannot be determined without an appropriate study of consumers. But, nevertheless, it is always possible to assume possible signs of segmentation. First, the firm's salespeople who sell directly to customers can be asked about ways in which customers might be divided. And secondly, you can use the social income and socio-demographic features of segmentation (gender, age, income, profession, etc.).

Conducting a survey

At the second stage, a questionnaire is compiled and a survey is conducted (in any form: written, oral, group conversation, field experiment, survey by technical means). The purpose of the survey is to assign each of the clients to certain differentiated points of the segmentation features selected at the second stage. The specified condition (the presence of differentiated points in each issue) determines the need to form

closed questions only. Only the company's customers who have bought a product or service (or are being serviced) in the local time period are polled, preferably within 1 month

The differentiated items of each question are assigned the corresponding serial numbers, which will be entered as an option for the respondent to answer the question. The results of the survey are entered into the appropriate program

Definition of "suitable" segmentation features

The degree of "suitability" of a certain feature of segmentation can be considered the presence of a certain mathematical correlation between a pair of supposed features (the presence of a correlation between questions in this study). Availability high level correlation (the highest value of the calculated mathematical correlation coefficient) indicates the presence of a relationship between the features, that is, the possibility of their joint use. And it is possible to single out a stable segment group only at the intersection of two signs of segmentation.

Select segments

Based on the obtained segmentation characteristics, segment groups (also called "consumer segments") can be formed. Usually their number does not exceed 5-6 groups. The groups with the highest percentage are distinguished as market segments.

Segment wording

At the last stage, the selected segments are given a description and special marketing nicknames are assigned - for example, for new customers - "newcomer", for old ones - "old-timer". Based on these selected segments, further design, modernization or product positioning can be carried out.

Criteria assessment of promising segments

The final stage in the formation of segment groups is the "criteria assessment" of the selected segments, within which their compliance with a number of marketing criteria for the success of positioning products on them is considered.

Several criteria are considered:

Compliance with the capacity of the segment - a positive parameter can be considered the ability to direct all the production capacities of the enterprise to work in this segment, i.e. segment capacity must be greater than or equal to production capacity enterprises.

The segment availability criterion is for the enterprise: the analysis of this issue gives the management information whether it has the opportunity to start promoting its services in the selected segment or whether it still has to take care of forming a sales network and establishing relationships with intermediaries. That is, the question is: has the enterprise previously worked with this segment?

The segment materiality criterion is an assessment of how stable this group of consumers is in terms of its main unifying features. Is this segment growing, stable or declining, is it worth focusing your production capacities on it.

By criterion market segment compatibility main competitors the management of the enterprise should get an answer to the question to what extent the main competitors are ready to give up the selected market segment

Conclusion

In my work, the main methods and principles of marketing segment analysis were considered. In reality, there are many more methods for defining a market segment. Ultimately, segmentation is not an end in itself. Its main task is to answer the question - whether stable groups of consumers of a given product can be identified. If such groups are not distinguished, then the company's activities can be focused on all buyers of these products (the so-called mass marketing strategy)

Literature

Alekseev A.A. Marketing research of the services market: Proc. allowance.- St. Petersburg: Publishing House of St. Petersburg University of Economics, 1998

Motyshina M.S. Methods and models of marketing research: Proc. allowance.- St. Petersburg: Publishing house of SPbUEF, 1996

Golubkov E.P. Marketing research. - St. Petersburg: 1999

Kotler, Philip. Principles of marketing.-5th ed.

Arenkov I.A. Marketing Research: Fundamentals, Theories and Methods: Textbook. allowance.- St. Petersburg: Publishing House of St. Petersburg University of Economics, 1992

The concept of market segmentation

Selection of target market segments

Product positioning.

Market niche.

1. The concept of market segmentation

In modern conditions of market development, it is almost impossible to satisfy all consumers with the help of one product or service. Everyone has their own desires, interests, expectations from the product. Therefore, companies need to take into account the differences in the requirements and expectations of consumers when developing a marketing strategy and marketing mix. This can be done by dividing the market into specific groups, each of which includes consumers with common characteristics and similar needs for certain goods and services. The identification of these groups is called market segmentation.

An enterprise in its activities can focus on the entire market or on individual market segments. The task of marketing is to help the company find its place in the market.

Under segmentation understand the division of the market into separate segments, differing either in their parameters and or in their reaction to certain types of activities, or in some other way.

Market segment- this is a specially allocated part of the market, a group of consumers, goods or enterprises that have some common features.

Market segmentation is one of the functions in the system of marketing activities and is associated with the implementation of work on the classification of buyers or consumers of goods that are on the market or displayed on it. The main goal of segmentation- "revive" by focusing on the consumer designed, manufactured and sold the flow of goods (services) in a specific market segment.

The splitting of the underlying market is done in two steps, which correspond to two levels of market splitting.

At the first stage, which is called macro-segmentation, the “product market” is identified.

In the second step, called micro-segmentation, within each previously identified market, customer segments are identified (i.e., the selection of small areas of the underlying market to apply the company's marketing efforts to).

The segmentation process consists of the following steps:

Analysis of the market and marketing opportunities of the company

Study of segmentation criteria

Market segmentation

Market environment analysis and target market selection

Choosing and planning a strategy for the company's behavior in the market

Assessment of attractiveness and selection of target market segments

Positioning of goods on the market

Marketing mix planning

Marketing mix development

Organization of the company's activities in a new market segment

Segmentation goals:

The best satisfaction of the needs and requirements of people, fitting the goods at the request of the buyer

Strengthening competitive advantages

Ensuring the rationalization of costs for the production and sale of products

Orientation of all marketing work to a specific consumer

Linking the science and technology firm to customer needs

Avoiding competition by moving into an undeveloped segment.

Pre-segmentation- the initial stage of marketing research, focusing on the study of the maximum possible number of market segments.

Final segmentation- the final stage of market analysis, the conduct of which is regulated by the capabilities of the company itself and the conditions of the market environment. It is associated with the search for optimal market segments in order to position products on them that meet consumer demand and the capabilities of the company.

Depending on the type of consumer of goods or services, segmentation of consumers of consumer goods and consumers of goods for industrial purposes is distinguished.

Thus, the consumer segment in the market of the firm's products consists of consumers with similar needs and behavioral or motivational characteristics, which creates favorable marketing opportunities for the firm.

The main purpose of segmentation is to ensure targeting of the product being developed, produced and sold. By means of it, the main principle of marketing is carried out - consumer orientation.

No market is homogeneous. Of course, one might think that all consumers are the same, but even the most superficial reflection shows that this is not the case. Some people love sweets, others are indifferent to it; some people tend to buy a car, others tend to refuse it; Some people have children, some people don't. There are many more examples that would show in what situations consumers behave differently, but perhaps enough of those that have been given.

Studying the question of whether a product is needed on the market or not, one must begin with an understanding of the essence of the process, i.e., with whether this product is needed by an individual consumer? This type of research establishes the habits, tastes, and reactions of people living within a given market. It helps answer questions about these people's behavior as buyers: who? What? Where? When? How? Why? How many?

Very well, the essence of segmentation, and marketing research, was outlined by R. Kipling in one of his poems:

Studying the consumer helps the manager responsible for promoting products to the market to establish:

• 1) who are the people who make up its market;
• 2) what they want to buy;
• 3) what they need and what they use;
• 4) where they buy the products they need;
• 5) how many products are purchased;
• 6) when they buy;
• 7) how often they buy;
• 8) how they use the products they buy.

To take into account this "stratification" in the market, marketers resort to such an operation as segmentation. Market segmentation- this is the division of a particular market into parts (segments) or groups of consumers that have a steady demand for a particular product, the implementation of which depends on how each of these parts reacts to the product offer, taking into account the activity of marketing promotion tools (advertising, sales forms and etc.).

There are several basic types of segmentation. Traditionally in marketing there are:

• 1) macrosegmentation - dividing the market into segments by regions, countries, levels of their development, etc.;
• 2) microsegmentation - more fractional than macrosegmentation, division of the market depending on particular parameters (characteristics of consumers by income level, age, marital status etc.).

Market segmentation involves identifying groups that differ from each other in their behavior. At the same time, the market segment is a fairly large part of it; in fact, an enterprise can focus on an even smaller group of consumers. In this case, the following terms are used.

• 1. market niche- a subgroup of consumers within a segment. Although some points make it possible to identify these people with other consumers belonging to the same segment, they are still characterized by some additional features.
• 2. An even narrower concept - local group. Focusing on a local group, the enterprise seeks to take into account the differences in interests and needs that are characteristic of the inhabitants of a particular locality, city, village, district, or even visitors to a particular store. The concept of “local group” is especially important when an enterprise cannot satisfy the needs of the market for a particular product as a whole, and therefore it is natural to decide to limit its activities to a specific territory.
• 3. Individual marketing involves the desire to take into account the interests of one specific buyer. In fact, individual marketing takes place in the activity of a tailor who sews clothes to order. In this case, the tailor seeks to take into account as many features of his customer as possible: height, volume, his aesthetic preferences, intentions regarding the use of the clothes that will be sewn, etc.

An individual consumer is, by and large, the limit of market segmentation, since its further division is simply impossible. There is an opinion that modern production and associated with the desire to develop it technical progress tend to this limit.

Some businesses are forced to opt for individual marketing due to the fact that their markets include only a few or even one consumer. In particular, aircraft manufacturers are forced to choose such a strategy, since a very small number of organizations and people purchase their products. In conditions mass production one regularity should be taken into account, which operates with a single exception: the narrower the group that the company focuses on, the more expensive the product turns out to be.

Naturally, this generally does not apply to a small enterprise that has limited production volumes due to limited capacities and resources. However, on a larger scale, attempts to take into account private interests lead to a noticeable increase in production costs. For example, in order to bake a thousand identical loaves of bread, certain costs are needed; however, in this case, production will run continuously, since all rolls are the same. When a manufacturer seeks to take into account the interests of customers (for example, he starts baking three types of bread rolls that differ in size), it becomes necessary to reconfigure the equipment, use different forms for baking, etc. As a result, more requirements are put forward for workers, conveyor production must at least rebuild twice.

It makes sense to distinguish between preliminary and final segmentation. When planning to enter the market with a new product, experts proceed from some assumptions about why consumers belonging to one or another group will buy this particular product. Such assumptions are in the nature of hypotheses - provisions that must be tested in the process of marketing research. These provisions are called preliminary segmentation.

Unlike pre-segmentation, final segmentation implies already accurate knowledge of consumer preferences and more accurate assumptions about the success or failure of the project, based on data from marketing research. It is advisable to distinguish between preliminary and final segmentation because our assumptions and assumptions do not always correspond to reality, and therefore they always need to be verified.

In marketing practice, it is customary to distinguish between segmentation of the consumer market and segmentation of the market of organized consumers.

1. Segmentation of the end consumer market is aimed at identifying factors that are significant from the point of view of ordinary consumers - individuals and families. Inclusion in this series of families is due to the fact that a person's needs are not determined exclusively individually, belonging to a family imposes important restrictions on his behavior. In particular, a person who does not have a family can spend money solely on personal needs and entertainment. A person who has a family acquires a number of duties, in particular, the duty to feed, clothe, and teach his children.

Segmentation of the end consumer market. It is carried out on a number of grounds, which are presented in Table. 6. There are quite a lot of these signs, so usually marketers choose only a few as the basis, those that are the most significant, there cannot be any single basis for all cases. In practice, marketers have to determine the most important criteria, based on a specific situation, i.e., from the characteristics of the product and the characteristics of consumers who may be interested in it.

Reasons for market segmentation

The more features a marketer uses to segment the market, the more segments are obtained. This has both advantages and disadvantages. The main advantage is that with an increase in the number of parameters and segments, the accuracy of predictions increases. However, this increases the amount of information that has to be dealt with and is therefore more difficult to analyze. In addition, excessive detail makes it difficult to select a sufficiently large segment that would fully meet the interests of the enterprise.

Therefore, it is absolutely not necessary to segment the market according to all possible criteria, it is necessary to select the most significant of them. The main task of the marketer in this case is to get exactly the information that is most important. And in many cases, it is enough to take into account only three or four criteria.

2. The market of organized consumers is the market of a wide variety of companies, firms and other organizations. In addition, numerous trade organizations, which mediate the relationship between the producer and end consumers. Its differences from the end-user market are very significant, first of all, they relate to the goods that are purchased in this market, as well as the volume of purchases. There are also differences in segmentation.

Successful segmentation of the market can be considered the goal of any enterprise. In the conditions of the modern economy, there are too few monopoly markets; in the vast majority of cases, competition is developed to one degree or another in the markets. The fact is that consumers who buy a certain product of a particular brand, as a whole, form a market segment identified on a special basis. It is quite natural that an enterprise should strive to ensure that its market segment is more extensive.

Obviously, market segmentation and the search for an undeveloped segment should be resorted to only if the market as a whole has already been at least partially mastered, mastered to such an extent that there is no shortage on it. In a situation of scarcity, consumers are ready to buy any product, and it may have qualities that do not fully satisfy consumers. Then mass marketing is much more effective.

In this case, the indicators that are most important are not the characteristics of individual consumers, but complex organizations that purchase goods or services to satisfy their own needs. It is clear that the needs of organizations are qualitatively different from the needs of people.

The most important parameters for the market of organized consumers are the following parameters:

• 1) the industry, the field of activity of the company (usually in this case they say three areas: technology, marketing and the financial sector);
• 2) the size of the company: distinguish between large, medium and small companies;
• 4) geographical region;
• 5) technologies used by the company;
• 6) the volume of goods and services that the consumer needs: it can be large and small;
• 7) features of the size and frequency of orders: non-periodic small, non-periodic large, periodic large, periodic small;
• 8) the qualities and characteristics of goods and services necessary for the company: price, quality, service, the possibility of systematic purchases, the obligation (optional) of urgent deliveries;
• 9) features of the use of goods and services at the moment: they can be used widely, limitedly or not used at all; respectively, active users of the product, inactive users of the product and potential (possible) users are distinguished.

There are two grounds for market segmentation, which are directly related to the product and its qualities.

• 1) the benefit that the buyer is looking for. The same product can be purchased by different consumers different reasons. For some, the price is important, for others - the fact that other people buy this product, for the third, quality is most important, for the fourth - some special quality associated with the specifics of the product. So, according to research conducted by marketer R. Haley, there are four main consumer groups toothpaste buyers: for the first group, cost savings is in the first place, for the second - therapeutic effect, for the third - the ability of toothpaste to whiten teeth, for the fourth - taste;
• 2) commitment to the product (brand). A buyer who is committed to some product, or rather, to the brand of the product, is ready to purchase it at a higher price; if in one store this brand is not available, he is usually ready to go to another.

Naturally, only approximate bases of division are given here: in fact, they can be different, more or less detailed, fractional. When determining the grounds for division, it is necessary to proceed, first of all, from what signs will be really significant, and to avoid excessively fractional division. The first requirement is clear in itself: improper market segmentation will lead to the fact that the marketing strategy of the enterprise will be ineffective, all efforts will be in vain.

As for the second requirement, it is due to the fact that too much fragmentation of the market as a result of research provides too much diverse information that is difficult to streamline and generalize. Usually, when starting segmentation, specialists have some assumptions about what they are interested in, and have information about what resources are available to the enterprise. Therefore, whenever possible, market segmentation should be aimed at ensuring that it is commensurate with the real needs of the enterprise.

One important recommendation should be made here. When segmenting the market, it is far from always necessary to rely on standard, already existing grounds. As noted researcher Madjaro pointed out, a marketer who is able to discover a new basis for market segmentation can avoid intense competition. And this means that the most profitable for the enterprise is such a basis for segmentation, which is not used by other enterprises operating in the same market.

Suppose that there is a book publishing house that focuses on producing cheap products that are accessible to a wide range of readers. A natural, but wrong decision for another book publishing house would be to focus on the production of expensive book products (for example, gift books). However, in reality, the second publisher will gain much more if it starts publishing books for children, for example, and does not play by the rules that a competitor ultimately sets.

We should not forget about the search for “market windows”. This is the name of the market segment, which for some reason remained undeveloped by other manufacturers of the same type of product. As a rule, "market windows" occur when there is new product which is simply not able to meet the needs of a certain part of the population.

For example, copying equipment was originally created by analogy with printing equipment, and therefore there were only expensive and large equipment on the market. Several Japanese firms took advantage of this by producing inexpensive and less powerful equipment that could be used small firms and individual consumers. A similar situation was observed in the market for shampoos and pet food. The thing is that traditionally they were washed with the same things that people themselves washed, and fed with ordinary food.

Market segmentation is a universal way of dividing any industry into homogeneous groups. This process applies not only to consumers to determine 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, the commodity groups of the household appliances market 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. This method of market segmentation by product groups is based on 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
• By 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.

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

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 business 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

IN modern world tremendous, gigantic in scope and long-term impact of change is taking place, 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 purpose 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 in separating out of the total mass of potential consumers of the company's products individual typical groups that have homogeneous requirements for the product, and respond 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 sufficiently 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 inside the market that is well known to it. It is quite another thing to go to new market with all the difficulties that come with it, 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 (a 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 person 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, 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

Geographic 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 potential buyer in terms of 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 more than 15,000 rubles. per monthOccupationCivil servants, intellectuals, workers Agriculture 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 consumers' 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 the new product must satisfy. 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 for 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 market segments 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 the overall market into more homogeneous segments.

Market segmentation allows you to:

more accurately outline the target market according to consumer needs;

determine the strengths 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 a trading company, so that it can get the opportunity to sell products through distribution channels and storage in warehouses within this segment.

The efficiency 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. For making decisions in the field marketing policy enterprises need 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 in the course of 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: required quality information, its cost and speed of obtaining.

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 of 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, it will be necessary to analyze the key characteristics of perfumery products sold by our company, and, if necessary, to withdraw from sale and purchase 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 target market according to 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 the most effective, but it must 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, the pricing policy directly affects the sales volume and profit of the company.

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.

information about consumers and consumer properties what they are looking for, we can get by surveying 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.

Development retail trade well-established economic work, which includes an analysis of the activities of Perekrestok, both in general and in individual trade enterprises. Without analysis, it is impossible to identify reserves for increasing turnover, reducing costs and increasing profits; long-term development plans are developed based on the company's financial performance indicators.

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 volume.

For implementation continuous process Trade requires certain stocks of goods. Significant amount invested in inventory working capital Therefore, in order to increase the efficiency of its use, it is important to create reasonable sizes of commodity 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. Fare make up a large part of the total amount of distribution costs and make up a large part of the total amount of 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 implement effective communication 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, however, 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 finishing touch. In this regard, special attention should be paid to fashion trends in clothing, hairstyles, cosmetics - when they change, we 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 various kinds 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 scents depending on the situation, frequent shift aromas. Groups aged 28-45 are poorly oriented in the classification of odors, they do not distinguish between expensive and cheap aromas at all, although many people 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 made in Russia foreign license 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 “in Russia they can’t complete anything”, “after all, Russia is Russia”, indicate that the credibility of Russian manufacturers 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, perfumery falls into the category of “super-expensive” goods, which are rarely considered as potential commodities in Nizhny Tagil. 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 men of the older age group, still play an important role open markets. 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 market growth in the first quarter of the year, there is a 50-60% increase 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. Motivation system 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 fulfillment 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.

Staff motivation program: Individual plans for all stores. With the maximum overfulfillment of the plan set for 3 months, they are rewarded in cash first 5 stores: 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 .20 *54=10801080*87=939601706.4151275.6626.457315.6Marshall (male series), 13 pcs. 51529.8

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: when introducing a motivational program, sales in the specified season will increase by 50-60%, which will allow you to win back the reduction in markup and program costs for 3.5 weeks of 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: according to socio-economic factors (sex, age, family size, education, belonging to 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, a low price may be associated with poor quality. A high price is associated with a 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 is 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.

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

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

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

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

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