Q.

1)

Segmentation means dividing the market and from them selects the best market from that divide so
that you can serve that market properly. Buyers in any market differ in their wants, resources, location,
attitude and practices. Organisation divide the consumer market then see which segment is more
profitable, which segment is accessible & then company target a particular segment. Market
segmentation requires dividing a market in to smaller segment which distinct needs, characteristics, or
behavior that might require separate marketing strategies or mixes.

“Balwaan Gyms and Akhadas” is newly started enterprises it is started with a vision to make everyone
healthy. It is very important for a newly started enterprise to understand the consumer market which
they can target to become a member and who can buy their Annual Membership. Below are four bases
on which segmentation of consumer market can be done.

 Demographics
 Geographics
 Psychographics
 Behavioural

If I am the marketing manager of Balwaan Gyms and Akhadas I would help Mr. Balraj & Mr. Balbuddhi to
identify the target segment with this major segment. Let us discuss in details how this segment will help
to identify the same.

Geographics Segmentation: With the help of this segmentation organisation will get help to identify
where they can target for their business, this segmentation divides market into different geographical
units such as nations, regions, states, countries, cities, villeges, Urban/rural, Climate etc.

Since Balwaan Gyms and Akhadas has decided to start 15 gyms across 5 cities Mumbai, Bangalore, Pune,
Delhi and Kolkata. With the help of geographics segmentation organisation will be able to identify the
geographical differences in needs and wants of this cities. It will help them to make more localizing their
yearly membership product their services, advertising, promotional activities and sales efforts so that it
can fit the need of that particular city. For Example If Balwaan gyms and Akhadas want to plan
aggressive promotional activity and advertising manager will target a city bases on local festivals, they
can take a help of this festivals time for advertising and increasing sales offers like During Ganesh
Chaturthi festivals they can advertise their Membership product in local Ganesh Pandals of Mumbai &
Pune same like during durga pooja in Kolkata they can target their audience. Similarly bases on
geography they can target advertisement in regional news papers, Magazines, television commercials or
blogs etc.

Demographic Segmentation: With the help of this segmentation organisation will get help to identify
what are the consumer types they can target for their business, This segmentation divides market in to
segmentation based on variables such as Age, Gender, Income, Education, Family life cycle, Religion and
Economic status.

It is very important and most popular bases for segmenting customer groups it is because of consumer
needs, wants and usage rarely often vary closely with demographic variables.

As a marketing manager of Balwaan gyms and Akhadas we can divide the consumer market on
demographic bases with the help of demographic segmentation we can get identify below mentioned
customer base.

o We can identify what age group of customer base to be targeted like younger and middle age
customer to be targeted for this membership.
o It will also help to identify which income group of customer to be targeted who can afford yearly
24,000 membership fees; they can target middle and high Income group consumers for these
membership fees who can easily afford this membership.
o It will help to identify customer base on the basis of Family Life Cycle where they can target
more single and unmarried people who will be able to devote more time towards health then
married person.
Psychographic Segmentation: With the help of this segmentation organisation will get help to identify
who can be consumer to whom they can target for their business, this segmentation divides market in
to segmentation based on variables like Lifestyle, Social Status, Activities and Interest etc.

As a marketing manager of Balwaan Gym and Akhadas we can divide the consumer market based on
psychography of consumers bases lifestyle of consumers. We can plan our marketing strategies as per
the lifestyle of our target customers as per the attitude of the base customes.

Behavioral Segmentation: With the help of behavioral segmentation organisation will divide buyers in
to segments based on their knowledge, attitudes, uses or responses to a product.

As a marketing manager of Balwaan gyms and Akhadas we can divide the consumer market on
behavioral bases with the help of behavioral segmentation we can

o We identify customers who are frequent users or occasional users

o We can target customers on the bases of different occasion
 o We can identify customer on the bases of what benefit a customer looking. For Example a low
age group person will be doing Gym to build a body and muscles whereas middle age group
person will use gym to remain fit instead of body building.
o We can identify loyalty of customers bases of this segmentation.

If above mentioned segmentation applied effectively in an organisation it will help organisation to

understand:

o What are the Needs and wants of consumer to join a fitness gym
o What age group of customer we need to target so that it can be benefited for both customer as
well as organisation
o We can identify what income group of people to be targeted
o We can plan our marketing strategies bases local needs and wants
o We can use different marketing styles as per the city
o We can plan sales promotional activities in different city bases their customer needs
o We can identify which lifestyle of people to be targeted and how can we target that customer
base

As a marketing manager of “Balwaan Gyms and Akhadas” I can use the above bases of segmentations to
divide the consumer market which will help to understand and identify the correct target audience to
whom we can target so that they can achieve their organizational expectations.
Q.2)