Post on 14-Dec-2014
description
Identifying who to influence through
market segmentationCreated by Ariel M Raymon
What is Market Segmentation?
Traditional Variables
Demographics
Behavior-Related
Variables
Geographics
Psychographics
Traditional Variables
Demographics
Behavior-Related
Variables
Geographics
Psychographics
Bike to Work Day
Cathy
Potential Market Segmentsfor an HIV/AIDS campaign
• Women in Mexico whose husbands work in agricultural camps and have unprotected sex with prostitutes.
• Men ages 30-40 in Botswana who have more than 5 sexual partners , only one of whom is a steady girlfriend –the one they don’t have protected sex with.
Macro Segmentation isproblematic because
it assumes a “one size fits all”
strategy.
Local Suppliers
Local Distributors
Intended Use Creative Use
Microsegmentation evaluates the needs
of individual segments.
Total US HIV/AIDS CasesNYC HIV/AIDS Cases
Total US population (millions)
NYC Population (millions)
The Case for Microsegmentation
The Case for Microsegmentation
The Case for Microsegmentation
Segmentation strategies vary depending on the
change agent.
Industry Sector Segmentation Focus
Government
Demographics Geographics
Non-Government Mission Critical Factors
Business Product Sales and Use
The social issue matters too.
The social issue matters too.Stage of HIV/AIDS
Risky Behavior
Diagnosis But No Treatment
• 4 traditional variables• Focusing on micro-marketing • Tailoring segmentation according to the
change agents• Strategies depend on the social issue itself
Review