Segmentation 2013
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Transcript of Segmentation 2013
Consumer- Drive Marketing Strategy:
CREATING VALUE FOR
TARGET CUSTOMERS77
chapter:
Katarína Chomová, 2013
SEGMENTATIONDividing a market into smallersegments with district needs,characteristics or behavior thatmight require separate marketingstrategies or mixes.
TARGETINGThe process of evaluating ofeach market segment´sattractiveness and selecting oneor more segments to enter.
POSITIONINGArraging for a market offering tooccupy a clear, distinctive, anddesirable place relative tocompeting products in the minds oftarget consumers.
= through market segmentation, companies divide large, heterogeneous markets into smaller segments that can be reached more efficiently and effectively with products and services that match their unique needs.
A marketer has to try differnt segmentation variables. Herewe look at the major :•GEOGRAPHIC•DEMOGRAPHIC•PSYCHOGRAPHIC and BEHAVIORAL variables
SEGMENTATION
= Dividing a market into different geographical units,
such as nations, states, regions, countries and cities.
GEO
GRAP
HIC
GEO
GRAP
HIC
SEGM
ENTA
TIO
NSE
GMEN
TATI
ON
Walmart has developed special formats tailored to specific types of geographic locations, from Hispanic-focused Supermercado de Walmart stores.
DEM
OGR
APHI
C DE
MO
GRAP
HIC
SEGM
ENTA
TIO
SEGM
ENTA
TIO
NN
= Dividing a market into segments based on variables such as age, gender, family
size, family life cycle, income, occupation, education,
religion, race, generation and nationality.
PSY
CHO
GRAP
HIC
PSYC
HOGR
APHI
C SE
GMEN
TATI
ON
SEGM
ENTA
TIO
N= Dividing a market into
defferent segments based on social class, lifestyle or
personality characteristics.
Strivers are trendy and fun loving. Because they are motivated by achievement, Strivers are concerned about the opinions and approval of others. Money defines success for Strivers, who don't have enough of it to meet their desires. They favor stylish products that emulate the purchases of people with greater material wealth. Many Strivers see themselves as having a job rather than a career, and a lack of skills and focus often prevents them from moving ahead.
Favorite Things: Chevrolet , Playboy , Coke Classic
Motivated by the desire for achievement, Achievers have goal-oriented lifestyles and a deep commitment to career and family. Their social lives reflect this focus and are structured around family, their place of worship, and work. Achievers live conventional lives, are politically conservative, and respect authority and the status quo. They value consensus, predictability, and stability over risk, intimacy, and self-discovery.
Favorite Things: Honda , low-calorie domestic beer ...
Survivors live narrowly focused lives. Because they have few resources with which to cope, they often believe that the world is changing too quickly. They are comfortable with the familiar and are primarily concerned with safety and security. Because they must focus on meeting needs rather than fulfilling desires, Survivors do not show a strong primary motivation.
Favorite Things: an American car, a home-brewed cup of coffee
BEH
AVIO
RAL
BEHA
VIO
RAL
SEGM
ENTA
TIO
NSE
GMEN
TATI
ON = Dividing a market into
segment based on consumer knowledge, attitudes, uses or
responses to a product.
• Occasions= dividing a market into segments according
to occasions when buyers get the idea to buy, actually make their purchase or use the
purchased item..
• Benefits= dividing a market into segments according to the differnt benefits that consumers seek
from the product.
• measurable = the size, purchasing power and profiles of the segments can be measured
• accessible = the market segments can be effectively reached and served
• substantial= the market segments are large or profitable enough to serve
• differentiable= the segments are conceptually distinguishable and respond differently to different marketing mix elements and programs.
• actionable = effective programs can be designed for attracting and serving the segments.
REQUIREMENTS FOR EFFECTIVE
SEGMENTATION
SEGMENTATIONDividing a market into smallersegments with district needs,characteristics or behavior thatmight require separate marketingstrategies or mixes.
TARGETINGThe process of evaluating ofeach market segment´sattractiveness and selecting oneor more segments to enter.
POSITIONINGArraging for a market offering tooccupy a clear, distinctive, anddesirable place relative tocompeting products in the minds oftarget consumers.
= evaluating the various segments and deciding how many and which segments it can serve best
TARGET MARKET= A set of buyers sharing common needs or characteristics that the company decides to serve.
= Market targeting can be carried out at several different levels.
TARGETING
Undifferentiated (Mass)Marketing
Differentiated (Segmented)Marketing
Concentrated (Niche)Concentrated (Niche)MarketingMarketing
Micromarketing (Local or Individual Marketing )
Targeting broadly
Targeting narrowly
Undifferentiated (Mass)Marketing
= A market-coverage strategy in which a firm decides to ignore market segment differences and
go after the whole market with one offer.
Henry FORDHenry FORD – – Model TModel T
"Any customer can have a car painted any color that he wants
so long as it is black."
Differentiated (Segmented)Marketing
= A market-coverage strategy in which a firm decides to target several market segments and
designs separate offers for each.
Targets several segments anddesigns separate offers foreach.
– Coca-Cola (Coke, Sprite, Diet Coke, etc.)
– Procter & Gamble (Tide, Cheer, Gain, Dreft, etc.)
– Toyota (Camry, Corolla, Prius, Scion, etc.)
= MARTINI- ROSSO - Elegant group of young
people relaxing in a nice environment
= MARTINI- BIANCO 20-30 years old young people who are making a sport
= MARTINI- EXTRA DRY for „gurmans“
Concentrated (Niche)Concentrated (Niche)MarketingMarketing
= A market-coverage strategy in which a firm goesafter a large share of one or a few segments or niches.
Cafédirect’s Wolfgang Weinmann said, “Access for smallholder farmers to added-value markets like climate-smart and ethical products clearly is the way forward. Plus, of course delivering
high quality and absolute traceability.
Micromarketing (Local or Individual Marketing)
= Tailoring products and marketing programs to theneeds and wants of specific individuals and local
customer segments. It includes local marketing and individual marketing.
Local Marketing= Tailoring brands and promotions to the needs and
wants of local customer segments- cities, neighborhoods and even specific stores.
Individual Marketing= Tailoring products and marketing programs to the needs and preferences of individual customers- also called one-to-one marketing, customized marketing
and markets-of-one marketing.
SEGMENTATIONDividing a market into smallersegments with district needs,characteristics or behavior thatmight require separate marketingstrategies or mixes.
TARGETINGThe process of evaluating ofeach market segment´sattractiveness and selecting oneor more segments to enter.
POSITIONINGArraging for a market offering tooccupy a clear, distinctive, anddesirable place relative tocompeting products in the minds oftarget consumers.
POSITIONING
= PRODUCT POSITION The way the product is defined byconsumers on important attributes- theplace the product occupies inconsumers´minds relative to competingproducts.
ROLEX = the best watch in the world
COCA-COLA = the most famous soft drink in the world
PORSCHE = one of the best sport´s car
offered benefits the present stop hunger
opportunity to use
„take a rest“ the chocolate after dinner
The personality David Beckham Adidas, Pepsi, Vodafone, Police, Motorola, Parfémy, Armani............
6-61
Sources of Differentiation
– Product Design– Quality– Additional Services – Image– People (Staff)– Price– Other