Introduction to  Target Marketing Micro Profiling Lecture by: Hasan Raihan [email_address]
What is  Target Marketing ? The Process of  giving … The  right Message … to the  right customer At the  right time
What is  Target Marketing ? What does it mean ?
What is  Target Marketing ? Identifying groups that share common needs Segmenting the market
What is  Target Marketing ? Describing the customers that make up each of these groups Called profiling the segment
What is  Target Marketing ? Allocating resources  in order to optimize the company’s marketing return on investment by tar...
Why bother? By understanding preferences/needs of customer groups, a manager can <ul><li>Design a product offering/promoti...
Type of Sales Strategies? <ul><li>Mass Communication </li></ul><ul><li>Niche Promotion </li></ul><ul><li>Differential Comm...
Type of Sales Strategies? <ul><li>Mass Communication </li></ul><ul><li>The entire market is a single segment </li></ul><ul...
Type of Sales Strategies? <ul><li>Niche Communication </li></ul><ul><li>Small number of segments </li></ul><ul><li>All res...
Type of Sales Strategies? <ul><li>Differential Marketing </li></ul><ul><li>Several segments. </li></ul><ul><li>Tailor a me...
Type of Sales Strategies? <ul><li>Atomization </li></ul><ul><li>Each individual is his own segments. </li></ul><ul><li>Tai...
The basic Process: Define your Market Identifying  segmentation Variables Segment the Market Profiling the Segments Select...
The basic Process: Define your Market <ul><li>Collect  information  about your market </li></ul><ul><li>Define your potent...
The basic Process: Identifying  segmentation Variables <ul><li>That your will use to group the total market into segments ...
The basic Process: Segment  the Market <ul><li>Divide the market into segments, using these segmentation variables. </li><...
The basic Process: Profile  the Segments selected <ul><li>Gather information about each segment </li></ul><ul><li>Preparat...
The basic Process: Select Target Segments  <ul><li>Prioritize the segment </li></ul><ul><li>& </li></ul><ul><li>Select tho...
The basic Process: Tailor a Message or Product Offer  <ul><li>that will appeal to each of the targeted segments. </li></ul>
Target Marketing The  right Message … to the  right customer At the  right time
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Micro Profiling

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For front line managers of Pharmaceutical

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Micro Profiling

  1. 1. Introduction to Target Marketing Micro Profiling Lecture by: Hasan Raihan [email_address]
  2. 2. What is Target Marketing ? The Process of giving … The right Message … to the right customer At the right time
  3. 3. What is Target Marketing ? What does it mean ?
  4. 4. What is Target Marketing ? Identifying groups that share common needs Segmenting the market
  5. 5. What is Target Marketing ? Describing the customers that make up each of these groups Called profiling the segment
  6. 6. What is Target Marketing ? Allocating resources in order to optimize the company’s marketing return on investment by targeting resource to customers with the highest sales potential of influence
  7. 7. Why bother? By understanding preferences/needs of customer groups, a manager can <ul><li>Design a product offering/promotional message that will appeal to each group. </li></ul><ul><li>Determine the best way to reach and convince each group. </li></ul>
  8. 8. Type of Sales Strategies? <ul><li>Mass Communication </li></ul><ul><li>Niche Promotion </li></ul><ul><li>Differential Communication </li></ul><ul><li>Atomization(or micro profiling) </li></ul>
  9. 9. Type of Sales Strategies? <ul><li>Mass Communication </li></ul><ul><li>The entire market is a single segment </li></ul><ul><li>Same message that promotional mix used for everyone </li></ul>
  10. 10. Type of Sales Strategies? <ul><li>Niche Communication </li></ul><ul><li>Small number of segments </li></ul><ul><li>All resources allocated to those segments </li></ul>
  11. 11. Type of Sales Strategies? <ul><li>Differential Marketing </li></ul><ul><li>Several segments. </li></ul><ul><li>Tailor a message and promotional strategy for each </li></ul>
  12. 12. Type of Sales Strategies? <ul><li>Atomization </li></ul><ul><li>Each individual is his own segments. </li></ul><ul><li>Tailor a message and promotional strategy for each Person </li></ul>
  13. 13. The basic Process: Define your Market Identifying segmentation Variables Segment the Market Profiling the Segments Select Target segments Tailor your Message
  14. 14. The basic Process: Define your Market <ul><li>Collect information about your market </li></ul><ul><li>Define your potential customers </li></ul>
  15. 15. The basic Process: Identifying segmentation Variables <ul><li>That your will use to group the total market into segments with similar needs </li></ul>
  16. 16. The basic Process: Segment the Market <ul><li>Divide the market into segments, using these segmentation variables. </li></ul><ul><li>and then </li></ul><ul><li>Evaluate the segments </li></ul>
  17. 17. The basic Process: Profile the Segments selected <ul><li>Gather information about each segment </li></ul><ul><li>Preparation is profile for each segment </li></ul>
  18. 18. The basic Process: Select Target Segments <ul><li>Prioritize the segment </li></ul><ul><li>& </li></ul><ul><li>Select those that are to be targeted. </li></ul>
  19. 19. The basic Process: Tailor a Message or Product Offer <ul><li>that will appeal to each of the targeted segments. </li></ul>
  20. 20. Target Marketing The right Message … to the right customer At the right time

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