Segmentation and Targeting in Marketing

Sameer Mathur Assistant Professor (Marketing) www.smathur.com Segmentation & Targeting

Segmentation , Targeting, Positioning

Segmentation

Linking Market Need to a Marketing Program

Segmentation Bases

Geographic Segmentation

Demographic Segmentation

1945 1965 1976 1994 Baby Boomers Generation X Generation Y Mature Market Demographics - Marketing across Generations

Mature Market

Generation X

Generation Y

Behavioral Segmentation

Beer and the 80-20 rule
88% of Beer is drunk by 16% of consumers

Loyalty Cards

Baby Products

Psychographic Segmentation

What Segmentation basis is this?

Segmenting International Markets

Dell, across the globe

Requirements for Effective Segmentation
Measurable
Size, purchasing power, and profile of segment
Accessible
Can be reached and served
Substantial
Large and profitable enough to serve
Differentiable
Respond differently
Actionable
Effective programs can be developed

Segmentation, Targeting , Positioning

Target Market

Evaluating Segment Attractiveness

Let’s sell to segments with big eyes and lips

Factors driving a Target Marketing Strategy

Selling Ice Cream to Eskimos

Who does Target target?

Target Marketing Strategies Broad

Dude, You’re Getting a Dell
Browse Dell’s line of laptops at www.dell.com .
Identify Dell’s market segmentation bases.
Discuss Dell’s target segments.

Readings Why Segment Markets?, 226 What Market Segmentation Means, 226 When to Segment Markets, 227 Steps in Segmenting and Targeting Markets, 230 Step 1: Group Potential Buyers into Segments, 230 Step 2: Group Products to Be Sold into Categories, 235 Step 3: Develop a Market-Product Grid and Estimate Size of Markets, 236 Step 4: Select Target Markets, 236 Step 5: Take Marketing Actions to Reach Target Markets, 237

RELATED LINK Positioning &Perceptual Maps Sameer Mathur, Ph.D. Assistant Professor (Marketing), McGill University www.smathur.com

MARKETING MANAGEMENT TEACHING MATERIALS www.smathur.com/teaching.php Over 10,000 views by management students and business professionals from across the globe Disclaimer These teaching materials have been compiled from multiple, non-credited sources for non-profit, academic use. Copyright is retained by the original content creators. Sameer Mathur, Ph.D. Assistant Professor (Marketing), McGill University www.smathur.com

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Segmentation and Targeting in Marketing

by Sameer Mathur on Sep 12, 2010

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Segmentation and Targeting in Marketing — Presentation Transcript