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  • 1. ATENEO GRADUATE SCHOOL OF BUSINESSCHAPTER 8: Identifying MarketSegments and Targets Submitted by: Caballero, Volteire Elainrose Esberto Noel Paningbatan Daiki Shimizu May 4, 2012
  • 2. CHAPTER 8: Identifying Market Segmentsand TargetsElaine’s work for group presentation
  • 3. OBJECTIVES Understand the different level of market segmentation Have an overview on how can a company divide a market into segment Have an understanding on how should a company choose the most attractive target markets Have an awareness on the requirements for an effective segmentation
  • 4. WHAT IS MARKETING? CREATE COMMUNICATE DELIVER VALUESATISFY CUSTOMER’S NEEDS & WANTS BEAT THE COMPETITORS GAIN PROFIT
  • 5. WHAT IS MASS MARKETING?One flavor of pizza originally created for everyone Mass produced to sell to all buyers Creates higher cost Results to lower profit
  • 6. LEVELS OF MICROMARKETING Defining your market PIZZA = WHOLE MARKET
  • 7. LEVELS OF MICROMARKETINGThe market is divided into segments Each flavor of pizza is a segment
  • 8. LEVELS OF MICROMARKETINGThe market is divided into segments Each flavor of pizza is a segment
  • 9. LEVELS OF MICROMARKETING NICHE is identified by dividing the segments into subgroups NICHE
  • 10. LEVELS OF MICROMARKETINGUltimate level of segmentation leads to Individual or customized marketing
  • 11. LEVELS OF MICROMARKETINGTailored to the needs and wants of local customer group Muslim Community Halal Pizza Local Marketing – Halal Pizza for our Muslim brothers / sisters
  • 12. BASES FOR SEGMENTING CUSTOMER MARKETS Geographic Location Age & Life Cycle Life Stage Gender Demographic Income Generation Social Class Gender Personality Psychographic Trait Life Style Values Life Style Occasions Benefits Behavioral User Status Usage Rate Buyer-Readiness Divorce Loyalty Status Attitude
  • 13. 5 KEY CRITERIA FOR MARKET SEGMENTS Measurable Differentiable Substantial Actionable Accessible
  • 14. CHOOSING THE MOST ATTRACTIVE MARKET Segment evaluation should be reviewed considering two factors Company’s Objective and Resources OverallAttractiveness of the Segment Weighing in both factors would help us create wiser decision for the company.
  • 15. TISSUE DRAWINGDefining the market opportunityGap in meeting customerneeds and wants can be relayed as the market opportunities
  • 16. TISSUE DRAWING Determine the total market sizeGap in meeting customer needs and wantscan be relayed as the market opportunities Pizza signify the market
  • 17. TISSUE DRAWING Divide the market into segmentsGap in meeting customer needs and wantscan be relayed as the market opportunities Each portion / division signifies the segment
  • 18. TISSUE DRAWING Identify your Target NicheGap in meeting customer needs Pizza signify the marketand wants can be relayed as the market opportunities The certain portion is the Niche
  • 19. TISSUE DRAWING Localized Market Find your NicheGap in meeting customer needs Pizza signify the marketand wants can be relayed as the Per Group Divide into segment market opportunities
  • 20. TISSUE DRAWING Individual Marketing Find your Niche Local MarketingGap in meeting customer needs Pizza signify the marketand wants can be relayed as the Divide into segment Customized market opportunities
  • 21. TISSUE DRAWING Find your Niche Local Marketing CustomizedGap in meeting customer needs Pizza signify the marketand wants can be relayed as the Divide into segment market opportunities Bases for Segmenting Geographic Psychological Demographic Behavioral
  • 22. TISSUE DRAWING Find your Niche Local Marketing CustomizedGap in meeting customer needs Pizza signify the marketand wants can be relayed as the Divide into segment market opportunities Basis Criteria in Segmentation Substantial Differentiable Actionable Accessible Measurable
  • 23. TISSUE DRAWING Find your Niche Local Marketing CustomizedGap in meeting customer needs Pizza signify the marketand wants can be relayed as the market opportunities Divide into segment Criteria Basis
  • 24. TISSUE DRAWING Find your Niche Local Marketing CustomizedGap in meeting customer needs Pizza signify the marketand wants can be relayed as the market opportunities Divide into segment Criteria Basis WEIGH IN THE FACTORS TO ENSURE EFFECTIVE SEGMENTATION
  • 25. TISSUE DRAWING Find your Niche Local Marketing CustomizedGap in meeting customer needs Pizza signify the marketand wants can be relayed as the market opportunities Divide into segment Criteria Basis
  • 26. Presentation on Chapter 8: Identifying Market Segments and Targets Submitted by: Elainrose Esberto May 4, 2012ATENEO GRADUATE SCHOOL OF BUSINESS
  • 27. Presentation on Chapter 8:Identifying Market Segments andTargetsSubmitted by: Elainrose Esberto May 4, 2012
  • 28. ATENEO GRADUATE SCHOOL OF BUSINESSCHAPTER 8:IDENTIFYINGMARKET SEGMENTSAND TARGETSSubmitted by:Volteire R. CaballeroMBA-StandardMay 03, 2011
  • 29. CHAPTER 8:IDENTIFYING MARKET SEGMENTS AND TARGETS
  • 30. CHAPTER 8:IDENTIFYING MARKET SEGMENTS AND TARGETS
  • 31. CHAPTER 8:IDENTIFYING MARKET SEGMENTS AND TARGETS
  • 32. CHAPTER 8:IDENTIFYING MARKET SEGMENTS AND TARGETS
  • 33. CHAPTER 8:IDENTIFYING MARKET SEGMENTS AND TARGETS
  • 34. CHAPTER 8:IDENTIFYING MARKET SEGMENTS AND TARGETS
  • 35. CHAPTER 8:IDENTIFYING MARKET SEGMENTS AND TARGETS
  • 36. CHAPTER 8:IDENTIFYING MARKET SEGMENTS AND TARGETS
  • 37. CHAPTER 8:IDENTIFYING MARKET SEGMENTS AND TARGETS
  • 38. CHAPTER 8:IDENTIFYING MARKET SEGMENTS AND TARGETS
  • 39. CHAPTER 8:IDENTIFYING MARKET SEGMENTS AND TARGETS
  • 40. CHAPTER 8:IDENTIFYING MARKET SEGMENTS AND TARGETS
  • 41. CHAPTER 8:IDENTIFYING MARKET SEGMENTS AND TARGETS
  • 42. CHAPTER 8:IDENTIFYING MARKET SEGMENTS AND TARGETS
  • 43. CHAPTER 8:IDENTIFYING MARKET SEGMENTS AND TARGETS
  • 44. CHAPTER 8:IDENTIFYING MARKET SEGMENTS AND TARGETS
  • 45. CHAPTER 8:IDENTIFYING MARKET SEGMENTS AND TARGETS
  • 46. CHAPTER 8:IDENTIFYING MARKET SEGMENTS AND TARGETS SEGMENTING CONSUMER MARKETS
  • 47. CHAPTER 8:IDENTIFYING MARKET SEGMENTS AND TARGETS SEGMENTING CONSUMER MARKETS
  • 48. CHAPTER 8:IDENTIFYING MARKET SEGMENTS AND TARGETS SEGMENTING CONSUMER MARKETS
  • 49. CHAPTER 8:IDENTIFYING MARKET SEGMENTS AND TARGETS SEGMENTING CONSUMER MARKETS
  • 50. IDENTIFYING MARKETSEGMENTS AND TARGETS Chapter 8 Daiki “Derek” Shimizu May 4, 2012
  • 51. OUTLINE:EMBRACE TARGET MARKETING1. Market segmentation (Chapter 8)2. Market targeting (Chapter 8)3. Market positioning (Chapter 10)
  • 52. Outline: Market Segments and Targets1. Levels of Market Segmentation2. Four levels of Micromarketing3. Segmentation4. Segmenting for Business Markets5. Segmentation Process6. Five key criteria in Market segments7. Evaluating and Selecting the Market Segments
  • 53. CONCEPT 1SEGMENTATION INCLUDES MASS MARKETING Coke
  • 54. MASS MARKETING CAN CREATE THE LARGESTPOTENTIAL MARKET BUT… Proliferation
  • 55. CONCEPT 2 FOUR LEVELS OF MICROMARKETINGSegment > Niche > Local > Individual
  • 56. Concept 3 Segmentation Segmenting Consumer Markets are Consumer characteristics1. Geographic 2.Demographic 3.Psychographic
  • 57. Concept 3 Segmentation Segmenting Consumer Markets are Consumer characteristics Consumer responses1. Geographic 2.Demographic 3.Psychographic 4.Behavioral
  • 58. GEOGRAPHIC SEGMENTATION CAN DIVIDE THEMARKET BASED ON• Nations• States• Regions• Counties• Cities• Neighborhoods
  • 59. DEMOGRAPHIC SEGMENTATION DIVIDES THE MARKET BASED ON1. Age and Life Cycle 2. Life Stage 3. Gender 4. Income 5. Generation 6. Social Class
  • 60. PSYCHOGRAPHIC SEGMENTATION DIVIDESTHE MARKET BASED ON
  • 61. BEHAVIORAL SEGMENTATION DIVIDES THEMARKET BASED ON 1. Decision Roles • Initiator • Influencer • Decider • Buyer • User
  • 62. BEHAVIORAL SEGMENTATION DIVIDES THEMARKET BASED ON 2. Behavioral Variables •Occasions •Benefits •User Status •Usage Rate •Buyer-Readiness •Loyalty Status •Attitude
  • 63. Concept 4 SEGMENTING FOR BUSINESS MARKETS1. Demographic 2. Operating Variable 3. Purchasing Approaches 4. Situational Factors 5. Personal Characteristics
  • 64. Questions to decided which to serve in Demographic1. Industry: Which industries?2. Company size: what size companies?3. Location: What geographical areas? Demographic
  • 65. Questions to decided which to serve in Operating Variables1. Technology: What customer technologies?2. User or nonuser status: Which users? Heavy users?3. Customer capabilities: Should we serve many of few services? Operating Variables
  • 66. Questions to decided which to serve in Purchasing Approaches1. Purchasing-function organization: centralized?2. Power structure: engineering3. dominated? Financially dominated?4. Nature of existing relationship: strong?5. General purchasing policies: lease? Service contract? Operating Variables6. Purchasing criteria: quality? Service?
  • 67. Questions to decided which to serve in Situational Factors1. Urgency: quick and sudden?2. Specific application: focus on certain application? Or all?3. Size or order: large or small orders? Situational Factors
  • 68. Questions to decided which to serve in Personal Characteristics1. Buyer-seller similarity: people and values are similar?2. Attitude toward risk: risk-taking or risk-avoiding customers?3. Loyalty: high loyalty to their suppliers? Personal Characteristics
  • 69. CONCEPT 5 SEGMENTATION PROCESSNeeds-Based Market Segmentation Approach:1. Needs-Based Segmentation2. Segment Identification3. Segment Attractiveness4. Segment Profitability5. Segment Positioning6. Segment “Acid Test”7. Marketing – Mix Strategy
  • 70. Concept 6 Market segments must rate on five key criteria:1. Measurable 2. Substantial 3. Accessible UV 4. Differentiable 5. Actionable
  • 71. Concept 7: Evaluating and Selecting the Market Segments Single-segment Selective Product Concentration Specialization SpecializationMarket Specialization Full Market Coverage
  • 72. Summary Consumer Consumer characteristics responses Individual Geographic Demographic Psychographi Local c BehavioralSegment Niche Demographic Operating Variable Purchasing Approaches Situational Factors Personal Characteristics
  • 73. IDENTIFYING MARKETSEGMENTS AND TARGETS Chapter 8 Daiki “Derek” Shimizu May 4, 2012
  • 74. ATENEO GRADUATE SCHOOL OF BUSINESSCHAPTER 8: Identifying MarketSegments and Targets Submitted by: Noel F. Paningbatan May 4, 2012
  • 75. FOUR LEVELS OF MARKETING Segments Niches Local Areas Individuals
  • 76. SEGMENTING CONSUMER MARKETS Geographic Demographic Psychographic Behavioral
  • 77. DEMOGRAPHIC SEGMENTATION Age and Life Cycle Life Stage Gender Income Generation Social Class
  • 78. BEHAVIORAL SEGMENTATION Decision Roles  Initiator  Influencer  Decider  Buyer  User
  • 79. BEHAVIORAL SEGMENTATION Occasions Benefits User Status Usage Rate Behavioral Variables Buyer-Readiness Loyalty Status Attitude  Occasions  Benefits  User Status  Usage Rate  Buyer-Readiness  Loyalty Status  Attitude
  • 80. THE BRAND FUNNEL Aware Ever Tried Recent Trial Occasional User Regular User Most Often Used
  • 81. LOYALTY STATUS Hardcore Split Loyals Shifting Loyals Switchers
  • 82. SEGMENTING FOR BUSINESSMARKETS Demographic Operating Variable Purchasing Approaches Situational Factors Personal Characteristics
  • 83. STEPS IN SEGMENTATION PROCESS Needs based segmentation Segment identification Segment Attractiveness Segment Profitability Segment Positioning Segment Acid Test
  • 84. EFFECTIVE SEGMENTATION CRITERIA Measurable Differentiable Substantial Actionable Accessible
  • 85. TISSUE DRAWING 4 BUILDINGS Local Areas Niches Individuals Segments
  • 86. TISSUE DRAWING With 4 floors each 4 BUILDINGS 1st: Geographic 2nd: Demographic 3rd: Psychographic 4th:Behavioral Local Areas Niches Individuals Segments
  • 87. TISSUE DRAWING With 4 floors each 4 BUILDINGS 1st: Geographic 2nd: Demographic 3rd: Psychographic 4th:Behavioral 1. Age and Life Cycle 2. Life Stage 3. Gender Local Areas Niches Individuals Segments 4. Income 5. Generation 6. Social Class With 6 type of rooms per floor
  • 88. TISSUE DRAWING With 4 floors each 4 BUILDINGS 1st: Geographic 2nd: Demographic 3rd: Psychographic 4th:Behavioral 1. Age and Life Cycle 2. Life Stage 3. Gender Local Areas Niches Individuals Segments 4. Income 5. Generation Behavioral Variables 6. Social Class With 6 type of rooms per floorDecision Roles 2 different buyers
  • 89. TISSUE DRAWING Aware Ever Tried Recent Trial Occasional User Regular User Most Often Used Funnel rain catcher With 4 floors each 4 BUILDINGS 1st: Geographic 2nd: Demographic 3rd: Psychographic 4th:Behavioral 1. Age and Life Cycle 2. Life Stage 3. Gender Local Areas Niches Individuals Segments 4. Income 5. Generation Behavioral Variables 6. Social Class With 6 type of rooms per floorDecision Roles 2 different buyers
  • 90. TISSUE DRAWING Aware Ever Tried Recent Trial Occasional User Regular User Most Often Used Funnel rain catcher With 4 floors each 4 BUILDINGS 1st: Geographic 2nd: Demographic 3rd: Psychographic 4th:Behavioral 1. Age and Life Cycle 2. Life Stage 3. Gender Local Areas Niches Individuals Segments 4. Income 5. Generation Behavioral Variables 6. Social Class With 6 type of rooms per floor LoyaltyDecision Roles Hardcore Split Loyals Shifting Loyals Switchers 2 different buyers
  • 91. TISSUE DRAWING Aware Ever Tried Recent Trial Occasional User Regular User Most Often Used Funnel rain catcher With 4 floors each 4 BUILDINGS 1st: Geographic 2nd: Demographic 3rd: Psychographic 4th:Behavioral 1. Age and Life Cycle 2. Life Stage 3. Gender Local Areas Niches Individuals Segments 4. Income 5. Generation Behavioral Variables 6. Social Class With 6 type of rooms per floor LoyaltyDecision Roles Hardcore Split Loyals Demographic Shifting Loyals Operating Variable Switchers Purchasing Approaches Situational Factors Personal Characteristics 2 different buyers Corporate Customer
  • 92. TISSUE DRAWING Aware Ever Tried Recent Trial Occasional User Regular User Most Often Used Punch list before accepting buildings Funnel rain catcher With 4 floors each 4 BUILDINGS 1st: Geographic 2nd: Demographic 3rd: Psychographic 4th:BehavioralNeeds based segmentationSegment identificationSegment AttractivenessSegment ProfitabilitySegment PositioningSegment Acid Test 1. Age and Life Cycle 2. Life Stage 3. Gender Local Areas Niches Individuals Segments 4. Income 5. Generation Behavioral Variables 6. Social Class With 6 type of rooms per floor Loyalty Decision Roles Hardcore Split Loyals Demographic Shifting Loyals Operating Variable Switchers Purchasing Approaches Situational Factors Personal Characteristics 2 different buyers Corporate Customer
  • 93. TISSUE DRAWING Aware Ever Tried Recent Trial Occasional User Regular User Most Often Used Punch list before accepting buildings With 4 floors each Funnel rain catcher 1st: Geographic 2nd: Demographic 3rd: Psychographic 4 BUILDINGS 4th:Behavioral 1. Age and Life CycleNeeds based segmentation 2. Life StageSegment identification 3. GenderSegment AttractivenessSegment Profitability 4. IncomeSegment Positioning 5. GenerationSegment Acid Test 6. Social Class Local Areas Niches Individuals Segments With 6 type of rooms per floor Behavioral Variables Differentiable Measurable Loyalty Substantial Accessible Decision Roles Hardcore Actionable Split Loyals Demographic Shifting Loyals Operating Variable Switchers Purchasing Approaches Situational Factors Giving of keys upon Personal Characteristics purchase and turnover 2 different buyers Corporate Customer
  • 94. SUMMARY Marketing has four levels Market Segmenting includes geographic, demographic, psychographic and behavioral considerations Consider the decision roles and behavioral variables of the customer Determine what sort of customer you have (Loyalty) Effective Segmentation Criteria is differentiable, measurable, actionable, substantial and accessible
  • 95. Presentation on Chapter 8: Identifying Market Segments and Targets Submitted by: Noel Paningbatan May 4, 2012ATENEO GRADUATE SCHOOL OF BUSINESS