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 internet market segmentation
 

internet market segmentation

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This is an analysis that tries to segment the Internet Market in Cameroon.

This is an analysis that tries to segment the Internet Market in Cameroon.

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     internet market segmentation internet market segmentation Presentation Transcript

    • INTERNET MARKET SEGMENTATION:THE CASE OF CAMEROONS’ INTERNET MARKET. ForisTel: connecting beyond others
    • HOW TO SEGMENT INTERNET MARKET IN CAMEROON: SOMELOCAL REALITIES.Definitions:• Internet Market segmentation is a classification of potential private orcorporate customers by one or more characteristics, in order to identify groupsof customers, with common characteristics and needs.• Internet Target Market is a group of internet customers that the businesshas decided to aim its marketing efforts and ultimately its merchandise.Aim: To easily define a marketing mix strategy for product, distribution, promotion andprice that builds the internet service in a fashion that satisfy the internet target market. ForisTel: connecting beyond others
    • HOW TO SEGMENT INTERNET MARKET IN CAMEROON: SOMELOCAL REALITIES.Possible Traditional Internet segments:• Geographic segmentations, addresses (their location)• Demographic / socio-economic segmentation (gender, age, income, occupation, education,household size, and stage in the family life cycle)• Psychographic segmentation (similar attitudes, values, and lifestyles)• Behavioural segmentation (occasions, degree of loyalty)On the other hand, our local realities show that we can better segment the internet market base onother parameters that takes spending to consideration. This may include:• Gender• Price• Interests• Location• Religion• Income• Size of Household ForisTel: connecting beyond others
    • HOW TO SEGMENT INTERNET MARKET IN CAMEROON: SOMELOCAL REALITIES. Local Realities: For the complexities that may arise segmenting the Local internet market on the bases of the defined parameters above, it may serve time, purpose and cost to merge and correlate traditional segmentation with local realities to come out with target groups that address our case. These segments could be mitigated to form target groups that may include amongst others: 1.Students and children whose use of the internet is more directed to knowledge gain and socialising through social networks. 2.Adults whose use of internet is to communicates. 3.Professionals whose use of internet is to compliment work at home or out of office. 4.Corporate bodies whose use is associated with general corporate operations. ForisTel: connecting beyond others
    • HOW TO SEGMENT INTERNET MARKET IN CAMEROON: SOMELOCAL REALITIES.Target group one, two and three may be considered for Mass Internet Market.whilefour will be considered independently for corporate internet market.Each segment is defined by the on-line behaviour of its members—traits such as theamount of time they actively spend on-line, the number of pages and sites theyaccess, the time they spend actively viewing each page, and the kinds of sites theyvisit.The challenge is that each of these segments has different needs, so marketers mustdistinguish among the segments their sites attractions and match their site strategiesto the needs of the targeted segments.The local mass market base on the above segmentation assumptions could befurther identified as Home Riders, Generational adventurers, Transit masters andHot sellers ForisTel: connecting beyond others
    • CASE STUDY: PROPOSED SEGMENTATION OF INTERNET MARKET This market segment are internet users who will like to remain at home Segment 1: and browse the www. They will use home computers and personalHome Riders. laptops. In most cases, these laptops have high speed processors The service here tend to attract middle and upper level professionals who may like to take work at home. Here, price offered by service providers may not necessary be a problem. Rather, service reliability and efficiency may be the issue that matters for the client to decide on which service provider to chose. Primary Motivation: •Privacy •Status •Nostalgia about home ForisTel: connecting beyond others
    • CASE STUDY: PROPOSED SEGMENTATION OF INTERNET MARKET This market segment include internet users who depend on sponsors for their income. They will like to browse the www from home withSegment 2: use of home computers and personal laptops. The common characteristics of these computers is that the are imported secondGenerational handed computers that may not have high speed RAMs andadventurers. processors. The customers here will typically include Children in middle and upper class income families who have the opportunity to adventure over the net. Finally, it will include students that will prefer to carry out online research on particular topics of interest on the www. Price of the internet service here may be a major determinant for purchase decisions. •Gain Knowledge Primary Motivation: •Enhance fun with the rest of the world. •Affiliations ForisTel: connecting beyond others
    • CASE STUDY: PROPOSED SEGMENTATION OF INTERNET MARKET This market segment are internet users who are professionals for Segment 3: corporate bodies that are always out of office for missions and will likeTransit Masters. to remain connected to www. They will use advanced corporate laptops. The service here tend to attract professionals who may not directly be responsible for the internet bills. This implies that price may not necessarily be an issue for the decision to use the service provider. How ever, a decision will be got base on reliability, efficiency of service providers and connectivity in terms of network coverage. Primary Motivation: •Status •Work cautiousness ForisTel: connecting beyond others
    • CASE STUDY: PROPOSED SEGMENTATION OF INTERNET MARKET Customers in this segment will typical operate what is locally called cyber café. They are not corporate in nature but they subscribe fast internet services to retail to clients who may equally fall in the segments identifiedSegment 4: above. In most cases, they will use computers with high speedHot sellers. . processors. They will equally have standby technicians to verify any failure in connectivity. Common characteristic here is that a majority of users will not like service providers to trace their identity. Ethically this may not be correct as it provide home for scamming or mass internet crimes. Price may or may not necessarily be an issue depending on the broker for the decision to use the service provider. How ever, a decision will be got base on reliability, efficiency of service providers and connectivity to ensure customer satisfaction. •Businessprofit Primary Motivation: •Customer satisfaction •Hidden identity ForisTel: connecting beyond others
    • Yes, we could meet the Cameroon internet dreamby making internet services available and affordable to the masses with a difference. “the best is around you” THANK YOU ForisTel: connecting beyond others