Ch08identifymarketsegmentsand targets

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  • Four groups with higher resources and lower resources
  • Ch08identifymarketsegmentsand targets

    1. 1. www.leilaniestebat.blogspo t.com IDENTIFYING MARKET SEGMENTS AND TARGETS Leilani Estebat September 16, 2013
    2. 2. www.leilaniestebat.blogspo t.com 1. Segmenting Consumer Markets(What) 2. Reasons to segment (Why) 3. Steps and Criteria (How) 4. Summary Outline:
    3. 3. www.leilaniestebat.blogspo t.com Segmenting Consumer Markets GDP-b-S 1. Geographic 2. Demographic 3. Psychographic 4. Behavioral Segmentation 1. Market Segmentation
    4. 4. www.leilaniestebat.blogspo t.com 1. Countries 2. States 3. Regions 4. City 5. Neighborhoods 1. Segmenting Consumer Markets: Geographic
    5. 5. www.leilaniestebat.blogspo t.com 1. Age & Life-Cycle Stage 1. Segmenting Consumer Markets: Demographic
    6. 6. www.leilaniestebat.blogspo t.com 1. Age & Life-Cycle Stage 2. Life Stage 1. Segmenting Consumer Markets: Demographic
    7. 7. www.leilaniestebat.blogspo t.com 1. Age & Life-Cycle Stage 2. Life Stage 3. Gender 1. Segmenting Consumer Markets: Demographic
    8. 8. www.leilaniestebat.blogspo t.com 1. Age & Life-Cycle Stage 2. Life Stage 3. Gender 4. Income 1. Segmenting Consumer Markets: Demographic
    9. 9. www.leilaniestebat.blogspo t.com 1. Age & Life-Cycle Stage 2. Life Stage 3. Gender 4. Income 5. Generation 1. Segmenting Consumer Markets: Demographic
    10. 10. www.leilaniestebat.blogspo t.com 1. Age & Life-Cycle Stage 2. Life Stage 3. Gender 4. Income 5. Generation 6. Race & Culture 1. Segmenting Consumer Markets: Demographic
    11. 11. www.leilaniestebat.blogspo t.com The VALS Segmentation System 1. Segmenting Consumer Markets: Psychographic
    12. 12. www.leilaniestebat.blogspo t.com A. Decision Roles 1. Initiator 2. Influencer 3. Decider 4. Buyer 5. User 1. Segmenting Consumer Markets: Behavioral
    13. 13. www.leilaniestebat.blogspo t.com B. Behavioral Variables 1. Occasions 2. Benefits 3. User Status 4. Usage Rate 5. Buyer Readiness Stage 6. Loyalty Status 7. Attitude 1. Segmenting Consumer Markets: Behavioral
    14. 14. www.leilaniestebat.blogspo t.com Buyer - Readiness Stage • Aware • Ever tried • Recent trial • Occasional user • Regular user • Most often used 1. Segmenting Consumer Markets: Behavioral
    15. 15. www.leilaniestebat.blogspo t.com Loyalty Status 1. Segmenting Consumer Markets: Behavioral Hard Core Split loyals Shifting loyals Switchers
    16. 16. www.leilaniestebat.blogspo t.com 1. Segmenting Consumer Markets: Behavioral Target Market Unaware Aware Not tried Negative opinion Neutral Favorable Opinion Tried Rejector Not Yet Repeated Repeated Loyal to other Brand Switcher Loyal to Brand Light user Regular User Heavy User
    17. 17. www.leilaniestebat.blogspo t.com 2. Reasons to Segment Better satisfy customer needs and wants Growth or Innovation Increased market share Higher profits
    18. 18. www.leilaniestebat.blogspo t.com A. Steps in Segmentation Process 3. Steps and Criteria Needs-Based Segmentation Segment Identification Segment Attractiveness Segment Profitability Segment Positioning Segment Acid Test Marketing - Mix Strategy
    19. 19. www.leilaniestebat.blogspo t.com B. Effective Segmentation Criteria 3. Steps and Criteria • Measurable • Substantial • Accessible [Text] • Differentiable [Text] • Actionable
    20. 20. www.leilaniestebat.blogspo t.com 1. What? Market segments and targets 2. Why? Growth and profitability 3. How? a. Proper segmentation process b. Effective segmentation criteria 4. Summary Identify…
    21. 21. www.leilaniestebat.blogspo t.com IDENTIFYING MARKET SEGMENTS AND TARGETS Leilani Estebat September 16, 2013

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