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Mark101   slidedeck - targets and segmentation
 

Mark101 slidedeck - targets and segmentation

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  • Mass marketing
  • Family feud 0 is this differntiation or positioning
  • Positioning US – oj substitute France – refreshment Philippines – premium drink Brazil – low priced drink
  • If I throw these elastics at the board how many hit the target? If I aim five, one at a time, how many hit the target?
  • Segmentation Forbes case study
  • Niche marketing (sub-segmentation)
  • ( Includes culture, sub-culture, social class, peer group, reference individuals) How? -Memberships-Subscriptions-Online affiliations-Referral
  • ( Includes lifestyle, habits, attitudes, beliefs, values) *Account for wildly varying buying traits Difficult to define but produce the best lists
  • ( Grouping consumer based on past actions ie:-5W’s of purchases)
  • Naics, sic’s
  • Homework – bull's eye targeting

Mark101   slidedeck - targets and segmentation Mark101 slidedeck - targets and segmentation Presentation Transcript

  • Target Markets &SegmentationPresented by Lindsey Fair
  • mass marketing
  • differentiation
  • positioning
  • positioning differences
  • how does “everyone” (MASS) become asegment, or a smaller piece of the pie?21/02/11
  • segmentation
  • niche
  • geographic21/02/11
  • demographic
  • socialgraphic21/02/11
  • psychological21/02/11
  • behavioural21/02/11
  • industrial21/02/11