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

    1. 1. Target Markets &SegmentationPresented by Lindsey Fair
    2. 2. mass marketing
    3. 3. differentiation
    4. 4. positioning
    5. 5. positioning differences
    6. 6. how does “everyone” (MASS) become asegment, or a smaller piece of the pie?21/02/11
    7. 7. segmentation
    8. 8. niche
    9. 9. geographic21/02/11
    10. 10. demographic
    11. 11. socialgraphic21/02/11
    12. 12. psychological21/02/11
    13. 13. behavioural21/02/11
    14. 14. industrial21/02/11

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