• Save
Identifying Market Segment
Upcoming SlideShare
Loading in...5
×
 

Like this? Share it with your network

Share

Identifying Market Segment

on

  • 3,768 views

 

Statistics

Views

Total Views
3,768
Views on SlideShare
3,763
Embed Views
5

Actions

Likes
0
Downloads
0
Comments
1

3 Embeds 5

http://www.drmartinvilla.com 2
http://www.linkedin.com 2
http://www.slideshare.net 1

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
  • thanks for this slide.. --->my report tomorrow
    ... MM13
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

Identifying Market Segment Presentation Transcript

  • 1. Chapter 8Identifying Market Segments and Selecting Target Markets
    May 8, 2010
    Martin Anthony A. Villa, MD
    “V10- The Power Engine”
    Ateneo MBA-H Batch 8
    <www.myvaricosevein.com>
  • 2. In Conclusion…
  • 3. The Clients…
  • 4. Levels of
    Market Segment
    Segmenting Consumers
    CONCEPTS
    Effective Segmentation Criteria
    Patterns of Market Target Selection
    Segment to segment plan
  • 5. Levels of Market Segmentation
    Mass marketing
    Segment marketing
    Niche marketing
    Local marketing
    Individual marketing
  • 6. MASS MARKETING
    Mass production, mass distribution, and mass promotion of one product for all buyers.
    Levels of Market Segmentation
  • 7. MASS MARKETING
    Mass production, mass distribution, and mass promotion of one product for all buyers.
    Levels of Market Segmentation
  • 8. SEGMENT MARKETING
    Market segment: a group of customers who share a similar set of needs & wants.
    The marketer’s task: identify (NOT create) the segments and decide which one(s) to target.
    Levels of Market Segmentation
  • 9. LOCAL MARKETING
    The marketing programs are tailored to the needs and wants of local customer groups.
    Grass root marketing for trading areas, neighborhood and individual stores
    Levels of Market Segmentation
  • 10. NICHE MARKETING
    A more narrowly defined group seeking a distinctive mix of benefits.
    Sub, sub specialty in medical field
    Levels of Market Segmentation
  • 11. INDIVIDUAL MARKETING
    The ultimate level of segmentation
    Customerization
    One on one
    Levels of Market Segmentation
  • 12. INDIVIDUAL MARKETING
    The ultimate level of segmentation
    Customerization
    One on one
    Levels of Market Segmentation
  • 13. Segmenting Consumer Markets
    Geographic segmentation
  • 14. Geographic segmentation
    Demographic segmentation
    Age and life cycle stage, life stage, generation
    Gender
    Income, social class, occupation
    Segmenting Consumer Markets
  • 15. Geographic segmentation
    Demographic segmentation
    Psychographic segmentation
    Segmenting Consumer Markets
  • 16. Geographic segmentation
    Demographic segmentation
    Psychographic segmentation
    Behavioral segmentation
    Segmenting Consumer Markets
  • 17. MARKET TARGETING
    5 key criteria for a useful market segment
    Measurable
    The size, purchasing power and characteristics of the segments can be measured.
  • 18. MARKET TARGETING
    5 key criteria for a useful market segment
    Measurable
    Substantial
    The segment are large and profitable enough to serve. The objective is to have the largest homogenous group.
  • 19. MARKET TARGETING
    5 key criteria for a useful market segment
    Measurable
    Substantial
    Accessible
    The segment must be effectively reached and served.
  • 20. MARKET TARGETING
    5 key criteria for a useful market segment
    Measurable
    Substantial
    Accessible
    Differentiable
    Segment are conceptually distinguishable and respond differently. If not they should not be segmented.
  • 21. MARKET TARGETING
    5 key criteria for a useful market segment
    Measurable
    Substantial
    Accessible
    Differentiable
    Actionable
    Effective program can be formulated to attract and serve the segment.
  • 22. Patterns of Target Market Selection
    Single Segment Concentration
    M1
    M2
    M3
    MARKET
    P1
    PRODUCT
    P2
    P3
  • 23. Patterns of Target Market Selection
    Selective specialization
    M1
    M2
    M3
    MARKET
    P1
    PRODUCT
    P2
    P3
  • 24. Patterns of Target Market Selection
    Product Specialization
    M1
    M2
    M3
    MARKET
    P1
    PRODUCT
    P2
    P3
  • 25. Patterns of Target Market Selection
    Market Specialization
    M1
    M2
    M3
    MARKET
    P1
    PRODUCT
    P2
    P3
  • 26. Patterns of Target Market Selection
    Full Market Coverage
    M1
    M2
    M3
    MARKET
    P1
    PRODUCT
    P2
    P3
  • 27. Patterns of Target Market Selection
    Marketing must develop segment to segment invasion plans and choose target market in a socially responsible manner at all times.
    M1
    M2
    M3
    MARKET
    P1
    PRODUCT
    P2
    P3
  • 28. Patterns of Target Market Selection
    Middle age
    Female
    Elderly
    Female
    Young
    Teen Female
    MARKET
    Mammography
    Pap smear
    HPV Vaccine
    PRODUCT
  • 29. Segment to Segment Plan
    Middle age
    Female
    Elderly
    Female
    Young
    Teen Female
    MARKET
    Mammography
    Pap smear
    HPV Vaccine
    PRODUCT
  • 30. Segment to Segment Plan
    Middle age
    Female
    Elderly
    Female
    Young
    Teen Female
    MARKET
    Mammography
    Pap smear
    HPV Vaccine
    PRODUCT
  • 31. Segment to Segment Plan
    Middle age
    Female
    Elderly
    Female
    Young
    Teen Female
    MARKET
    Mammography
    Pap smear
    HPV Vaccine
    PRODUCT
  • 32. Segment to Segment Plan
    Middle age
    Female
    Elderly
    Female
    Young
    Teen Female
    MARKET
    Mammography
    Pap smear
    HPV Vaccine
    PRODUCT
  • 33. Segment to Segment Plan
    Middle age
    Female
    Elderly
    Female
    Young
    Teen Female
    MARKET
    Mammography
    Pap smear
    HPV Vaccine
    PRODUCT
  • 34. Segment to Segment Plan
    Middle age
    Female
    Elderly
    Female
    Young
    Teen Female
    MARKET
    Mammography
    Pap smear
    HPV Vaccine
    PRODUCT
  • 35. Segment to Segment Plan
    Middle age
    Female
    Elderly
    Female
    Young
    Teen Female
    MARKET
    Mammography
    Pap smear
    HPV Vaccine
    PRODUCT
  • 36. Segment to Segment Plan
    Middle age
    Female
    Elderly
    Female
    Young
    Teen Female
    MARKET
    Mammography
    Pap smear
    HPV Vaccine
    PRODUCT
  • 37. Segment to Segment Plan
    Middle age
    Female
    Elderly
    Female
    Young
    Teen Female
    MARKET
    Mammography
    Pap smear
    HPV Vaccine
    PRODUCT
  • 38. Segment to Segment Plan
    Middle age
    Female
    Elderly
    Female
    Young
    Teen Female
    MARKET
    Mammography
    Pap smear
    HPV Vaccine
    PRODUCT
  • 39. Segment to Segment Plan
    Middle age
    Female
    Elderly
    Female
    Young
    Teen Female
    MARKET
    Mammography
    Pap smear
    HPV Vaccine
    PRODUCT
  • 40. CONCLUSION:
    … the customers is a very heterogenous crowd. … there is a need to re cluster them into smaller homogenous group …this is a focus target group in marketing strategic planning for particular product.
  • 41. Chapter 8Identifying Market Segments and Selecting Target Markets
    May 8, 2010
    Martin Anthony A. Villa, MD
    “V10- The Power Engine”
    Ateneo MBA-H Batch 8
    <www.myvaricosevein.com>