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Ch8 IdentifyingMarketSegmentturinganTop10
Ch8 IdentifyingMarketSegmentturinganTop10
Ch8 IdentifyingMarketSegmentturinganTop10
Ch8 IdentifyingMarketSegmentturinganTop10
Ch8 IdentifyingMarketSegmentturinganTop10
Ch8 IdentifyingMarketSegmentturinganTop10
Ch8 IdentifyingMarketSegmentturinganTop10
Ch8 IdentifyingMarketSegmentturinganTop10
Ch8 IdentifyingMarketSegmentturinganTop10
Ch8 IdentifyingMarketSegmentturinganTop10
Ch8 IdentifyingMarketSegmentturinganTop10
Ch8 IdentifyingMarketSegmentturinganTop10
Ch8 IdentifyingMarketSegmentturinganTop10
Ch8 IdentifyingMarketSegmentturinganTop10
Ch8 IdentifyingMarketSegmentturinganTop10
Ch8 IdentifyingMarketSegmentturinganTop10
Ch8 IdentifyingMarketSegmentturinganTop10
Ch8 IdentifyingMarketSegmentturinganTop10
Ch8 IdentifyingMarketSegmentturinganTop10
Ch8 IdentifyingMarketSegmentturinganTop10
Ch8 IdentifyingMarketSegmentturinganTop10
Ch8 IdentifyingMarketSegmentturinganTop10
Ch8 IdentifyingMarketSegmentturinganTop10
Ch8 IdentifyingMarketSegmentturinganTop10
Ch8 IdentifyingMarketSegmentturinganTop10
Ch8 IdentifyingMarketSegmentturinganTop10
Ch8 IdentifyingMarketSegmentturinganTop10
Ch8 IdentifyingMarketSegmentturinganTop10
Ch8 IdentifyingMarketSegmentturinganTop10
Ch8 IdentifyingMarketSegmentturinganTop10
Ch8 IdentifyingMarketSegmentturinganTop10
Ch8 IdentifyingMarketSegmentturinganTop10
Ch8 IdentifyingMarketSegmentturinganTop10
Ch8 IdentifyingMarketSegmentturinganTop10
Ch8 IdentifyingMarketSegmentturinganTop10
Ch8 IdentifyingMarketSegmentturinganTop10
Ch8 IdentifyingMarketSegmentturinganTop10
Ch8 IdentifyingMarketSegmentturinganTop10
Ch8 IdentifyingMarketSegmentturinganTop10
Ch8 IdentifyingMarketSegmentturinganTop10
Ch8 IdentifyingMarketSegmentturinganTop10
Ch8 IdentifyingMarketSegmentturinganTop10
Ch8 IdentifyingMarketSegmentturinganTop10
Ch8 IdentifyingMarketSegmentturinganTop10
Ch8 IdentifyingMarketSegmentturinganTop10
Ch8 IdentifyingMarketSegmentturinganTop10
Ch8 IdentifyingMarketSegmentturinganTop10
Ch8 IdentifyingMarketSegmentturinganTop10
Ch8 IdentifyingMarketSegmentturinganTop10
Ch8 IdentifyingMarketSegmentturinganTop10
Ch8 IdentifyingMarketSegmentturinganTop10
Ch8 IdentifyingMarketSegmentturinganTop10
Ch8 IdentifyingMarketSegmentturinganTop10
Ch8 IdentifyingMarketSegmentturinganTop10
Ch8 IdentifyingMarketSegmentturinganTop10
Ch8 IdentifyingMarketSegmentturinganTop10
Ch8 IdentifyingMarketSegmentturinganTop10
Ch8 IdentifyingMarketSegmentturinganTop10
Ch8 IdentifyingMarketSegmentturinganTop10
Ch8 IdentifyingMarketSegmentturinganTop10
Ch8 IdentifyingMarketSegmentturinganTop10
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Ch8 IdentifyingMarketSegmentturinganTop10

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  • 1. TOP 10 Learning Concepts Chapter 8 Identifying Market Segments & Targets Sheilanor C. Turingan March 31, 2011 http://sheilanorturingan.blogspot.com
  • 2. What’s in store for you: <ul><li>What is Target Marketing? </li></ul><ul><li>What are the Levels of Target Marketing? </li></ul><ul><li>Identifying customers through Segment Marketing </li></ul><ul><li>What are the steps in the Segmentation Process? </li></ul><ul><li>How to segment effectively? </li></ul>http://sheilanorturingan.blogspot.com
  • 3. What do you need to know? <ul><li>How can a company divide market into segments? </li></ul><ul><li>Demographic Segmentation – Key to effective marketing </li></ul><ul><li>Understanding consumers through Psychographic Segmentation </li></ul><ul><li>Identifying Behavioral Variables </li></ul><ul><li>Assessing Buyer Readiness & Loyalty </li></ul>http://sheilanorturingan.blogspot.com
  • 4. Concept# 1 To compete more effectively: TARGET MARKETING <ul><li>Market Segmentation </li></ul><ul><li>>identify distinct groups </li></ul>http://sheilanorturingan.blogspot.com
  • 5. Concept# 1 To compete more effectively: TARGET MARKETING <ul><li>Market Segmentation </li></ul><ul><li>>identify distinct groups </li></ul><ul><li>Market Targeting </li></ul><ul><li>>select segment to enter </li></ul>http://sheilanorturingan.blogspot.com
  • 6. Concept# 1 To compete more effectively: TARGET MARKETING <ul><li>Market Segmentation </li></ul><ul><li>>identify distinct groups </li></ul><ul><li>Market Targeting </li></ul><ul><li>>select segment to enter </li></ul><ul><li>Market Positioning </li></ul><ul><li>>communicate offering </li></ul>http://sheilanorturingan.blogspot.com
  • 7. Concept# 2 What are the levels of target marketing? http://sheilanorturingan.blogspot.com
  • 8. Concept# 2 What are the levels of target marketing? http://sheilanorturingan.blogspot.com Segment Marketing
  • 9. Concept# 2 What are the levels of target marketing? http://sheilanorturingan.blogspot.com Segment Marketing Local Marketing
  • 10. Concept# 2 What are the levels of target marketing? http://sheilanorturingan.blogspot.com Segment Marketing Local Marketing Individual Marketing
  • 11. Concept# 2 What are the levels of target marketing? http://sheilanorturingan.blogspot.com Segment Marketing Local Marketing Individual Marketing Niche Marketing
  • 12. Concept#3 Identifying consumers through Segment Marketing http://sheilanorturingan.blogspot.com
  • 13. Concept#3 Identifying consumers through Segment Marketing http://sheilanorturingan.blogspot.com Market segment
  • 14. Concept#3 Identifying consumers through Segment Marketing http://sheilanorturingan.blogspot.com Market segment
  • 15. Concept#3 Identifying consumers through Segment Marketing http://sheilanorturingan.blogspot.com Market segment Group based on similar needs &wants
  • 16. Concept#3 Identifying consumers through Segment Marketing http://sheilanorturingan.blogspot.com Market segment Group based on similar needs &wants
  • 17. Concept#3 Identifying consumers through Segment Marketing http://sheilanorturingan.blogspot.com Market segment Group based on similar needs &wants Decide which to target
  • 18. http://sheilanorturingan.blogspot.com Concept# 4 What are the steps in the Segmentation Process?
  • 19. http://sheilanorturingan.blogspot.com Concept# 4 What are the steps in the Segmentation Process? identify needs
  • 20. http://sheilanorturingan.blogspot.com Concept# 4 What are the steps in the Segmentation Process? determine variables identify needs
  • 21. http://sheilanorturingan.blogspot.com Concept# 4 What are the steps in the Segmentation Process? test attractiveness identify needs determine variables
  • 22. http://sheilanorturingan.blogspot.com Concept# 4 What are the steps in the Segmentation Process? test attractiveness identify needs determine variables calculate profitability
  • 23. http://sheilanorturingan.blogspot.com Concept# 4 What are the steps in the Segmentation Process? test attractiveness identify needs determine variables calculate profitability develop strategy
  • 24. http://sheilanorturingan.blogspot.com Concept# 4 What are the steps in the Segmentation Process? test attractiveness identify needs determine variables calculate profitability develop strategy determine viability
  • 25. http://sheilanorturingan.blogspot.com Concept# 4 What are the steps in the Segmentation Process? test attractiveness identify needs determine variables calculate profitability develop strategy determine viability Include marketing mix strategy (product, price promotion, place)
  • 26. http://sheilanorturingan.blogspot.com Concept# 5 How to segment market effectively? 5 Criteria
  • 27. http://sheilanorturingan.blogspot.com Concept# 5 How to segment market effectively? 5 Criteria <ul><li>Measurable </li></ul><ul><li>Substantial </li></ul><ul><li>Accessible </li></ul><ul><li>Differentiable </li></ul><ul><li>Actionable </li></ul>
  • 28. http://sheilanorturingan.blogspot.com Concept# 5 How to segment market effectively? 5 Criteria <ul><li>Measurable </li></ul><ul><li>Substantial </li></ul><ul><li>Accessible </li></ul><ul><li>Differentiable </li></ul><ul><li>Actionable </li></ul>
  • 29. http://sheilanorturingan.blogspot.com Concept# 5 How to segment market effectively? 5 Criteria <ul><li>Measurable </li></ul><ul><li>Substantial </li></ul><ul><li>Accessible </li></ul><ul><li>Differentiable </li></ul><ul><li>Actionable </li></ul>
  • 30. http://sheilanorturingan.blogspot.com Concept# 5 How to segment market effectively? 5 Criteria <ul><li>Measurable </li></ul><ul><li>Substantial </li></ul><ul><li>Accessible </li></ul><ul><li>Differentiable </li></ul><ul><li>Actionable </li></ul>
  • 31. http://sheilanorturingan.blogspot.com Concept# 5 How to segment market effectively? 5 Criteria <ul><li>Measurable </li></ul><ul><li>Substantial </li></ul><ul><li>Accessible </li></ul><ul><li>Differentiable </li></ul><ul><li>Actionable </li></ul>
  • 32. http://sheilanorturingan.blogspot.com Concept# 6 How can a company divide a market into segments
  • 33. http://sheilanorturingan.blogspot.com Geographic by continent by country by region Concept# 6 How can a company divide a market into segments by cities
  • 34. http://sheilanorturingan.blogspot.com Geographic by continent by country by region Psychographic lifestyle activities values Concept# 6 How can a company divide a market into segments by cities
  • 35. Benefits sought Brand loyalty http://sheilanorturingan.blogspot.com Behavioral Concept# 6 How can a company divide a market into segments
  • 36. Benefits sought Brand loyalty http://sheilanorturingan.blogspot.com Behavioral Demographic Gender Age/ Life-Cycle Stage Concept# 6 How can a company divide a market into segments
  • 37. http://sheilanorturingan.blogspot.com > Conducts business 4 regions: North America, Europe, Latin America & Asia-Pacific Geographic > Dedicated to the health and well-being of infants and children Demographic Concept# 6 How can a company divide a market into segments: Ex:
  • 38. http://sheilanorturingan.blogspot.com Pyschographic Behavioral Concept# 6 How can a company divide a market into segments: Ex:
  • 39. Concept# 7 Demographic Segmentation- Key to effective Target Marketing http://sheilanorturingan.blogspot.com
  • 40. Concept# 7 Demographic Segmentation- Key to effective Target Marketing http://sheilanorturingan.blogspot.com Income Family size Occupation Religion Nationality
  • 41. http://sheilanorturingan.blogspot.com Concept# 7 Demographic Segmentation Example:
  • 42. > flagship brand LACTUM – provides nutrition essential for the growth & development of kids, appropriate for their age. Lactum 1+ Lactum 3+ Lactum 6+ http://sheilanorturingan.blogspot.com Concept# 7 Demographic Segmentation Example:
  • 43. > Creates nutritional brands and products to infants, toddlers, kids and adults Enfakid A+ Lactum 1+ Sustagen Kid Sustagen Premium for adults http://sheilanorturingan.blogspot.com Concept# 7 Demographic Segmentation Example:
  • 44. Concept# 8 How to better understand consumers? PSYCHOGRAPHIC SEGMENTATION http://sheilanorturingan.blogspot.com Innovators Thinkers Achievers Experiencer
  • 45. Concept# 8 How to better understand consumers? PSYCHOGRAPHIC SEGMENTATION http://sheilanorturingan.blogspot.com
  • 46. Concept# 8 How to better understand consumers? PSYCHOGRAPHIC SEGMENTATION http://sheilanorturingan.blogspot.com Believers Strivers Makers Survivors
  • 47. http://sheilanorturingan.blogspot.com Concept# 9 Identifying Behavioral Variables BEHAVIORAL SEGMENTATION
  • 48. http://sheilanorturingan.blogspot.com Concept# 9 Identifying Behavioral Variables BEHAVIORAL SEGMENTATION Occasions Benefits User status Usage rate Buyer-readiness Loyalty Status Attitude
  • 49. http://sheilanorturingan.blogspot.com Concept# 10 Who are your buyers? Assessing Brand Loyalty
  • 50. http://sheilanorturingan.blogspot.com Concept# 10 Who are your buyers? Assessing Brand Loyalty Hard-core Loyals - can help identify strengths
  • 51. http://sheilanorturingan.blogspot.com Concept# 10 Who are your buyers? Assessing Brand Loyalty Hard-core Loyals - can help identify strengths Split Loyals –can help identify competitors
  • 52. http://sheilanorturingan.blogspot.com Concept# 10 Who are your buyers? Assessing Brand Loyalty Hard-core Loyals - can help identify strengths Split Loyals –can help identify competitors Shifting Loyals – can help identify weaknesses
  • 53. http://sheilanorturingan.blogspot.com Concept# 10 Who are your buyers? Assessing Brand Loyalty Hard-core Loyals - can help identify strengths Split Loyals –can help identify competitors Shifting Loyals – can help identify weaknesses Switchers – can help correct weaknesses
  • 54. http://sheilanorturingan.blogspot.com Concept 10 Who are your Buyers? Understanding Buyer-Readiness
  • 55. http://sheilanorturingan.blogspot.com Concept 10 Who are your Buyers? Understanding Buyer-Readiness Aware Ever tried Occasional user Regular User Most often used
  • 56. http://sheilanorturingan.blogspot.com Concept 10 Who are your Buyers? Understanding Buyer-Readiness Aware Ever tried Occasional user Regular User Most often used
  • 57. http://sheilanorturingan.blogspot.com Concept 10 Who are your Buyers? Understanding Buyer-Readiness Aware Ever tried Occasional user Regular User Most often used
  • 58. Summary <ul><li>Effective target marketing </li></ul><ul><li> > identifying market segment and their needs. </li></ul><ul><li>2. Dividing a market into segments </li></ul><ul><li>> geographic, demographic, psychographic behavioral </li></ul><ul><li>3. Demographic segmentation </li></ul><ul><li> > includes knowing the market’s age, gender, income, family size, religion and nationality </li></ul><ul><li>4. Psychographic segmentation </li></ul><ul><li>> identifying consumers based on values, lifestyle </li></ul>http://sheilanorturingan.blogspot.com
  • 59. Summary 5. Behavioral Segmentation >assessing consumer’s attitude towards a product (brand loyalty, buyer-readiness) 5. Criteria for Effective Segmentation > must be measurable, substantial, accessible, differentiable http://sheilanorturingan.blogspot.com
  • 60. Source: Marketing Management by Philip Kotler http://sheilanorturingan.blogspot.com
  • 61. TOP 10 Learning Concepts Chapter 8 Identifying Market Segments & Targets Sheilanor C. Turingan March 31, 2011 http://sheilanorturingan.blogspot.com

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