1. TOP 10 Learning Concepts Chapter 8 Identifying Market Segments & Targets Sheilanor C. Turingan March 31, 2011 http://sheilanorturingan.blogspot.com

2. What you need to know: What is Target Marketing? What are the Levels of Target Marketing? Identifying customers through Segment Marketing What are the steps in the Segmentation Process? How to segment effectively? 2 http://sheilanorturingan.blogspot.com

3. What you need to know: How can a company divide market into segments? Demographic Segmentation – Key to effective marketing Understanding consumers through Psychographic Segmentation Identifying Behavioral Variables Assessing Buyer Readiness & Loyalty http://sheilanorturingan.blogspot.com 3

4. Concept# 1To compete more effectively:TARGET MARKETING http://sheilanorturingan.blogspot.com

5. Concept# 1To compete more effectively:TARGET MARKETING Market Segmentation >identify distinct groups http://sheilanorturingan.blogspot.com

6. Concept# 1To compete more effectively:TARGET MARKETING Market Segmentation >identify distinct groups Market Targeting >select segment to enter http://sheilanorturingan.blogspot.com

7. Concept# 1To compete more effectively:TARGET MARKETING Market Segmentation >identify distinct groups Market Targeting >select segment to enter Market Positioning >communicate offering http://sheilanorturingan.blogspot.com

8. Concept# 2What are the levels of target marketing? http://sheilanorturingan.blogspot.com

9. Concept# 2What are the levels of target marketing? Segment Marketing http://sheilanorturingan.blogspot.com

10. Concept# 2What are the levels of target marketing? Segment Marketing Local Marketing http://sheilanorturingan.blogspot.com

11. Concept# 2What are the levels of target marketing? Segment Marketing Local Marketing Individual Marketing http://sheilanorturingan.blogspot.com

12. Concept# 2What are the levels of target marketing? Segment Marketing Local Marketing Niche Marketing Individual Marketing http://sheilanorturingan.blogspot.com

13. Concept#3 Identifying consumers throughSegment Marketing http://sheilanorturingan.blogspot.com

14. Concept#3 Identifying consumers throughSegment Marketing Market segment http://sheilanorturingan.blogspot.com

15. Concept#3 Identifying consumers throughSegment Marketing Market segment http://sheilanorturingan.blogspot.com

16. Concept#3 Identifying consumers throughSegment Marketing Market segment Group based on similar needs &wants http://sheilanorturingan.blogspot.com

17. Concept#3 Identifying consumers throughSegment Marketing Market segment Group based on similar needs &wants http://sheilanorturingan.blogspot.com

18. Concept#3 Identifying consumers throughSegment Marketing Market segment Group based on similar needs &wants Decide which to target http://sheilanorturingan.blogspot.com

19. Concept# 4What are the steps in the Segmentation Process? http://sheilanorturingan.blogspot.com

20. Concept# 4What are the steps in the Segmentation Process? identify needs http://sheilanorturingan.blogspot.com

21. Concept# 4What are the steps in the Segmentation Process? identify needs determine variables http://sheilanorturingan.blogspot.com

22. Concept# 4What are the steps in the Segmentation Process? identify needs determine variables test attractiveness http://sheilanorturingan.blogspot.com

23. Concept# 4What are the steps in the Segmentation Process? identify needs determine variables test attractiveness calculate profitability http://sheilanorturingan.blogspot.com

24. Concept# 4What are the steps in the Segmentation Process? identify needs determine variables test attractiveness calculate profitability develop strategy http://sheilanorturingan.blogspot.com

25. Concept# 4What are the steps in the Segmentation Process? identify needs determine variables test attractiveness calculate profitability develop strategy determine viability http://sheilanorturingan.blogspot.com

26. Concept# 4What are the steps in the Segmentation Process? identify needs determine variables test attractiveness calculate profitability develop strategy determine viability Include marketing mix strategy (product, price promotion, place) http://sheilanorturingan.blogspot.com

27. Concept# 5How to segment market effectively?5 Criteria http://sheilanorturingan.blogspot.com

29. Substantial

30. Accessible

31. Differentiable

32. Actionablehttp://sheilanorturingan.blogspot.com

34. Substantial

35. Accessible

36. Differentiable

37. Actionablehttp://sheilanorturingan.blogspot.com

39. Substantial

40. Accessible

41. Differentiable

42. Actionablehttp://sheilanorturingan.blogspot.com

44. Substantial

45. Accessible

46. Differentiable

47. Actionablehttp://sheilanorturingan.blogspot.com

49. Substantial

50. Accessible

51. Differentiable

52. Actionablehttp://sheilanorturingan.blogspot.com

54. Substantial

55. Accessible

56. Differentiable

57. Actionablehttp://sheilanorturingan.blogspot.com

58. 34 Concept# 6How can a company divide a market into segments http://sheilanorturingan.blogspot.com

59. Concept# 6How can a company divide a market into segments Geographic http://sheilanorturingan.blogspot.com 35

60. Concept# 6How can a company divide a market into segments Geographic by continent http://sheilanorturingan.blogspot.com 36

61. Concept# 6How can a company divide a market into segments by country Geographic by continent http://sheilanorturingan.blogspot.com 37

62. Concept# 6How can a company divide a market into segments by country Geographic by region by continent http://sheilanorturingan.blogspot.com 38

63. Concept# 6How can a company divide a market into segments by country Geographic by region by continent by cities http://sheilanorturingan.blogspot.com 39

64. Concept# 6How can a company divide a market into segments by country Geographic by region by continent by cities Psychographic http://sheilanorturingan.blogspot.com 40

65. Concept# 6How can a company divide a market into segments by country Geographic by region by continent by cities Psychographic lifestyle http://sheilanorturingan.blogspot.com 41

66. Concept# 6How can a company divide a market into segments by country Geographic by region by continent by cities Psychographic lifestyle activities http://sheilanorturingan.blogspot.com 42

67. Concept# 6How can a company divide a market into segments Behavioral http://sheilanorturingan.blogspot.com

68. Concept# 6How can a company divide a market into segments Behavioral Benefits sought http://sheilanorturingan.blogspot.com

69. Concept# 6How can a company divide a market into segments Behavioral Benefits sought Brand loyalty http://sheilanorturingan.blogspot.com

70. Concept# 6How can a company divide a market into segments Behavioral Benefits sought Brand loyalty Demographic http://sheilanorturingan.blogspot.com

71. Concept# 6How can a company divide a market into segments Behavioral Benefits sought Brand loyalty Demographic Gender http://sheilanorturingan.blogspot.com

72. Concept# 6How can a company divide a market into segments Behavioral Benefits sought Brand loyalty Demographic Gender Age/ Life-Cycle Stage http://sheilanorturingan.blogspot.com

73. Concept# 6How can a company divide a market into segments: Ex: http://sheilanorturingan.blogspot.com

74. Concept# 6How can a company divide a market into segments: Ex: > Conducts business 4 regions: North America, Europe, Latin America & Asia-Pacific http://sheilanorturingan.blogspot.com

75. Concept# 6How can a company divide a market into segments: Ex: > Conducts business 4 regions: North America, Europe, Latin America & Asia-Pacific Geographic http://sheilanorturingan.blogspot.com

76. Concept# 6How can a company divide a market into segments: Ex: > Conducts business 4 regions: North America, Europe, Latin America & Asia-Pacific Geographic > Dedicated to the health and well-being of infants and children http://sheilanorturingan.blogspot.com

77. Concept# 6How can a company divide a market into segments: Ex: > Conducts business 4 regions: North America, Europe, Latin America & Asia-Pacific Geographic Demographic > Dedicated to the health and well-being of infants and children http://sheilanorturingan.blogspot.com

78. Concept# 6How can a company divide a market into segments: Ex: Pyschographic http://sheilanorturingan.blogspot.com

79. Concept# 6How can a company divide a market into segments: Ex: Pyschographic Behavioral http://sheilanorturingan.blogspot.com

80. http://sheilanorturingan.blogspot.com Concept# 7Demographic Segmentation- Key to effective Target Marketing

81. http://sheilanorturingan.blogspot.com Concept# 7Demographic Segmentation- Key to effective Target Marketing Income

82. http://sheilanorturingan.blogspot.com Concept# 7Demographic Segmentation- Key to effective Target Marketing Income Family size

83. Concept# 7Demographic Segmentation- Key to effective Target Marketing Income Family size Nationality http://sheilanorturingan.blogspot.com

84. Concept# 7Demographic Segmentation- Key to effective Target Marketing Occupation Income Family size Nationality http://sheilanorturingan.blogspot.com

85. Concept# 7Demographic Segmentation- Key to effective Target Marketing Occupation Income Family size Religion Nationality http://sheilanorturingan.blogspot.com

86. Concept# 7Demographic Segmentation Example: http://sheilanorturingan.blogspot.com

87. Concept# 7Demographic Segmentation Example: Lactum 3+ Lactum 6+ Lactum 1+ http://sheilanorturingan.blogspot.com

88. Concept# 7Demographic Segmentation Example: > Creates nutritional brands and products to infants, toddlers, kids and adults Sustagen Premium for adults Enfakid A+ Lactum 1+ Sustagen Kid http://sheilanorturingan.blogspot.com

89. Concept# 7Demographic Segmentation Example: Lactum 3+ Lactum 6+ Lactum 1+ > flagship brand LACTUM – provides nutrition essential for the growth & development of kids, appropriate for their age. http://sheilanorturingan.blogspot.com

90. Concept# 8How to better understand consumers?PSYCHOGRAPHIC SEGMENTATION http://sheilanorturingan.blogspot.com

91. Concept# 8How to better understand consumers?PSYCHOGRAPHIC SEGMENTATION Innovators http://sheilanorturingan.blogspot.com

92. Concept# 8How to better understand consumers?PSYCHOGRAPHIC SEGMENTATION Innovators Thinkers http://sheilanorturingan.blogspot.com

93. Concept# 8How to better understand consumers?PSYCHOGRAPHIC SEGMENTATION Innovators Thinkers Achievers http://sheilanorturingan.blogspot.com

94. Concept# 8How to better understand consumers?PSYCHOGRAPHIC SEGMENTATION Innovators Thinkers Achievers Experiencer http://sheilanorturingan.blogspot.com

95. Concept# 8How to better understand consumers?PSYCHOGRAPHIC SEGMENTATION Believers http://sheilanorturingan.blogspot.com

96. Concept# 8How to better understand consumers?PSYCHOGRAPHIC SEGMENTATION Believers Strivers http://sheilanorturingan.blogspot.com

97. Concept# 8How to better understand consumers?PSYCHOGRAPHIC SEGMENTATION Believers Strivers Makers http://sheilanorturingan.blogspot.com

98. Concept# 8How to better understand consumers?PSYCHOGRAPHIC SEGMENTATION Believers Strivers Makers Survivors http://sheilanorturingan.blogspot.com

99. Concept# 9Identifying Behavioral VariablesBEHAVIORAL SEGMENTATION http://sheilanorturingan.blogspot.com

100. Concept# 9Identifying Behavioral VariablesBEHAVIORAL SEGMENTATION Occasions http://sheilanorturingan.blogspot.com

101. Concept# 9Identifying Behavioral VariablesBEHAVIORAL SEGMENTATION Occasions Benefits http://sheilanorturingan.blogspot.com

102. Concept# 9Identifying Behavioral VariablesBEHAVIORAL SEGMENTATION Occasions Benefits User status http://sheilanorturingan.blogspot.com

103. Concept# 9Identifying Behavioral VariablesBEHAVIORAL SEGMENTATION Occasions Benefits User status Usage rate http://sheilanorturingan.blogspot.com

104. Concept# 9Identifying Behavioral VariablesBEHAVIORAL SEGMENTATION Buyer-readiness Occasions Benefits User status Usage rate http://sheilanorturingan.blogspot.com

105. Concept# 9Identifying Behavioral VariablesBEHAVIORAL SEGMENTATION Buyer-readiness Occasions Benefits Loyalty Status User status Usage rate http://sheilanorturingan.blogspot.com

106. Concept# 9Identifying Behavioral VariablesBEHAVIORAL SEGMENTATION Buyer-readiness Occasions Benefits Loyalty Status User status Attitude Usage rate http://sheilanorturingan.blogspot.com

107. Concept# 10Who are your buyers?Assessing Brand Loyalty http://sheilanorturingan.blogspot.com

108. Concept# 10Who are your buyers?Assessing Brand Loyalty Hard-core Loyals - can help identify strengths http://sheilanorturingan.blogspot.com

109. Concept# 10Who are your buyers?Assessing Brand Loyalty Hard-core Loyals - can help identify strengths Split Loyals –can help identify competitors http://sheilanorturingan.blogspot.com

110. Concept# 10Who 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 http://sheilanorturingan.blogspot.com

111. Concept# 10Who 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 http://sheilanorturingan.blogspot.com

112. Concept 10Who are your Buyers?Understanding Buyer-Readiness http://sheilanorturingan.blogspot.com

113. Concept 10Who are your Buyers?Understanding Buyer-Readiness Aware Ever tried Occasional user Regular User Most often used http://sheilanorturingan.blogspot.com

114. Concept 10Who are your Buyers?Understanding Buyer-Readiness Aware Ever tried Occasional user Regular User Most often used http://sheilanorturingan.blogspot.com

115. Concept 10Who are your Buyers?Understanding Buyer-Readiness Aware Ever tried Occasional user Regular User Most often used http://sheilanorturingan.blogspot.com

116. Summary Effective target marketing > identifying market segment and their needs. 2. Dividing a market into segments > geographic, demographic, psychographic behavioral 3. Demographic segmentation > includes knowing the market’s age, gender, income, family size, religion and nationality 4. Psychographic segmentation > identifying consumers based on values, lifestyle http://sheilanorturingan.blogspot.com

117. Summary 5. Behavioral Segmentation >assessing consumer’s attitude towards a product (brand loyalty, buyer-readiness) 6. Criteria for Effective Segmentation > must be measurable, substantial, accessible, differentiable http://sheilanorturingan.blogspot.com

118. Source: Marketing Management by Philip Kotler http://sheilanorturingan.blogspot.com

119. TOP 10 Learning Concepts Chapter 8 Identifying Market Segments & Targets Sheilanor C. Turingan March 31, 2011 http://sheilanorturingan.blogspot.com