TOP 10 Learning Concepts  Chapter 8  Identifying Market Segments & Targets Sheilanor  C. Turingan March 31, 2011 http://sh...
What’s in store for you: <ul><li>What is Target Marketing?  </li></ul><ul><li>What are the Levels of Target Marketing? </l...
What do you need to know? <ul><li>How can a company divide market into segments? </li></ul><ul><li>Demographic Segmentatio...
Concept# 1 To compete more effectively: TARGET MARKETING <ul><li>Market Segmentation </li></ul><ul><li>>identify distinct ...
Concept# 1 To compete more effectively: TARGET MARKETING <ul><li>Market Segmentation </li></ul><ul><li>>identify distinct ...
Concept# 1 To compete more effectively: TARGET MARKETING <ul><li>Market Segmentation </li></ul><ul><li>>identify distinct ...
Concept# 2 What are the levels of target marketing? http://sheilanorturingan.blogspot.com
Concept# 2 What are the levels of target marketing? http://sheilanorturingan.blogspot.com Segment Marketing
Concept# 2 What are the levels of target marketing? http://sheilanorturingan.blogspot.com Segment Marketing Local Marketing
Concept# 2 What are the levels of target marketing? http://sheilanorturingan.blogspot.com Segment Marketing Local Marketin...
Concept# 2 What are the levels of target marketing? http://sheilanorturingan.blogspot.com Segment Marketing Local Marketin...
Concept#3  Identifying consumers through Segment Marketing http://sheilanorturingan.blogspot.com
Concept#3  Identifying consumers through Segment Marketing http://sheilanorturingan.blogspot.com Market segment
Concept#3  Identifying consumers through Segment Marketing http://sheilanorturingan.blogspot.com Market segment
Concept#3  Identifying consumers through Segment Marketing http://sheilanorturingan.blogspot.com Market segment Group base...
Concept#3  Identifying consumers through Segment Marketing http://sheilanorturingan.blogspot.com Market segment Group base...
Concept#3  Identifying consumers through Segment Marketing http://sheilanorturingan.blogspot.com Market segment Group base...
http://sheilanorturingan.blogspot.com Concept# 4 What are the steps in the Segmentation Process?
http://sheilanorturingan.blogspot.com Concept# 4 What are the steps in the Segmentation Process? identify needs
http://sheilanorturingan.blogspot.com Concept# 4 What are the steps in the Segmentation Process? determine variables ident...
http://sheilanorturingan.blogspot.com Concept# 4 What are the steps in the Segmentation Process? test attractiveness ident...
http://sheilanorturingan.blogspot.com Concept# 4 What are the steps in the Segmentation Process? test attractiveness ident...
http://sheilanorturingan.blogspot.com Concept# 4 What are the steps in the Segmentation Process? test attractiveness ident...
http://sheilanorturingan.blogspot.com Concept# 4 What are the steps in the Segmentation Process? test attractiveness ident...
http://sheilanorturingan.blogspot.com Concept# 4 What are the steps in the Segmentation Process? test attractiveness ident...
http://sheilanorturingan.blogspot.com Concept# 5 How to segment market effectively? 5 Criteria
http://sheilanorturingan.blogspot.com Concept# 5 How to segment market effectively? 5 Criteria <ul><li>Measurable  </li></...
http://sheilanorturingan.blogspot.com Concept# 5 How to segment market effectively? 5 Criteria <ul><li>Measurable  </li></...
http://sheilanorturingan.blogspot.com Concept# 5 How to segment market effectively? 5 Criteria <ul><li>Measurable  </li></...
http://sheilanorturingan.blogspot.com Concept# 5 How to segment market effectively? 5 Criteria <ul><li>Measurable  </li></...
http://sheilanorturingan.blogspot.com Concept# 5 How to segment market effectively? 5 Criteria <ul><li>Measurable  </li></...
http://sheilanorturingan.blogspot.com Concept# 6 How can a company divide a market into segments
http://sheilanorturingan.blogspot.com Geographic by continent by country by region Concept# 6 How can a company divide a m...
http://sheilanorturingan.blogspot.com Geographic by continent by country by region Psychographic lifestyle activities valu...
Benefits sought Brand loyalty http://sheilanorturingan.blogspot.com Behavioral Concept# 6 How can a company divide a marke...
Benefits sought Brand loyalty http://sheilanorturingan.blogspot.com Behavioral Demographic Gender Age/ Life-Cycle Stage Co...
http://sheilanorturingan.blogspot.com > Conducts business 4 regions: North America, Europe, Latin America & Asia-Pacific G...
http://sheilanorturingan.blogspot.com Pyschographic Behavioral Concept# 6 How can a company divide a market into segments:...
Concept# 7   Demographic Segmentation- Key to effective Target Marketing http://sheilanorturingan.blogspot.com
Concept# 7   Demographic Segmentation- Key to effective Target Marketing http://sheilanorturingan.blogspot.com Income Fami...
http://sheilanorturingan.blogspot.com Concept# 7   Demographic Segmentation   Example:
> flagship brand LACTUM – provides nutrition essential for the growth & development of kids, appropriate for their age. La...
> Creates nutritional brands and products to infants, toddlers, kids and adults Enfakid A+ Lactum 1+ Sustagen Kid Sustagen...
Concept# 8 How to better understand consumers? PSYCHOGRAPHIC SEGMENTATION http://sheilanorturingan.blogspot.com Innovators...
Concept# 8 How to better understand consumers? PSYCHOGRAPHIC SEGMENTATION http://sheilanorturingan.blogspot.com
Concept# 8 How to better understand consumers? PSYCHOGRAPHIC SEGMENTATION http://sheilanorturingan.blogspot.com Believers ...
http://sheilanorturingan.blogspot.com Concept# 9 Identifying Behavioral Variables BEHAVIORAL SEGMENTATION
http://sheilanorturingan.blogspot.com Concept# 9 Identifying Behavioral Variables BEHAVIORAL SEGMENTATION  Occasions Benef...
http://sheilanorturingan.blogspot.com Concept# 10 Who are your buyers? Assessing Brand Loyalty
http://sheilanorturingan.blogspot.com Concept# 10 Who are your buyers? Assessing Brand Loyalty Hard-core Loyals -  can hel...
http://sheilanorturingan.blogspot.com Concept# 10 Who are your buyers? Assessing Brand Loyalty Hard-core Loyals -  can hel...
http://sheilanorturingan.blogspot.com Concept# 10 Who are your buyers? Assessing Brand Loyalty Hard-core Loyals -  can hel...
http://sheilanorturingan.blogspot.com Concept# 10 Who are your buyers? Assessing Brand Loyalty Hard-core Loyals -  can hel...
http://sheilanorturingan.blogspot.com Concept 10 Who are your Buyers? Understanding Buyer-Readiness
http://sheilanorturingan.blogspot.com Concept 10 Who are your Buyers? Understanding Buyer-Readiness Aware Ever tried Occas...
http://sheilanorturingan.blogspot.com Concept 10 Who are your Buyers? Understanding Buyer-Readiness Aware Ever tried Occas...
http://sheilanorturingan.blogspot.com Concept 10 Who are your Buyers? Understanding Buyer-Readiness Aware Ever tried Occas...
  Summary <ul><li>Effective target marketing  </li></ul><ul><li>  > identifying market segment and their needs. </li></ul>...
  Summary 5. Behavioral Segmentation   >assessing consumer’s attitude towards a product  (brand loyalty, buyer-readiness) ...
  Source: Marketing Management by Philip Kotler http://sheilanorturingan.blogspot.com
TOP 10 Learning Concepts  Chapter 8  Identifying Market Segments & Targets Sheilanor  C. Turingan March 31, 2011 http://sh...
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

  1. 1. TOP 10 Learning Concepts Chapter 8 Identifying Market Segments & Targets Sheilanor C. Turingan March 31, 2011 http://sheilanorturingan.blogspot.com
  2. 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. 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. 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. 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. 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. 7. Concept# 2 What are the levels of target marketing? http://sheilanorturingan.blogspot.com
  8. 8. Concept# 2 What are the levels of target marketing? http://sheilanorturingan.blogspot.com Segment Marketing
  9. 9. Concept# 2 What are the levels of target marketing? http://sheilanorturingan.blogspot.com Segment Marketing Local Marketing
  10. 10. Concept# 2 What are the levels of target marketing? http://sheilanorturingan.blogspot.com Segment Marketing Local Marketing Individual Marketing
  11. 11. Concept# 2 What are the levels of target marketing? http://sheilanorturingan.blogspot.com Segment Marketing Local Marketing Individual Marketing Niche Marketing
  12. 12. Concept#3 Identifying consumers through Segment Marketing http://sheilanorturingan.blogspot.com
  13. 13. Concept#3 Identifying consumers through Segment Marketing http://sheilanorturingan.blogspot.com Market segment
  14. 14. Concept#3 Identifying consumers through Segment Marketing http://sheilanorturingan.blogspot.com Market segment
  15. 15. Concept#3 Identifying consumers through Segment Marketing http://sheilanorturingan.blogspot.com Market segment Group based on similar needs &wants
  16. 16. Concept#3 Identifying consumers through Segment Marketing http://sheilanorturingan.blogspot.com Market segment Group based on similar needs &wants
  17. 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. 18. http://sheilanorturingan.blogspot.com Concept# 4 What are the steps in the Segmentation Process?
  19. 19. http://sheilanorturingan.blogspot.com Concept# 4 What are the steps in the Segmentation Process? identify needs
  20. 20. http://sheilanorturingan.blogspot.com Concept# 4 What are the steps in the Segmentation Process? determine variables identify needs
  21. 21. http://sheilanorturingan.blogspot.com Concept# 4 What are the steps in the Segmentation Process? test attractiveness identify needs determine variables
  22. 22. http://sheilanorturingan.blogspot.com Concept# 4 What are the steps in the Segmentation Process? test attractiveness identify needs determine variables calculate profitability
  23. 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. 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. 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. 26. http://sheilanorturingan.blogspot.com Concept# 5 How to segment market effectively? 5 Criteria
  27. 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. 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. 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. 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. 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. 32. http://sheilanorturingan.blogspot.com Concept# 6 How can a company divide a market into segments
  33. 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. 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. 35. Benefits sought Brand loyalty http://sheilanorturingan.blogspot.com Behavioral Concept# 6 How can a company divide a market into segments
  36. 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. 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. 38. http://sheilanorturingan.blogspot.com Pyschographic Behavioral Concept# 6 How can a company divide a market into segments: Ex:
  39. 39. Concept# 7 Demographic Segmentation- Key to effective Target Marketing http://sheilanorturingan.blogspot.com
  40. 40. Concept# 7 Demographic Segmentation- Key to effective Target Marketing http://sheilanorturingan.blogspot.com Income Family size Occupation Religion Nationality
  41. 41. http://sheilanorturingan.blogspot.com Concept# 7 Demographic Segmentation Example:
  42. 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. 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. 44. Concept# 8 How to better understand consumers? PSYCHOGRAPHIC SEGMENTATION http://sheilanorturingan.blogspot.com Innovators Thinkers Achievers Experiencer
  45. 45. Concept# 8 How to better understand consumers? PSYCHOGRAPHIC SEGMENTATION http://sheilanorturingan.blogspot.com
  46. 46. Concept# 8 How to better understand consumers? PSYCHOGRAPHIC SEGMENTATION http://sheilanorturingan.blogspot.com Believers Strivers Makers Survivors
  47. 47. http://sheilanorturingan.blogspot.com Concept# 9 Identifying Behavioral Variables BEHAVIORAL SEGMENTATION
  48. 48. http://sheilanorturingan.blogspot.com Concept# 9 Identifying Behavioral Variables BEHAVIORAL SEGMENTATION Occasions Benefits User status Usage rate Buyer-readiness Loyalty Status Attitude
  49. 49. http://sheilanorturingan.blogspot.com Concept# 10 Who are your buyers? Assessing Brand Loyalty
  50. 50. http://sheilanorturingan.blogspot.com Concept# 10 Who are your buyers? Assessing Brand Loyalty Hard-core Loyals - can help identify strengths
  51. 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. 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. 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. 54. http://sheilanorturingan.blogspot.com Concept 10 Who are your Buyers? Understanding Buyer-Readiness
  55. 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. 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. 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. 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. 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. 60. Source: Marketing Management by Philip Kotler http://sheilanorturingan.blogspot.com
  61. 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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