(Social) Market Segmentation: Finding the Grooves in Knowing what Moves

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Presented during the seminar on "The '5Rs' of Information, Education and Communication" for faculty and researchers from three schools in Cebu, Davao and Masbate. Part of the project "Integrated Coastal Resource Management" of the Department of Environment and Natural Resources which runs on a loan from the Asian Development Bank and a grant from the Global Environment Facility.

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(Social) Market Segmentation: Finding the Grooves in Knowing what Moves

  1. 1. (Social) Market Segmentation:<br />By: Mark Raygan E. Garcia <br />Finding the Grooves in Knowing what Moves<br />
  2. 2. What is social marketing? <br />Application of multidisciplinary principles and techniques approach to influence a target audience to voluntarily accept, reject, modify, or abandon a behavior for the benefit of individual, groups, organizations or society as a whole. <br />Definition from ADB’s Knowledge Solutions <br />
  3. 3. What is market segmentation?<br />It is dividing your (aggregate) market into sub-groups, in consideration of the following: <br />While they may have the same needs, they have different views of how their needs can be met. <br />Factors such as experience, age, culture, socio-economic orientation, comprehension levels, geographic accessibility are among those that influence actions and decisions.<br />It is a component of social marketing. <br />
  4. 4. What is (social) market segmentation?<br />A deliberate and carefully planned attempt at collective change, drawing on an individual appreciation of different factors that affect behavior, actions, and decisions. <br />A capitalization of varying strengths, weaknesses, limitations, and preferences of your target markets, in achieving a common direction. <br />An analysis of the part in relation to the whole. <br />
  5. 5. (Social) Market Segmentation<br />E<br />A<br />Community vis-à-vis Problem<br />IEC<br />D<br />C<br />B<br />C<br />
  6. 6. Diagram Explained <br />Triangles = Target markets<br />While different, they hold the same relevance (size) in relation to the desired overall change <br />Arrows to Triangles = Customized IEC interventions<br />Manner, form, “pace” of interventions depend on distinct characteristics (profile) of target markets <br />Horizontal Line = Point of Common Understanding<br />Build up of ownership; “we”, “ours” mindset <br />Single Arrow to Hexagon = Collective Change <br />Shared social responsibility; communal accountabilities<br />
  7. 7. Market Segmentation Grooves<br />Geographic<br />Location, Climate (i.e. coastal, upland, urban, rural) <br />Demographic<br />Gender, Age, Income, Educational Attainment, etc. <br />Psychographic<br />Attitudes, Interests, , Beliefs, Lifestyle, Personality <br />Behavioristic<br />Usage / Utilization Rate, Loyalty <br />
  8. 8. Social Marketing Moves <br />Corporate Marketing = Satisfy Shareholders | Social Marketing = Improve Quality of Life <br />“Exchange Analysis” (cost-benefit analysis)<br />What is there for me? (financial, physical, social)<br />“Price is the cost on barriers the target audience faces in changing its behavior”. (time, effort, lifestyle, psychological, emotional) <br />IEC facilitates the process of: promoting (acceptance), preventing (rejection), retaining replicating behavior <br />Notes from ADB’s Knowledge Solutions <br />

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