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

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

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