This was a presentation I made at the Microsoft Nigeria Technology forum 2016

1. Microsoft Technology
Forum
17 JUNE 2016

2. Market Segmentation,
Analysis & Prioritization

3. WHAT IS MARKETING?

4. A Parable
2 glasses of water

5. Rem Tene, Verba Sequentur. (Latin)
‘Grasp the subject and the words will follow’
Cato

6. What is strategy?

7. Strategy is…
…all about choices, focus,
long term positions and
risks

8. What is marketing strategy?…
Segmentation
+
Targeting
+
Positioning
Source: CIM

9. What is marketing strategy?…
Segmentation
Targeting
Positioning
Identify & select the bases by which the
market may be segmented
Develop segment profiles
Evaluate the attractiveness of
each segment
Select the segments to be targeted
Identify the best possible positioning
for each selected target
Choose, develop & communicate
the best positioning concept
Market
segmentation
Market
targeting
Market
positioning
Source: CIM

10. Key Decision…?
Big fish in a
small pond
or small fish
in a big
pond?

11. The Right Decision…
Seek a small pond and pursue
growth with a distinct product

12. ARM Pensions ‘SMART’

13. LAGOS
PORT HARCOURT
ABUJA
- EMERGED, EMERGING, CHALLENGED
KANO
BORNO
ANAMBRA
OGUN
3 Nigeria’s…

14. THE CONNECTED-GOER
Pragmatic Leaders
•28-40
•ABC socio-economic class
•Yuppie
•Performance and efficiency driven
Technology leaders (technophobes)
•26-35 years
•ABC socio-economicclass
•Feature-rich phones
•What does it do for me better
•Bluetooth,PC ,Connections +
•High-tech gadgets
•Enhance image and performance values
•Pleasure of performance with class & Style
Style Leader
•18-35years
•ABC socio-economicclass
•Feature-rich
•What does it say about me
•Design and Innovation
•Entertainment on the move
•Enhance status and fashionable
Values
Fun-seekers, Trend-setters & outgoing
Simplicity Seekers
•28-40years
•BCD socio-economic class
•Life is simple : technophobia
•Good design and ease of use
•Phone is a Voice Communicator
TARGET AUDIENCE PROFILE

15. EXPLORE
Sharing Discoveries
ACHIEVE
Achieving Together CONNECT
Connecting Simply
LIVE
Inspiring Senses
Premium
Expression Active Fashion
Contemporary Classic
Comfort

16. Demographics
•Male / Female
Ages 15 - 24 years
Epicenter; 19
• Students +
Employed/Unemploy
ed Young Graduates
Psychographics
Extroverted, Individualistic
and driven by the values of
fun, freedom and
friendship
Aspirations
Reference point within
their world i.e.
…authority on new
developments in the
modern world (music;
fashion; technology etc)
Key driver for this segment is the need for simple and innovative products and services
at relatively cheap rates.
Music and Fashion are key elements of their lifestyle.
TARGET YOUTH PROFILE

17. Cliqfest
Cliqlite
Cliqhub
Cliqdance
7 million subscribers
+
Over Two hundred Billion
Naira in revenues over 7
years
+
Mental leadership
=
The result of steady
application of
segmentation in the
Nigerian youth segment
space

18. Behavioural Psychographic Demographic
TARGET YOUTH PROFILE
• Recharge frequently
• Recharge on the go
• They detest down-times
• Simplicity + Speed
• Smart phone + Debit card
• Fun-loving but responsible
• They know what it means to
have to send airtime to a loved
one
• They look for deals on ‘every’
• Male + Female
• 20 – 35 years
• 27 bulls eye age
• Lagos + Abuja+ PH

19. Zoto is a tech start-up with a revolutionary app that
lets you recharge any mobile line in Nigeria in
seconds.
The challenge was selling an app in a market
brimming with competitive products that had gained
a head start.
For it’s 2016 product launch, we created a unique
educational/awareness campaign stretching across
ATL, BTL and TTL to educate potential customers on
the product benefits.
After the 1st month of a 2 month campaign, they
added 500,000 app downloads and attained 80% app
engagement
Lagos, Abuja, Port Hrcourt – Radio, Outdoor and
BRT bus branding

20. Customers Company Competitors Collaborators Context
Marketing Analysis (The 5 C’s)
Marketing
Segmentation
Target
Market
Selection
Product and
Service
Positioning
Customer Acquisition Customer Retention
Profits
Creating
Value
Capturing
Value
Sustaining
Value
Product & Service
Pricing
PromotionPlace/Channels
Marketing Mix (The 4 P’s)
Source: LBS
Marketing Planning framework
Assessing
Value

21. Idiareno Atimomo
COO
UP IN THE SKY LTD
Idiare@upintheskyng.com