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Ch 9 identifying market segments and targets by arbee bascuna v89
- 1. 1 IDENTIFYING MARKET SEGMENTS & TARGETS (Targeting the audience) Dr. Arbee Bascuña Ateneo de Manila Graduate School of Business Building Strong Brands CoSLA Version 1.1 https://www.linkedin.com/in/arbeebascuna/
- 2. 1.Dividing the market into well-defined slices Outline Identifying Market Segment is.. https://www.linkedin.com/in/arbeebascuna/
- 3. 1. Dividing the market into well-defined slices 2. Done through a sequential process Outline Identifying Market Segment is.. https://www.linkedin.com/in/arbeebascuna/
- 4. 1. Dividing the market into well-defined slices 2. Done through a sequential process 3. A USEFUL Key to marketing success Outline Identifying Market Segment is.. https://www.linkedin.com/in/arbeebascuna/
- 5. 1. Dividing the market into well-defined slices 2. Done through a sequential process 3. A USEFUL Key to marketing success Outline Identifying Market Segment is.. https://www.linkedin.com/in/arbeebascuna/ 4. Rancho Sito: Personal application
- 6. 1. Geographic Segmentation 1. Dividing the market into well-defined slices Bases for Segmenting Consumer Markets https://www.linkedin.com/in/arbeebascuna/
- 7. 1. Geographic Segmentation 1. Dividing the market into well-defined slices Bases for Segmenting Consumer Markets https://www.linkedin.com/in/arbeebascuna/ reside
- 8. 1. Geographic Segmentation 1. Dividing the market into well-defined slices Bases for Segmenting Consumer Markets https://www.linkedin.com/in/arbeebascuna/ reside work
- 9. 1. Geographic Segmentation 1. Dividing the market into well-defined slices Bases for Segmenting Consumer Markets https://www.linkedin.com/in/arbeebascuna/ reside work travel
- 10. 1. Geographic Segmentation 1. Dividing the market into well-defined slices Bases for Segmenting Consumer Markets https://www.linkedin.com/in/arbeebascuna/
- 11. 1. Geographic Segmentation 1. Dividing the market into well-defined slices Bases for Segmenting Consumer Markets https://www.linkedin.com/in/arbeebascuna/
- 12. 1. Geographic Segmentation 1. Dividing the market into well-defined slices Bases for Segmenting Consumer Markets https://www.linkedin.com/in/arbeebascuna/
- 13. 1. Geographic Segmentation 2. Demographic Segmentation 1. Dividing the market into well-defined slices Bases for Segmenting Consumer Markets https://www.linkedin.com/in/arbeebascuna/
- 14. 2. Demographic Segmentation 1. Dividing the market into well-defined slices Bases for Segmenting Consumer Markets https://www.linkedin.com/in/arbeebascuna/
- 15. 2. Demographic Segmentation 1. Dividing the market into well-defined slices Bases for Segmenting Consumer Markets https://www.linkedin.com/in/arbeebascuna/
- 16. 2. Demographic Segmentation 1. Dividing the market into well-defined slices Bases for Segmenting Consumer Markets https://www.linkedin.com/in/arbeebascuna/
- 17. 2. Demographic Segmentation 1. Dividing the market into well-defined slices Bases for Segmenting Consumer Markets https://www.linkedin.com/in/arbeebascuna/
- 18. 2. Demographic Segmentation 1. Dividing the market into well-defined slices Bases for Segmenting Consumer Markets https://www.linkedin.com/in/arbeebascuna/
- 19. 2. Demographic Segmentation 1. Dividing the market into well-defined slices Bases for Segmenting Consumer Markets https://www.linkedin.com/in/arbeebascuna/
- 20. 2. Demographic Segmentation 1. Dividing the market into well-defined slices Bases for Segmenting Consumer Markets https://www.linkedin.com/in/arbeebascuna/
- 21. 2. Demographic Segmentation 1. Dividing the market into well-defined slices Bases for Segmenting Consumer Markets https://www.linkedin.com/in/arbeebascuna/
- 22. 1. Geographic Segmentation 2. Demographic Segmentation 3. Psychographic Segmentation 1. Dividing the market into well-defined slices Bases for Segmenting Consumer Markets https://www.linkedin.com/in/arbeebascuna/
- 23. 1. Geographic Segmentation 2. Demographic Segmentation 3. Psychographic Segmentation 1. Dividing the market into well-defined slices Bases for Segmenting Consumer Markets https://www.linkedin.com/in/arbeebascuna/
- 24. 1. Geographic Segmentation 2. Demographic Segmentation 3. Psychographic Segmentation 1. Dividing the market into well-defined slices Bases for Segmenting Consumer Markets https://www.linkedin.com/in/arbeebascuna/
- 25. 1. Geographic Segmentation 2. Demographic Segmentation 3. Psychographic Segmentation 1. Dividing the market into well-defined slices Bases for Segmenting Consumer Markets https://www.linkedin.com/in/arbeebascuna/
- 26. 1. Geographic Segmentation 2. Demographic Segmentation 3. Psychographic Segmentation 4. Behavioral Segmentation 1. Dividing the market into well-defined slices Bases for Segmenting Consumer Markets https://www.linkedin.com/in/arbeebascuna/
- 27. 1. Geographic Segmentation 2. Demographic Segmentation 3. Psychographic Segmentation 4. Behavioral Segmentation 1. Dividing the market into well-defined slices Bases for Segmenting Consumer Markets https://www.linkedin.com/in/arbeebascuna/
- 28. 2. Done through a sequential process How Business Markets Should Be Segmented https://www.linkedin.com/in/arbeebascuna/
- 29. 2. Done through a sequential process How Business Markets Should Be Segmented https://www.linkedin.com/in/arbeebascuna/
- 30. 2. Done through a sequential process How Business Markets Should Be Segmented https://www.linkedin.com/in/arbeebascuna/
- 31. 2. Done through a sequential process How Business Markets Should Be Segmented https://www.linkedin.com/in/arbeebascuna/
- 32. 2. Done through a sequential process How Business Markets Should Be Segmented https://www.linkedin.com/in/arbeebascuna/
- 33. 1. Demographic: industry? 2. Done through a sequential process How Business Markets Should Be Segmented https://www.linkedin.com/in/arbeebascuna/
- 34. 1. Demographic: industry? 2. Done through a sequential process How Business Markets Should Be Segmented https://www.linkedin.com/in/arbeebascuna/
- 35. 1. Demographic: industry? 2. Done through a sequential process How Business Markets Should Be Segmented https://www.linkedin.com/in/arbeebascuna/
- 36. 1. Demographic: industry? 2. Done through a sequential process How Business Markets Should Be Segmented https://www.linkedin.com/in/arbeebascuna/
- 37. 1. Demographic: industry? 2. Done through a sequential process How Business Markets Should Be Segmented https://www.linkedin.com/in/arbeebascuna/
- 38. 1. Demographic: company size? 2. Done through a sequential process How Business Markets Should Be Segmented https://www.linkedin.com/in/arbeebascuna/
- 39. 1. Demographic: company size? 2. Done through a sequential process How Business Markets Should Be Segmented https://www.linkedin.com/in/arbeebascuna/
- 40. 1. Demographic: size? ALUMINUM COMPANY 2. Done through a sequential process How Business Markets Should Be Segmented https://www.linkedin.com/in/arbeebascuna/
- 41. 1. Demographic: size? ALUMINUM COMPANY 2. Done through a sequential process How Business Markets Should Be Segmented https://www.linkedin.com/in/arbeebascuna/
- 42. 1. Demographic: size? ALUMINUM COMPANY 2. Done through a sequential process How Business Markets Should Be Segmented https://www.linkedin.com/in/arbeebascuna/ Residential
- 43. 1. Demographic: size? ALUMINUM COMPANY 2. Done through a sequential process How Business Markets Should Be Segmented https://www.linkedin.com/in/arbeebascuna/ Residential
- 44. 1. Demographic: size? ALUMINUM COMPANY 2. Done through a sequential process How Business Markets Should Be Segmented https://www.linkedin.com/in/arbeebascuna/ Residential
- 45. 1. Demographic: company size? 2. Done through a sequential process How Business Markets Should Be Segmented https://www.linkedin.com/in/arbeebascuna/
- 46. 1. Demographic: company size? 2. Done through a sequential process How Business Markets Should Be Segmented https://www.linkedin.com/in/arbeebascuna/
- 47. 1. Demographic: company size? 2. Done through a sequential process How Business Markets Should Be Segmented https://www.linkedin.com/in/arbeebascuna/
- 48. 1. Demographic: company size? 2. Done through a sequential process How Business Markets Should Be Segmented https://www.linkedin.com/in/arbeebascuna/
- 49. 1. Measurable 3. A useful key to marketing success Effective Segmentation Criteria https://www.linkedin.com/in/arbeebascuna/
- 50. 1. Measurable 2. Substantial https://www.linkedin.com/in/arbeebascuna/ 3. A useful key to marketing success Effective Segmentation Criteria
- 51. 1. Measurable 2. Substantial 3. Accessible https://www.linkedin.com/in/arbeebascuna/ 3. A useful key to marketing success Effective Segmentation Criteria
- 52. 1. Measurable 2. Substantial 3. Accessible 4. Differentiable https://www.linkedin.com/in/arbeebascuna/ 3. A useful key to marketing success Effective Segmentation Criteria
- 53. 1. Measurable 2. Substantial 3. Accessible 4. Differentiable 5. Actionable https://www.linkedin.com/in/arbeebascuna/ 3. A useful key to marketing success Effective Segmentation Criteria
- 54. 1. Dividing the market into well-defined slices LOCAL APPLICATION https://www.linkedin.com/in/arbeebascuna/
- 55. 1. Geographic 1. Dividing the market into well-defined slices LOCAL APPLICATION https://www.linkedin.com/in/arbeebascuna/
- 56. 1. Geographic 1. Dividing the market into well-defined slices LOCAL APPLICATION https://www.linkedin.com/in/arbeebascuna/
- 57. 1. Geographic 1. Dividing the market into well-defined slices LOCAL APPLICATION https://www.linkedin.com/in/arbeebascuna/
- 58. 1. Geographic 1. Dividing the market into well-defined slices LOCAL APPLICATION https://www.linkedin.com/in/arbeebascuna/
- 59. 1. Geographic 1. Dividing the market into well-defined slices LOCAL APPLICATION https://www.linkedin.com/in/arbeebascuna/
- 60. 2. Demographic 1. Dividing the market into well-defined slices LOCAL APPLICATION https://www.linkedin.com/in/arbeebascuna/
- 61. 2. Demographic 1. Dividing the market into well-defined slices LOCAL APPLICATION https://www.linkedin.com/in/arbeebascuna/
- 62. 3. Psychographic 1. Dividing the market into well-defined slices LOCAL APPLICATION https://www.linkedin.com/in/arbeebascuna/
- 63. 4. Behavioral 1. Dividing the market into well-defined slices LOCAL APPLICATION https://www.linkedin.com/in/arbeebascuna/
- 64. 1. Dividing the market into well-defined slices (Why?) Summary Identifying Market Segment is.. https://www.linkedin.com/in/arbeebascuna/
- 65. 1. Dividing the market into well-defined slices (Why?) 2. Done through a sequential process (How?) Summary Identifying Market Segment is.. https://www.linkedin.com/in/arbeebascuna/
- 66. 1. Dividing the market into well-defined slices (Why?) 2. Done through a sequential process (How?) 3. A USEFUL Key to marketing success (Must!) Summary Identifying Market Segment is.. https://www.linkedin.com/in/arbeebascuna/
- 67. 1. Dividing the market into well-defined slices (Why?) 2. Done through a sequential process (How?) 3. A USEFUL Key to marketing success (Must!) Summary Identifying Market Segment is.. https://www.linkedin.com/in/arbeebascuna/ 4. Rancho Sito: Personal application
- 68. 72 IDENTIFYING MARKET SEGMENTS & TARGETS (Targeting the audience) Dr. Arbee Bascuna Ateneo de Manila Graduate School of Business Building Strong Brands CoSLA Version 1.0 https://www.linkedin.com/in/arbeebascuna/
Editor's Notes
- Good day! Identifying market segments and targets will be our topic. This is Arbee Bascuna of v89 Marketing Management of the Ateneo de Manila Graduate School of Business.
- This will be the outline. Identifying market segment means to identify and divide the market into well-defined slices.
- It is done through a sequential process
- And a very important KEY for marketing success
- I will be applying some of the concepts to a company I personally manage, Rancho Sito.
- First is Geographic segmentation, the simplest form of market segmentation . It targets audience based on the region
- they live,
- work in,
- or even travel to.
- This can be done in any number of ways: location, time zone, climate & season, cultural preferences, language, & urbanicity.
- One example is segmenting based on climate and season Chowking does just that in an outdoor advertisement in NLEX during the summer! You might just grab a halo-halo on your way to the next gas stop.
- You might just grab a halo-halo on your way to the next gas stop.
- Next is demographic segmentation.
- One reason demographic variables such as age, family size, gender, income, occupation, education, religion, etc are so popular with marketers is that they’re often associated with consumer needs and wants.
- One reason demographic variables such as age, family size, gender, income, occupation, education, religion, etc are so popular with marketers is that they’re often associated with consumer needs and wants.
- One reason demographic variables such as age, family size, gender, income, occupation, education, religion, etc are so popular with marketers is that they’re often associated with consumer needs and wants.
- One reason demographic variables such as age, family size, gender, income, occupation, education, religion, etc are so popular with marketers is that they’re often associated with consumer needs and wants.
- One reason demographic variables such as age, family size, gender, income, occupation, education, religion, etc are so popular with marketers is that they’re often associated with consumer needs and wants.
- One reason demographic variables such as age, family size, gender, income, occupation, education, religion, etc are so popular with marketers is that they’re often associated with consumer needs and wants.
- One reason demographic variables such as age, family size, gender, income, occupation, education, religion, etc are so popular with marketers is that they’re often associated with consumer needs and wants.
- One reason demographic variables such as age, family size, gender, income, occupation, education, religion, etc are so popular with marketers is that they’re often associated with consumer needs and wants.
- Psychographics is the science of using psychology and demographics to better understand consumers. buyers are divided into groups on the basis of
- personality traits,
- lifestyle,
- values.
- In behavioral segmentation, marketers divide buyers into groups on the basis of their knowledge of, attitude toward, use of, or response to a product.
- For example, when SUPREME and OFF-WHITE collaborated with other luxury brands, such as Louis Vuitton and Nike, respectively…They established the
- trend
- which targeted collectors, such One as DJ Bigboy Cheng who has amassed more than a billion of collectibles.
- Regardless of which type of segmentation scheme we use, the key is adjusting the marketing program to recognize customer differences.
- We can segment business markets with some of the same variables we use in consumer markets,
- such as geography,.
- benefits sought,
- and usage rate, but business marketers also use other variables.
- The demographic variables are the most important, followed by the operating variables.
- Industry: Which industries should we serve? GOODYEAR, a rubber-tire company sells tires to manufacturers of
- automobiles,
- trucks,
- forklifts
- or aircrafts.
- Regarding size: What size companies should we serve? Business marketers generally identify segments through a sequential process. Consider an aluminum company: The company first undertook
- macrosegmentation.
- It looked at which end-use market to serve:
- automobile,
- residential,
- or beverage containers.
- It chose the residential market, and it needed to determine the most attractive product application: semifinished material, building components,
- Microsegmentation is the second stage. It can distinguish among customers buying on
- price,
- service,
- And quality.
- To contribute to marketing success, segementaion criteria mst be effective. It must be Measurable.
- • Substantial.
- • Accessible. The segments can be effectively reached and served.
- • Differentiable. The segments are conceptually distinguishable and respond differently to different marketing- mix elements and programs. If married and single women respond similarly to a sale on perfume, they do not constitute separate segments.
- • Actionable. Effective programs can be formulated for attracting and serving the segments.
- I will apply some concepts discussed previously in determining the market segment of Rancho Sito,
- In the bicol region, South of Manila
- And In the eastern part of Camarines Sur
- Rancho Sito is located in the slopes of Tinambac, 54 kilometers northeast of Naga City.
- The last 2.5-kilometer stretch is an off-road trail
- that leads to a lush 360 degree panoramic landscape with stunning sunrise and sunset views. It is the only glamping site in Camarines Sur, giving off-roaders, overlanders and hikers in the province a unique outdoor experience apart from the usual beach and hotel staycation stops in the area.
- Rancho Sito targets adventurous millennials and young families who want to disconnect from city life momentarily and spend time outdoors BUT still prefer to stay comfortable with amenities like toilets and running water.
- Glamping provides the fun of the outdoors without the hassle of traditional camping.
- Groups of friends on a road trip can book an airconditioned 3-level treehouse with a full bath, picnic area that fits 6. it too has a stuning view of the setting sun.
- Those who love stargazing but do not want to rough it out, may opt for an airconditioned geodesic dome-shaped tent.
- For couples who want a more romantic and intimate experience there is an A-frame nipa hut with a sunrise view deck and twin outdoor tubs.
- So in summary, identifying market segment is divising the market into well defined slices
- It is done through a sequential process
- A very vital KEY to marketing success
- Those who like new adventures, are open to new experiences and are willing to do eco-tourism are are the target market of rancho sito
- Again, this is Arbee Bascuna of v89 marketing mangemetn class helping the audience IDENTIFY MARKET SEGMENTS.