Global segmentation


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Global segmentation

  1. 1. <ul><li>Mgr. Cesar Augusto Díaz Moya </li></ul>
  2. 2. <ul><li>What is it? </li></ul><ul><li>«Grouping customers according to similar characteristics needs and wants» </li></ul>
  3. 3. <ul><li>How can we do it? </li></ul><ul><ul><li>Intuition (experience and judgment) </li></ul></ul><ul><ul><li>Imitating ( Act as followers) </li></ul></ul><ul><ul><li>Structured analisis </li></ul></ul><ul><ul><ul><li>Identify current and potential needs </li></ul></ul></ul><ul><ul><ul><li>Identify differenciating characteristics </li></ul></ul></ul><ul><ul><ul><li>Determine whose need is it! </li></ul></ul></ul>
  4. 4. <ul><li>CRITERIAS </li></ul><ul><ul><li>Geographic </li></ul></ul><ul><ul><li>Demographic </li></ul></ul><ul><ul><li>Psychographic (Social Life, Life style, Personality) </li></ul></ul><ul><ul><li>Behavioral </li></ul></ul><ul><ul><ul><li>Frequency and level of usage </li></ul></ul></ul><ul><ul><ul><li>Percieved Benefits </li></ul></ul></ul><ul><ul><ul><li>Willigness to buy </li></ul></ul></ul><ul><ul><ul><li>Attitude toward a product </li></ul></ul></ul>
  5. 5. <ul><li>Psychographic </li></ul><ul><ul><li>Social Class: Car – Clothes – Leissure – Reading – Home Furnishing. </li></ul></ul><ul><ul><li>Life Style: «Me Generation» Work Out Shoes-Healthy Food – Fitness Products. </li></ul></ul>
  6. 6. <ul><li>Behavioral: </li></ul><ul><ul><li>Occassion of usage: Orange Juice, Disposable Camera, Flowers. </li></ul></ul><ul><ul><li>Benefits Sought: (Toothpaste) </li></ul></ul><ul><ul><ul><li>Economical </li></ul></ul></ul><ul><ul><ul><li>Medical </li></ul></ul></ul><ul><ul><ul><li>Cosmetic </li></ul></ul></ul><ul><ul><ul><li>Taste </li></ul></ul></ul>
  7. 8. <ul><li>Research </li></ul><ul><ul><li>Identify needs </li></ul></ul><ul><ul><li>Qualitative (motivations, attitude) </li></ul></ul><ul><ul><li>Quantitative (brand recognition, usage forms) </li></ul></ul><ul><li>Analysis </li></ul><ul><li>Identify segment Profile </li></ul><ul><ul><li>(Pass from heterogenous to homogenous group) </li></ul></ul><ul><li>Describe it! </li></ul>
  8. 9. <ul><li>Identifiable </li></ul><ul><li>Accesible </li></ul><ul><li>Sustancial </li></ul><ul><li>Differenciable </li></ul><ul><li>Needs to be able to serve </li></ul><ul><li>Need to be able to defend </li></ul>
  9. 10. SEGMENT DESCRIPTION OPPORTUNTY Jet Seller Rich –Fashion Tourism-Luxurious-Exclusive Products MTV Generation Young/Middle Income Music-Videos-Movies-Trendy Fashion Sportive Souvenirs-Wear-Events Technics Software-Computers-Gadgets Global Citizens Concerned with social issues- connectivity Green Wood –Web based comunities
  10. 11. <ul><li>Benefits </li></ul><ul><ul><li>Better product adjustment </li></ul></ul><ul><ul><li>Better resources usage </li></ul></ul><ul><ul><li>Specialization </li></ul></ul><ul><ul><li>Profitability </li></ul></ul><ul><ul><li>Market Opportunities </li></ul></ul><ul><ul><li>Quick Response </li></ul></ul><ul><ul><li>Entry Barriers </li></ul></ul><ul><ul><li>Competitive Advantage </li></ul></ul><ul><ul><li>Differenciation </li></ul></ul>
  11. 12. <ul><li>What does Segmentation permit? </li></ul><ul><li>Wide vision and perspective of clients to be satisfied Right Mix Design </li></ul><ul><li>Resources Focusing (One or several segments) </li></ul><ul><li>Identify Globalized Segments for Applying </li></ul><ul><li>Global Strategy </li></ul><ul><li>Certain Degree of Standardization </li></ul>
  12. 13. <ul><li>Global market data warranties a succesful segmentation and positioning </li></ul><ul><li>A globalization is a result of a company evolution, it means multiple international markets. </li></ul><ul><li>Globalization involves: </li></ul><ul><li>* Integrated sourcing, production and marketing </li></ul><ul><li>* Allocated resources to achieve a balanced portfolio and growth </li></ul><ul><li>* Coordinate marketing activities accross countries and regions. Certain degree of standardization </li></ul>
  13. 15. <ul><li>Markets are becoming homogeneous thank to: </li></ul><ul><li>Global communications </li></ul><ul><li>Rapid technology diffusion </li></ul><ul><li>Three homogenizing forces: </li></ul><ul><li>Dynamic preferences </li></ul><ul><li>New products </li></ul><ul><li>Leading markets </li></ul>
  14. 16. <ul><li>What costumers want, not what customers might want </li></ul><ul><li>Customers in a particular local market have different preferences from those elsewhere </li></ul>
  15. 19. <ul><li>Clustering Countries </li></ul><ul><li>Diversification Vs. Focus strategy </li></ul>
  16. 20. <ul><li>Grouping countries on the basis of common characteristics considered to be important for marketing purposes. </li></ul><ul><li>Variables included: </li></ul><ul><li>Sociodemographic data </li></ul><ul><li>Income levels </li></ul><ul><li>Educational background </li></ul><ul><li>Indicators of level of development </li></ul><ul><li>Infrastructure </li></ul>
  17. 21. <ul><li>Which countries are similar and which countries are far apart. (computarized technique). </li></ul><ul><li>More variables used: </li></ul><ul><li>Population growth </li></ul><ul><li>Median age </li></ul><ul><li>Number of children per household </li></ul><ul><li>Infant mortality </li></ul><ul><li>Life expectancy </li></ul><ul><li>«UN Info» </li></ul>These kind of measures are useful to judge country attractiveness, uncover market opportunities, and suggest interesting marketing implications.
  18. 22. <ul><li>Some examples!!!!! </li></ul><ul><li>Market Oriented Clustering Exhibit 11.2 </li></ul><ul><li>Think and Feel Clustering Exhibit 11.3 </li></ul>
  19. 23. <ul><li>* Information are too general </li></ul><ul><li>* More accurated information in clusters and different across clusters. </li></ul><ul><li>* Patterns identification (scale economies, simplifying logistics, similar promotions) </li></ul>
  20. 24. <ul><li>MACROSEGMENTATION </li></ul><ul><li>Similar markets </li></ul><ul><li>Global strategies tend to be D IVERSIFICATION </li></ul><ul><li> different </li></ul>
  21. 25. <ul><li>FOCUS STRATEGY ON A FEW SIMILAR MARKETS IN THE SAME CLUSTER </li></ul><ul><li>MARKET POSITIONS FORTIFIED </li></ul><ul><li>* Spillover effects are shared more easily </li></ul><ul><li>* Good advertising copy </li></ul><ul><li>* Same Product Line </li></ul>
  22. 26. <ul><li>Market factor to be considered when selecting between diversifying or overextending. </li></ul><ul><li>Exhibit 11.4 Market Factor affecting the choice of market portfolio. </li></ul>
  23. 29. <ul><li>Selection of similar target segments within the set of countries selected in the macrosegmentation stage. </li></ul><ul><li>High demand potential </li></ul>
  24. 30. <ul><li>Identifiable: what distinguishes them? </li></ul><ul><li>Measurable: How many belong to each segment? </li></ul><ul><li>Reachable: How to distribute to and communicate with each segment? </li></ul><ul><li>Able to buy: can they afford it? </li></ul><ul><li>Willing to buy: do they want it? </li></ul>
  25. 31. <ul><li>What INFLUENCES buying behavior: </li></ul><ul><li>Measure consumption level and choise </li></ul><ul><li>Political party affiliation V/S number of children </li></ul><ul><li>2. Reflected and published in data SIZE: </li></ul><ul><li>Lifestyle V/S level of education </li></ul><ul><li>3. Help identify the MEDIA: </li></ul><ul><li>Teenagers V/S social class </li></ul>
  26. 32. <ul><li>* Economic </li></ul><ul><li>* Demographic </li></ul><ul><li>* Culture </li></ul><ul><li>* Benefits </li></ul><ul><li>* Lifestyle </li></ul>
  27. 33. <ul><li>Require resources and advance analytical techniques. </li></ul><ul><li>Difficulties in getting info from individual respondants. </li></ul><ul><li>Some market´s prefferences are not mature yet </li></ul><ul><li>There is always a reward on researching </li></ul><ul><li>Secondary Data sources become critical (Ex11.5) </li></ul><ul><li> </li></ul><ul><li> </li></ul>
  28. 35. <ul><li>Market Penetration: Agressive Mix = strong CR </li></ul><ul><ul><li>Increase rate of use, repeat purchase, attract competitor´s and nonusers. </li></ul></ul><ul><ul><li>How? Home page on web, more stores, short term price cuts, cuppons. </li></ul></ul><ul><ul><li>Eg. Visa advertisement with interesting places where…. «They don´t accept American Express» </li></ul></ul>
  29. 36. <ul><li>Market Development: </li></ul><ul><ul><li>How?Adv in different media reach new targets, new channels, new stores or new uses for the product. </li></ul></ul><ul><ul><li>Eg. Mc Donalds outlets in 800 Wal-mart stores, airports, office buildings, zoos & casinos. </li></ul></ul><ul><ul><li>Lipton recipies showing how to use dry soup mixes for chip dip. </li></ul></ul>
  30. 37. <ul><li>Product Development: </li></ul><ul><ul><li>How? New or improved products for current market </li></ul></ul><ul><ul><li>Eg. Microsoft with new versions of popular programs </li></ul></ul><ul><ul><li>Ski Resorts Develope trials for Hiking and M.Biking customers when no snow </li></ul></ul>
  31. 38. <ul><li>Diversification: </li></ul><ul><ul><li>How? Entering into completely unfamiliar products and markets </li></ul></ul><ul><ul><li>Eg. Coleman added a line of air compressors which attract building contractors rather than outdoor enthusiasts. </li></ul></ul>
  32. 39. <ul><li>A generic market is a market with broadly similar needs and sellersoffering various— often diverse —ways of satisfying those needs. </li></ul><ul><li>product-market is a market with very similar needs and sellers offering various close substitute ways of satisfying those needs. </li></ul>
  33. 40. A generic market description doesn’t include any product-type terms. This emphasizes that any product type that satisfies the customer’s needs can compete in a generic market.
  34. 43. <ul><li>This depends on the firm’s resources, the nature of competition, and most important the similarity of customer needs, attitudes, and buying behavior. </li></ul>