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Identifying Market Segments and Targets

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Identifying Market Segments and Targets

  1. 1. Ma. Victoria Carmela B. de la Paz Ateneo School of Medicine and Public Health
  2. 2. <ul><li>Market Segmentation </li></ul><ul><ul><li>Levels </li></ul></ul><ul><ul><li>Bases </li></ul></ul><ul><ul><li>Loyalty Status </li></ul></ul><ul><ul><li>The Conversion Model </li></ul></ul><ul><li>Market Targeting </li></ul><ul><li>Summary </li></ul>
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  5. 5. <ul><li>Medical application: </li></ul><ul><ul><li>Beauty rejuvenation </li></ul></ul><ul><ul><li>Eye centers </li></ul></ul><ul><ul><li>Belo products (Belo Essentials and Belo) </li></ul></ul><ul><ul><li>Health Insurance packages </li></ul></ul>
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  7. 7. <ul><li>Kotler: Bed bath and Beyond </li></ul><ul><li>Local: McDonald’s </li></ul><ul><li>Medical application: </li></ul><ul><ul><li>Pharmaceutical companies </li></ul></ul><ul><ul><li>Vaccines </li></ul></ul>
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  9. 9. <ul><li>Kotler: Honda FIT </li></ul><ul><li>Local: Dove campaign </li></ul><ul><li>Medical Application: </li></ul><ul><ul><li>Surgeries </li></ul></ul><ul><ul><li>Vaccines </li></ul></ul><ul><ul><li>Generics pharmacy </li></ul></ul>
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  11. 11. <ul><li>Kotler: Sharper Image </li></ul><ul><li>Local: Ayala Land Housing Project (e.g.Ayala Premier, Nuvali, Avida) </li></ul><ul><li>Medical Application: </li></ul><ul><ul><li>Drug Rehabilitation centers </li></ul></ul>
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  13. 13. <ul><li>Kotler: Constellation Wines U.S, Ocean Spray Cranberries </li></ul><ul><li>Local: Designer bags </li></ul><ul><li>Medical Application: </li></ul><ul><ul><li>Blood donation </li></ul></ul><ul><ul><li>Organ donation </li></ul></ul>
  14. 14.
  15. 15. <ul><li>Kotler: </li></ul><ul><li>Local: Tide, hair salon, “suki” </li></ul><ul><li>Medical Application: </li></ul><ul><ul><li>Patients who only to the one doctor </li></ul></ul><ul><ul><li>Patients who insist on taking same medicine </li></ul></ul><ul><ul><li>Patients who go to the same hospital </li></ul></ul>
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  17. 17. <ul><li>Kotler: Llyods TSB Bank </li></ul><ul><li>Local: Marie France, Cathy Valencia, Belo </li></ul><ul><li>Medical Application: </li></ul><ul><ul><li>Medicines given to patients </li></ul></ul><ul><ul><li>Western vs Eastern medicine </li></ul></ul>
  18. 18.
  19. 19. <ul><li>Kotler: Table Salt buyer </li></ul><ul><li>Local: Pandesal </li></ul><ul><li>Medical Application: </li></ul><ul><ul><li>Diagnostic tests </li></ul></ul>
  20. 20.
  21. 21. <ul><li>Kotler: Volkswagen </li></ul><ul><li>Local: Sarao jeepney, Islander slippers, Yulo cakes </li></ul><ul><li>Medical Application: </li></ul><ul><ul><li>American Eye, Asian Eye </li></ul></ul><ul><ul><li>Birthing clinics </li></ul></ul><ul><ul><li>Hospice care </li></ul></ul>
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  23. 23. <ul><li>Kotler: Pepsi Co </li></ul><ul><li>Local: Sun Cellular </li></ul><ul><li>Medical Application: </li></ul><ul><ul><li>Medical Tourism </li></ul></ul><ul><ul><li>Medical specializations </li></ul></ul>
  24. 24. <ul><li>Market Segmentation </li></ul><ul><li>Market Targeting </li></ul><ul><li>4 levels of Micromarketing </li></ul><ul><li>3 bases for segmenting consumer markets </li></ul><ul><li>Loyalty status </li></ul><ul><li>The Conversion Model </li></ul><ul><li>Effective segmentation criteria </li></ul><ul><li>Evaluation and Selection </li></ul><ul><li>Segment by Segment Invasion Plan </li></ul>

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