The document discusses identifying market segments and targets. It addresses how companies can divide consumer markets into segments, how to choose the most attractive target markets, and the requirements for effective segmentation. The author is Michael Jamiana from the Ateneo Graduate School of Business, and they provide their LinkedIn profile for additional information.

1. BUILDING STRONG BRANDS
IDENTIFYING MARKET SEGMENTS AND
TARGETS
“MARKET SNIPERS”
MICHAEL JAMIANA MD FPCS FPSGS
ATENEO GRADUATE SCHOOL OF BUSINESS
V84 MARKETING MANAGEMENT
http://linkedin.com/in/michael-n-jamiana-md-fpcs-fpsgs-985b5172

2. IDENTIFYING MARKET SEGMENTS
AND TARGETS
• 1. IN WHAT WAYS CAN A COMPANY DIVIDE THE CONSUMER MARKET INTO
SEGMENTS?
• 2. HOW SHOULD A COMPANY CHOOSE THE MOST ATTTRACTIVE TARGET
MARKETS?
• 3. WHAT ARE THE REQUIREMENTS FOR EFFECTIVE SEGMENTATION?
http://linkedin.com/in/michael-n-jamiana-md-fpcs-fpsgs-
985b5172

3. IDENTIFYING MARKET SEGMENTS
AND TARGETS
• 1. IN WHAT WAYS CAN A COMPANY DIVIDE THE CONSUMER MARKET
INTO SEGMENTS?
• “HOW SHOULD BUSINESS MARKETS BE SEGMENTED?”
• “WHICH SEGMENT DO YOU FEEL YOU SHOULD MARKET?
• “ IS MASS MARKETING STILL A VIABLE WAY TO BUILD A PROFITABLE BRAND?”
• Local applications
http://linkedin.com/in/michael-n-jamiana-md-fpcs-fpsgs-
985b5172

4. IDENTIFYING MARKET SEGMENTS AND
TARGETS
• 2. HOW SHOULD A COMPANY CHOOSE THE MOST ATTTRACTIVE
TARGET MARKETS?
• “ needs based market segment approach” – once a firm has identified
its market segment opportunities, it must decide how many and
which one to target
http://linkedin.com/in/michael-n-jamiana-md-fpcs-fpsgs-985b5172
Local applications- “Niche Markets”

5. IDENTIFYING MARKET SEGMENTS AND
TARGETS
• 3. WHAT ARE THE REQUIREMENTS FOR EFFECTIVE SEGMENTATION?
• – e.g. Michael Porter has five forces that determine the long term
attractiveness of a market segment
Local applications-
http://linkedin.com/in/michael-n-jamiana-md-fpcs-fpsgs-985b5172

6. Summary
• 1. IN WHAT WAYS CAN A COMPANY DIVIDE THE CONSUMER
MARKET INTO SEGMENTS?
• 2. HOW SHOULD A COMPANY CHOOSE THE MOST ATTTRACTIVE
TARGET MARKETS?
• 3. WHAT ARE THE REQUIREMENTS FOR EFFECTIVE SEGMENTATION?
http://linkedin.com/in/michael-n-jamiana-md-fpcs-fpsgs-
985b5172

7. BUILDING STRONG BRANDS
IDENTIFYING MARKET SEGMENTS AND
TARGETS
MICHAEL JAMIANA MD FPCS FPSGS
ATENEO GRADUATE SCHOOL OF BUSINESS
V84 MARKETING MANAGEMENT
http://linkedin.com/in/michael-n-jamiana-md-fpcs-fpsgs-985b5172