Market segmentation involves dividing a broad market into smaller, more homogeneous groups based on characteristics like customer needs, behaviors, or demographics. It is a two-step process that first identifies the broad product market and then segments it into smaller, more targeted markets. Proper market segmentation criteria include ensuring segments are homogenous internally but heterogeneous from each other, and that each segment is substantial enough to be profitable. Common ways to segment include behavioral, geographic, and demographic factors.
No proper marketing tools used
31 SWOT Analysis Opportunities:
Proactive role of govt. in framing proper policies
Allowing entry of more multinational companies
Growth of Domestic Tourism
Threats:
Economic Conditions of the other countries
Political turbulence in Kashmir, Gujarat
Aggressive strategies approached by other countries for tourism
No proper marketing tools used
31 SWOT Analysis Opportunities:
Proactive role of govt. in framing proper policies
Allowing entry of more multinational companies
Growth of Domestic Tourism
Threats:
Economic Conditions of the other countries
Political turbulence in Kashmir, Gujarat
Aggressive strategies approached by other countries for tourism
Market Segmentation - Five Essential CriteriaMBA & Company
Market segmentation is practised by most businesses in one form or another, as a way of streamlining their marketing strategy by dividing broad-based target markets into specific groups of consumers, and devising marketing methods that will appeal to each group. =
Generate greater customer satisfaction
• Create savings
• To identify strategic opportunities and niches
• Increase marketing effectiveness
• Allocation of marketing budget
• Adjustment of product to the market need
• To estimate the level of sales in the market
• To overcome competition effectively
• To develop effective marketing programmers
• To contribute towards achieving company goals
• To develop marketing activities
Market Segmentation - Five Essential CriteriaMBA & Company
Market segmentation is practised by most businesses in one form or another, as a way of streamlining their marketing strategy by dividing broad-based target markets into specific groups of consumers, and devising marketing methods that will appeal to each group. =
Generate greater customer satisfaction
• Create savings
• To identify strategic opportunities and niches
• Increase marketing effectiveness
• Allocation of marketing budget
• Adjustment of product to the market need
• To estimate the level of sales in the market
• To overcome competition effectively
• To develop effective marketing programmers
• To contribute towards achieving company goals
• To develop marketing activities
Market segmentation is a marketing concept which divides the complete market set up into smaller subsets comprising of consumers with a similar taste, demand and preference.Market segmentation helps the marketers to understand the needs of the target audience and adopt specific marketing plans accordingly. Organizations can adopt a more focused approach as a result of market segmentation.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
2. It is a group of potential customer who have similar
needs who exchange something valuable with various
goods and services.
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MARKET
GENERIC MARKET
It is a market with similar need and seller offers various
ways to satisfy those needs
It is a market with similar need and seller offers close
substitute ways to satisfying those needs
PRODUCT MARKET
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Product Type
What. Include good, services that the customer wants
Customer (user) needs
To meet what
It refers the product that satisfies the customer needs. Firstly focus on basic
needs, secondly focus on emotional needs
Customer type
Who. Final user of the product
Geographical area
Where. Place where marketers compete for customers
5. Segmentation is a part. Market segmentation is a two
step process
1. Naming the broad product market
2. Make segment of product market and then
select target market and develop suitable
marketing mix
In segment people are clustered with similar needs
Market segmentation is the homogenous group of
customer who respond to the marketing mix in a same
way
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MARKET SEGMENTATION
6. Types of segmentation
1. Behavioral Segmentation:
Dividing the total market into smaller homogenous groups
based on customer behaviors like need, social status,
personality, like, dislike, thinking patterns, kind of shopping,
rate of use, occasion.
It is known as psychological segmentation. Designing,
modification, introduce the thing in the market according to
the psyche of person.
Halal: these product show the sensitivity of customer regard
the food items
2. Geographic Segmentation
Divide the market on the base of geography like city, county,
state and region.
Banks do geographical segmentation
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7. Demographic Segmentation
Demographic , natural differences among individuals
Divide the market on the base of demographics like
age, sex, marital status, occupation, ethnicity, social
class, education, income and family life cycle.
• Focus on percentage of population diversity
• Cosmetic companies
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8. Good market segmentation criteria
Homogenous (within) similar:
The customer in the same market segment should be similar as possible with
respect to their marketing mix variable and their segment dimension. Segment
should be homogenous internally
Coca Cola: within city same
Heterogeneous (between) different:
The customer in different segment should be different with respect to marketing mix
variable and their segmenting dimension. One segment should be different from
another
Procter and Gamble: gender based segmentation: Male and Female
Coca Cola: international based segmentation. Within country homogenous
Cellular company: Geographical segmentation
Nestle: Time based segmentation.
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9. Substantial
Segment should be big enough to be profitable. Big
customer capital should be present in each segment
Operational
The segmenting dimension should be useful for
identifying customer and decide on marketing mix
variable. Segment should be practical
Fertilizer should be area based if other than this then
it is not practical
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10. Three basic ways to develop market oriented strategies
1. Single target market approach
It include one homogenous segment (sub market) and one business strategy. E.g. mental
health clinic for children
2. Multiple target market approach
it include two or more segment and different business strategies and different marketing mix.
Procter and Gamble: gender based segment. They make separate product for male and
female then independent promotion, independent advertisement. Coca cola: cross cultural
segmentation. Pricing, ad every thing different from county to country.
3. The combined target market approach
It combine two or more segment into larger target market and include one business strategy.
Same marketing mix Unilever: nationwide business. Advertisement same across nations.
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11. Continued…… 11
Best Practice Approach To Segmenting Product-Markets
1. Name the Broad Product-Market
Firstly decide which broad product market would be launched then decide who will be the potential
customer. Survey can be done to get the idea about the customer.
Example. If business about hotel, do survey to get idea about customer, how much customer visit the place.
Like in Malaysia, 80% people don’t have kitchen at home. Narrow view: Think about the market and
product. Bigger view: see market only as small part of larger. Take the bigger view, market should be
expanded to other areas. There should be balance between naming the product market too narrow (some
old product, some old market) and naming it too broadly (the whole world and all its needs)
2. List Potential Customers Needs
List the relevant needs of potential customer.
To see the possible needs, think about why people buy the present offers in the broad product market.
Example. In broad motel guest market needs, security, privacy, comfort, space for activities
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……. Marketer also get the idea of needs by taking feedback from customers, by taking interviews about strengths
and deficiencies.
3. Form Homogenous Submarkets----Narrow Product Markets
Some people have different needs than the others. Different submarkets are formed on the base of customers
needs. Make one submarket, aggregate the similar people into the segment as long they can be satisfied by
the same marketing mix. If not satisfied, make other submarket.
4. Identify The Determining Dimensions
Review the list of need dimensions for each possible segment and identify the dimension.
Qualifying dimensions are mostly important than the determining dimensions because it include the core
needs that should be satisfied. To identify the determining dimensions, focus on the needs and attitude of the
people in each segments.
Dimension should have the capacity to satisfy the customer.
Example: qualifying needs: needs of the customer, such as security, comfort etc. Determining dimension
needs, like restaurant; restaurant facilities. Services, recreation etc
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When the dimension is made. Two options are considered.
1. Uni-dimensional: only make one product
2. Multi-dimensional: make different products. They make dimensions and compare their buisness
5. Name The Possible Product Markets
Treat all the dimension independently. Treat the sub business as separate business
Review the dimensions, market by market and name the each market on the bases of its important
characters such as type of customers. Example: resort seekers, family vacationer.
6. Evaluate Why Product Market Segments behave As They Do
After naming the market think about why these market behave the way they do
Different segments may have similar but they have slight differences like needs.
It means split the segment and rename it.
Example: Resort seeker may have similarities with family vacationers but the difference here is that resort
seeker are mostly adults and family vacationers are also include children. So we don’t treat resort seeker
similar to family vacationers
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7. Make A Rough Estimate Of The Size Of Each Product Market-segment
Each market segment should be substantial
There should be a reasonable and sufficient number of customer and consumer
in all the segment or domains.
Product market must tie to demographic data or customer related characteristics
We are not trying to make the estimate of sale. Sales depend upon the
competition as well as the particulars of marketing mix.
We can obtain a lot of data on the size of markets by the publishers who
published the details of the size of data on the base of demographics.
By this we able to estimate the total number of customer present in each
product market segment.
Then marketing mix are applied independently to each domain