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MARKET SEGMENTATION. TARGETING & POSITIONING. SEGMENTATION. Aggregating prospective buyers into groups that : HAVE COMMON NEEDS & RESPOND SIMILARLY TO MARK. MIX STEPS IN SEGMENTING: Form prospective buyers into segments Form products into groups Develop a Product-Market Grid Select TM’s

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market segmentation

MARKET SEGMENTATION

TARGETING & POSITIONING

segmentation
SEGMENTATION
  • Aggregating prospective buyers into groups that: HAVE COMMON NEEDS & RESPOND SIMILARLY TO MARK. MIX
  • STEPS IN SEGMENTING:
    • Form prospective buyers into segments
    • Form products into groups
    • Develop a Product-Market Grid
    • Select TM’s
    • Take marketing action to reach segment
creteria for successful seg
CRETERIA FOR SUCCESSFUL SEG
  • SUBSTANTIALITY
  • IDENTIFIABILITY& MEASURABILITY
  • ACCESSIBILITY
  • RESPONSIVENESS
market product grid
MARKET-PRODUCT GRID

P

RUN

AERO.

TEN

BB

CHIL

GOLF

M

PERFORM

FASHION.

HEALTH

segmentation variables
SEGMENTATION VARIABLES
  • GEOGRAPHIC
  • DEMOGRAPHIC-Age, Gender, Income, Ethnic, Family Life-Cycle
  • SOCIOECONOMIC
  • PSYCHOGRAPHIC-Personality, Motives, Lifestyles, Geodemographic
    • VALS 2
  • OUTLET TYPE
  • BENEFITS SOUGHT
  • USAGE
    • 80/20 RULE
  • AWARENESS & INTENTIONS
  • BEHAVIOR
vals 2
VALS 2
  • ACTUALIZERS-Successful, Sophisticated, Active
  • FULFILLERS-Mature, Satisfied, Comfortable
  • BELIEVERS-Conservative, Conventional
  • ACHIEVERS-Successful career & work oriented
  • STRIVERS-Seek motivation, Self-definition & approval
  • EXPERIENCERS-Young, Enthusiastic, Impulsive
  • MAKERS-Practical people who value self-sufficiency
  • STRUGGLERS-Poor, Ill educated, Low skilled
cross tab analysis
CROSS TAB ANALYSIS
  • Method of presenting and relating data having two or more variables!
  • Simple format permits direct interpretation
  • Easy way of communicating data to management
  • EXAMPLE: FAST FOOD CONSUMPTION
    • AGE OF HEAD OF HOUSEHOLD
    • FREQUENCY of PATRONAGE
cross tabs age frequency
CROSS TABS-AGE/FREQUENCY

1+ A

WEEK

2-3 TIMES

A MONTH

ONCE A MONTH

OR LESS

AGE

24%

9%

100%

67%

<24

44%

22%

35%

24-39

100%

37%

100%

>39

29%

34%

31%

23%

100%

46%

positioning
POSITIONING
  • REFERS TO THE PLACE AN OFFERING OCCUPIES IN CONSUMERS` MINDS ON IMPORTANT ATTRIBUTES RELATIVE TO COMPETITIVE OFFERINGS!
  • TWO APPROACHES:
    • HEAD TO HEAD
    • DIFFERENTIATION POSITIONING
  • PERCEPTUAL MAP-Displaying in two dimensions the position of products or brands.
  • REPOSITIONING
perceptual map golf clubs
PERCEPTUAL MAP-GOLF CLUBS

HIGH PRICE

CALLAWAY

HIGH

QUALITY

LOW

QUALITY

BIG BUDDY

BUILD IT

YOURSELF

WAL-MART

LOW PRICE

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