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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 l.jpg

MARKET SEGMENTATION

TARGETING & POSITIONING


Segmentation l.jpg
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 l.jpg
CRETERIA FOR SUCCESSFUL SEG

  • SUBSTANTIALITY

  • IDENTIFIABILITY& MEASURABILITY

  • ACCESSIBILITY

  • RESPONSIVENESS


Market product grid l.jpg
MARKET-PRODUCT GRID

P

RUN

AERO.

TEN

BB

CHIL

GOLF

M

PERFORM

FASHION.

HEALTH


Segmentation variables l.jpg
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 l.jpg
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


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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 l.jpg
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 l.jpg
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 l.jpg
PERCEPTUAL MAP-GOLF CLUBS

HIGH PRICE

CALLAWAY

HIGH

QUALITY

LOW

QUALITY

BIG BUDDY

BUILD IT

YOURSELF

WAL-MART

LOW PRICE


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