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Marketing Decisions for

Marketing Decisions for. Market Segmentation. Geographic Demographic Psychographic Behavioral. Geographic Segmentation. Dividing a market into different geographical units , such as nations , states , regions , countries , cities.

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Marketing Decisions for

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  1. Marketing Decisionsfor

  2. Market Segmentation • Geographic • Demographic • Psychographic • Behavioral

  3. GeographicSegmentation Dividing a market intodifferentgeographicalunits, such as nations, states, regions, countries, cities Wepreferto start up a business in Çayyolu region.

  4. DemographicSegmentation Dividingthe market intosegmentsbased on variablessuch as age, life-cyclestage, gender, income, occupation, education, religionandgeneration.

  5. Variables in our Business Age & Life-cycleSegmentation: offeringdifferentproductsanddifferent marketing approaches. • Weproducesugar-freecookies, cakesand salt-freebreads, poğaça etc. fordiabeticandoldpeople. • Weproducecup-cakes, cookiesandmoistcakesforyoungandchildren.

  6. Gender: Differentsegmentsbased on gender. Wedivide a market accordingtogender; ourtargetsegment is women, especially, businesswomen «Businesswomen can onlyimaginedeliciousandnaturalhomemadecook, not think how tomakethese.»

  7. Income: Dividing a market intodifferentincomesegments. Weofferhomemadecookforworkingwomen at highincomelevel. OrganicproductsCustomervalue HomemadeproductsCustomervalue Customerwhoareaware of ourproducts’value can pay moremoney ( comparethanpatisseries)

  8. OccupationandEducation: Businesswomen’soccupationandeducationlevelaredirectlyrelatedtotheourbusiness marketing strategies. Educationallevelandprofessionalstatusaredirecltyrelatedeachother. So, generallywomenwhoare in thehigheducationalandprofessionallevel can preferthattype of cook.

  9. PsychographicSegmentation Dividing a market intodifferentsegmentsbased on socialclass, lifestyleorpersonalitycharacteristics. High andmiddlesocialclasses Lifestyle : traditionalandmodernist life style Personalitycharacteristics: healthyandqualified life approach.

  10. BehavioralSegmentation Consumersknowledgerelatedsegmentation. Generally, people start to be aware of harms of fastfoodandrecent trend is obesity. Consumer’srecentknowledge

  11. 4P+2P=6P First P is «Product»

  12. Component of Product is Service Weproducehomemadecookandservethemtoourcustomers. walk-in (in store) Service can be online , homedelivery cateringandorganizationalassistance (weddings, engagements, andotherrelatedorganizations)

  13. 2nd. P is «Price» Value-BasedPricing

  14. Handmadetoday’sPricingPhilosophy «Costsplay an important role in settingprices. But, likeeverything else in marketing, goodpricingstartswiththecustomer.»

  15. 3rd. P is «Place» • Theproductmust be available in therightplace, at theright time. Instore: Shop window, andopenkitchen Indeliverysystem: Delivery performance, coldor hot placeforcook. On the Internet: Pictures, videos, recipesandingridients in detail.

  16. 4th. P is «Promotion» • Branding

  17. Promotion Tools

  18. Main Promotion Tools ForHandmadeToday • Advertising: • Radio • Social Media • Billboard • Banners at Blogswhicharerelatedwomen.

  19. 2. PublicRelations (PR) Organizingspecialeventssuch as semainarsabouttheimportance of healthynutrition, Sponsorshipagreementswith «Diabetes Foundation» in ordertoincreasetheawareness of thisdisease’sharmsandfuture,

  20. In Ankara Press, you can seeouradvertisementswithHandmadetoday’sslogan « Your body doescarewhatyoueat!»

  21. Youwillorder a tray of brownies, andyouwillhave a tray. Yes, thistray is presentforyou Yourbirthday is importantfor us, weneverforget it.

  22. 5th. P is «People» People whoare in business, Impression Profoundeffect, negativeorpositivearedirectlyrelated on customer satisfaction.

  23. Inordertoensurecustomersatisfaction • Personalcleannes • Personaldevelopmentdays • Communicationandbehaviorcourses • TableLayoutcourses Theseare not onlyrelatedtothecustomersatisfaction but also «employeesmotivation.

  24. 6th. P is «PhysicalEvidence» This P can be named as an «atmosphere of store» Atmosphere is combined of lights, decoration, colors, tablesdesign, objects, employeesdressetc. Cleannes of store, rest room, kitchenambience…

  25. « Your body doescarewhatandwhereyoueat!» Weexpectyou…

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