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Mark101 slidedeck - targets and segmentation

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Lindsey Fair, MBA
Lindsey Fair, MBA
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Target Markets & Segmentation Presented by Lindsey Fair
mass marketing
differentiation
positioning
positioning differences
how does “everyone” (MASS) become a segment, or a smaller piece of the pie? 21/02/11
segmentation
niche
geographic 21/02/11
demographic
socialgraphic 21/02/11
psychological 21/02/11
behavioural 21/02/11
industrial 21/02/11
Mark101 slidedeck - targets and segmentation

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Mark101 slidedeck - targets and segmentation

Notas del editor

  1. Mass marketing
  2. Family feud 0 is this differntiation or positioning
  3. Positioning US – oj substitute France – refreshment Philippines – premium drink Brazil – low priced drink
  4. If I throw these elastics at the board how many hit the target? If I aim five, one at a time, how many hit the target?
  5. Segmentation Forbes case study
  6. Niche marketing (sub-segmentation)
  7. ( Includes culture, sub-culture, social class, peer group, reference individuals) How? -Memberships-Subscriptions-Online affiliations-Referral
  8. ( Includes lifestyle, habits, attitudes, beliefs, values) *Account for wildly varying buying traits Difficult to define but produce the best lists
  9. ( Grouping consumer based on past actions ie:-5W’s of purchases)
  10. Naics, sic’s
  11. Homework – bull's eye targeting