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K13 segmentation and_targeting
1.
8
Identifying Market Segments and Targets Marketing Management A South Asian Perspective, 13th ed
2.
Chapter Questions
• What are the different levels of market segmentation? • How can a company divide a market into segments? • How should a company choose the most attractive target markets? • What are the requirements for effective segmentation? Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 8-2
3.
Effective Targeting Requires…
• Identify and profile distinct groups of buyers who differ in their needs and preferences • Select one or more market segments to enter • Establish and communicate the distinctive benefits of the market offering Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 8-3
4.
Ford’s Model T
Followed a Mass Market Approach Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 8-4
5.
Four levels of
Micromarketing Segments Niches Local areas Individuals Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 8-5
6.
What is a
Market Segment? A market segment consists of a group of customers who share a similar set of needs ad wants. Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 8-6
7.
Gather.com: A Niche
Social Networking Site Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 8-7
8.
Preference Segments
• Homogeneous preferences exist when consumers want the same things • Diffused preferences exist when consumers want very different things • Clustered preferences reveal natural segments from groups with shared preferences Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 8-8
9.
The Himalaya Drug Company
serves a growing niche market by focusing on ayurvedic medicines and health supplements Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 8-9
10.
What is Customerization?
Customerization combines operationally driven mass customization with customized marketing in a way that empowers consumers to design the product and service offering of their choice. Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 8-10
11.
United Bank
Ltd. of Pakistan offers customized Galleria credit cards to its customers Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 8-11
12.
Segmenting Consumer Markets
Geographic Demographic Psychographic Behavioral Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 8-12
13.
Demographic Segmentation
Age and Life Cycle Life Stage Gender Income Generation Social Class Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 8-13
14.
Bank Al Habib
targets senior citizens Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 8-14
15.
Dove Targets Women Copyright
© 2009 Dorling Kindersley (India) Pvt. Ltd. 8-15
16.
Behavioral Segmentation
Decision Roles Behavioral Variables • Initiator • Occasions • Influencer • Benefits • Decider • User Status • Buyer • Usage Rate • User • Buyer-Readiness • Loyalty Status • Attitude Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 8-16
17.
The Brand Funnel
Illustrates Variations in the Buyer-Readiness Stage • Aware • Ever tried • Recent trial • Occasional user • Regular user • Most often used Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 8-17
18.
Loyalty Status
Hard-core Split loyals Shifting loyals Switchers Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 8-18
19.
Figure 8.3 Behavioral
Segmentation Breakdown Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 8-19
20.
Segmenting for Business
Markets Demographic Operating Variable Purchasing Approaches Situational Factors Personal Characteristics Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 8-20
21.
Steps in Segmentation
Process Needs-based segmentation Segment identification Marketing-Mix Segment attractiveness Strategy Segment profitability Segment positioning Segment acid test Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 8-21
22.
Effective Segmentation Criteria
Measurable Substantial Accessible Differentiable Actionable Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 8-22
23.
Figure 8.4 Patterns
of Target Market Selection Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 8-23
24.
Figure 8.4 Patterns
of Target Market Selection Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 8-24
25.
Figure 8.4 Patterns
of Target Market Selection Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 8-25
26.
The Revolution
brand of ready- made women’s apparel successfully focuses on the niche segment of plus-size clothes. Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 8-26
27.
Figure 8.5 Segment-by-Segment
Invasion Plan Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 8-27
28.
Pepsi used Megamarketing
in India Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 8-28
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