DLSL- SY: 2012-2013
Group 3: A2D PrinMar
Balakit, Art Jayvee
Bartolome, Maria Roscila Ann
Dimaculangan, Shella
Dolor, Grace Ann
Inciong, Mikee
Mistas, Kim Angelo
Olan, Elona Mathel
Pesigan, Jan Phillip
Reyes, Dexi
Torres, Jenielyn
SEO Case Study: How I Increased SEO Traffic & Ranking by 50-60% in 6 Months
Market segmentation
1.
2. What is Market Segmentation?
Market segmentation is a
marketing strategy that involves
dividing a broad target market into
subsets of consumers who have
common needs and applications
for the relevant goods and services.
3. Segmentation Strategies
A market segment should be…
measurable
accessible by communication and
distribution channels
different in its response to a
marketing mix
durable (not changing too quickly)
substantial enough to be profitable
4. Why use segmentation?
For companies to better understand the
needs of a specific customer base
Identify other applications for their
products that may not have been
obvious before
To improve the overall efficiency of the
company's marketing efforts
8. Demographic Segmentation
originates from the
word ‘demography’
which means a ‘study
of population’
can be divided into
age, gender, income,
and family lifecycle
amongst other
variables
Consumer Market Segmentation
9. Geographic Segmentation
Geographical segmentation divides markets
into different geographical areas. Marketers
use geographic segmentation because
consumers in different areas may display
certain characteristics and behaviours in
that particular region. An area can be
divided by the town, the region or the
country.
Consumer Market Segmentation
10. Psychographics Segmentation
can be broken down into lifestyle,
social class, and personality
characteristics.
Lifestyles segmentation
Personality Characteristics
Social Class Segmentation
Consumer Market Segmentation
13. based on regional variables such as customer concentration,
regional industrial growth rate, and international
macroeconomic factors.
Business Market Segmentation
Geographic segmentation
based on factors such as the size of the organization,
its industry, position in the value chain, etc.
Customer Type
Buyer Behavior
based on factors such as loyalty to suppliers, usage
patterns, and order size.
14.
15. Targeting
various marketing strategies and
promotional schemes according to the tastes
of the individuals of particular segment.
Once market segments are created,
organization then targets them.
16. Kinds of Targeting/ 3 Targeting
Options an Organization Can Adopt
Option 1
Undifferentiated marketing - Sometimes
referred to as mass marketing the firm may decide to
aim its resources at the entire market with one
particular product.
17. Option 2
Differentiated marketing strategy - Where the firm
decides to target several segments and develops
distinct products/services with separate marketing
mix strategies aimed at the varying groups.
Kinds of Targeting/ 3 Targeting
Options an Organization Can Adopt
18. Option 3
Concentrated Marketing: Where the organisation
concentrates its marketing effort on one particular
segment. The firm will develop a product that caters
for the needs of that particular group.
Kinds of Targeting/ 3 Targeting
Options an Organization Can Adopt
19.
20. Definition & Goal
how organizations want their
consumers to see their product
about how you want consumers to
perceive your products and services
and what strategies you would
adopt to reach this perceptual goal
21. To influence how the product is
perceived by consumers
A product's position is how
potential buyers see the product
A platform for the brand: It
facilitates the brand to get through
to the mind of the target consumer
22. Developing a Positioning Strategy
depends much on how competitors
position themselves:
‘a me too’ strategy - position
themselves close to their competitors
so consumers can make a direct
comparison when they purchase
‘away from their competitors’
strategy
23. 3 Types of Concepts
Functional positions
- Solve problems.
- Provide benefits to customers.
- Get favorable perception by
investors (stock profile)
and lenders.
24. Symbolic positions
- Self-image enhancement.
- Ego identification.
- Belongingness and social
meaningfulness.
- Affective fulfillment.
Experiential positions
- Provide sensory stimulation.
- Provide cognitive stimulation.
25. CRITERIA’S FOR SUCCESSFUL
POSITIONING
a. Clarity: While positioning its brand the
firm must be able to position itself in both
distinct value, proposition, and to its target
audience.
b. Consistency: Consistency in
positioning means keeping the positioning
plank/bases intact for longtime. But it does
not mean that the firm must change its
positioning bases even though its survival
is at stake. The firm must be flexible to the
changing environment.
26. c. Credibility: The firm must deliver
trustworthy and believable value
proposition. There should be perfect
match between promise and action.
d. Competitiveness: For surviving in
this competitive and changing
environment innovative resources,
talent pool, competitive advantage,
strong financial backup etc are very
important.