3. P r o c t e r & G a m b l e Antiperspirants & Deodorants Old Spice Secret Baby & Child Care Charmin Children's Pepto Clearblue Easy Dreft Luvs Pampers Pampers Kandoo Pampers UnderJams Puffs Batteries Duracell Body Wash & Soap Camay Ivory Olay Old Spice Safeguard Zest Cosmetics CoverGirl Max Factor Dish Washing Cascade Dawn Ivory Joy Hair Care Aussie Head & Shoulders Herbal Essences Infusium 23 Pantene Health Care Align Braun Clearblue Easy Fibersure Metamucil Pepto-Bismol Prilosec OTC Shaving Braun Gillette Fusion Gillette M3Power
5. 3 Major Steps in target Marketing Market segmentation Identify bases for segmenting the market Develop segment profiles Market targeting Develop measure of segment attractiveness Select target segments Market positioning Develop positioning for target segment Develop marketing mix for each segment
6. Market Segmentation Mass marketing Segment marketing Niche marketing Micromarketing No segmentation Complete segmentation
7. Segmenting Consumer Markets Geographic segmentation World region Country City Climate Demographic segmentation Age Gender Family size Income Occupation Education Religion Race Nationality Psychographic segmentation Social class Lifestyle Personality Behavioral segmentation Occasions Benefits User status Usage rates Loyalty status Readiness stage Attitude toward product
Philosophy Recognition that our customers are unique with their own culture, image, workplace issues, change rates Recognition that standard solutions do not work Recognition that each customer needs to be treated as and individual market Manufacturing Flat organizational structure, easy to get to the right resources, greater empowerment Mass customization Vs. mass production Highly vertical and highly integrated operation Cellular organization - lot size of one