Diese Präsentation wurde erfolgreich gemeldet.
Die SlideShare-Präsentation wird heruntergeladen. ×

Identifying market segment

Anzeige
Anzeige
Anzeige
Anzeige
Anzeige
Anzeige
Anzeige
Anzeige
Anzeige
Anzeige
Anzeige
Anzeige

Hier ansehen

1 von 43 Anzeige
Anzeige

Weitere Verwandte Inhalte

Diashows für Sie (20)

Andere mochten auch (20)

Anzeige

Ähnlich wie Identifying market segment (20)

Anzeige

Aktuellste (20)

Identifying market segment

  1. 1. Chapter 8Identifying Market Segments and Selecting Target Markets<br />May 8, 2010<br />Martin Anthony A. Villa, MD<br />“V10- The Power Engine”<br />Ateneo MBA-H Batch 8<br /><www.myvaricosevein.com><br />
  2. 2. In Conclusion…<br />
  3. 3. The Clients…<br />
  4. 4. Levels of <br />Market Segment<br />Segmenting Consumers<br />CONCEPTS<br />Effective Segmentation Criteria<br />Patterns of Market Target Selection<br />Segment to segment plan<br />
  5. 5. Levels of Market Segmentation<br />Mass marketing<br />Segment marketing<br />Niche marketing<br />Local marketing<br />Individual marketing<br />
  6. 6. MASS MARKETING<br />Mass production, mass distribution, and mass promotion of one product for all buyers.<br />Levels of Market Segmentation<br />
  7. 7. MASS MARKETING<br />Mass production, mass distribution, and mass promotion of one product for all buyers.<br />Levels of Market Segmentation<br />
  8. 8. SEGMENT MARKETING<br />Market segment: a group of customers who share a similar set of needs & wants.<br />The marketer’s task: identify (NOT create) the segments and decide which one(s) to target.<br />Levels of Market Segmentation<br />
  9. 9. LOCAL MARKETING<br />The marketing programs are tailored to the needs and wants of local customer groups.<br />Grass root marketing for trading areas, neighborhood and individual stores<br />Levels of Market Segmentation<br />
  10. 10. NICHE MARKETING<br />A more narrowly defined group seeking a distinctive mix of benefits.<br />Determine the attractiveness of a niche<br />Distinctness of need<br />Premium<br />Competitors<br />Specialization<br />Size, profit and growth potential<br />The globalization and internet facilitates have made niche more feasible<br />Levels of Market Segmentation<br />
  11. 11. INDIVIDUAL MARKETING<br />The ultimate level of segmentation<br />Customerization<br />One on one<br />Levels of Market Segmentation<br />
  12. 12. INDIVIDUAL MARKETING<br />The ultimate level of segmentation<br />Customerization<br />One on one<br />Levels of Market Segmentation<br />
  13. 13. Segmenting Consumer Markets<br />Geographic segmentation<br />
  14. 14. Geographic segmentation<br />Demographic segmentation<br />Age and life cycle stage, life stage, generation <br />Gender<br />Income, social class, occupation<br />Segmenting Consumer Markets<br />
  15. 15. Geographic segmentation<br />Demographic segmentation<br />Psychographic segmentation<br />Segmenting Consumer Markets<br />
  16. 16. Geographic segmentation<br />Demographic segmentation<br />Psychographic segmentation<br />Behavioral segmentation<br />Segmenting Consumer Markets<br />
  17. 17. MARKET TARGETING<br />5 key criteria for a useful market segment<br />Measurable<br />The size, purchasing power and characteristics of the segments can be measured.<br />
  18. 18. MARKET TARGETING<br />5 key criteria for a useful market segment<br />Measurable<br />Substantial<br />The segment are large and profitable enough to serve. The objective is to have the largest homogenous group.<br />
  19. 19. MARKET TARGETING<br />5 key criteria for a useful market segment<br />Measurable<br />Substantial<br />Accessible<br />The segment must be effectively reached and served.<br />
  20. 20. MARKET TARGETING<br />5 key criteria for a useful market segment<br />Measurable<br />Substantial<br />Accessible<br />Differentiable<br />Segment are conceptually distinguishable and respond differently. If not they should not be segmented.<br />
  21. 21. MARKET TARGETING<br />5 key criteria for a useful market segment<br />Measurable<br />Substantial<br />Accessible<br />Differentiable<br />Actionable<br />Effective program can be formulated to attract and serve the segment.<br />
  22. 22. Patterns of Target Market Selection<br />Single Segment Concentration<br />M1<br />M2<br />M3<br />MARKET<br />P1<br />PRODUCT<br />P2<br />P3<br />
  23. 23. Patterns of Target Market Selection<br />Selective specialization<br />M1<br />M2<br />M3<br />MARKET<br />P1<br />PRODUCT<br />P2<br />P3<br />
  24. 24. Patterns of Target Market Selection<br />Product Specialization<br />M1<br />M2<br />M3<br />MARKET<br />P1<br />PRODUCT<br />P2<br />P3<br />
  25. 25. Patterns of Target Market Selection<br />Market Specialization<br />M1<br />M2<br />M3<br />MARKET<br />P1<br />PRODUCT<br />P2<br />P3<br />
  26. 26. Patterns of Target Market Selection<br />Full Market Coverage<br />M1<br />M2<br />M3<br />MARKET<br />P1<br />PRODUCT<br />P2<br />P3<br />
  27. 27. Patterns of Target Market Selection<br />Marketing must develop segment to segment invasion plans and choose target market in a socially responsible manner at all times.<br />M1<br />M2<br />M3<br />MARKET<br />P1<br />PRODUCT<br />P2<br />P3<br />
  28. 28. Patterns of Target Market Selection<br />Middle age <br />Female <br />Elderly<br />Female <br />Young<br />Teen Female<br />MARKET<br />Mammography<br />Pap smear<br />HPV Vaccine<br />PRODUCT<br />
  29. 29. Segment to Segment Plan<br />Middle age <br />Female <br />Elderly<br />Female <br />Young<br />Teen Female<br />MARKET<br />Mammography<br />Pap smear<br />HPV Vaccine<br />PRODUCT<br />
  30. 30. Segment to Segment Plan<br />Middle age <br />Female <br />Elderly<br />Female <br />Young<br />Teen Female<br />MARKET<br />Mammography<br />Pap smear<br />HPV Vaccine<br />PRODUCT<br />
  31. 31. Segment to Segment Plan<br />Middle age <br />Female <br />Elderly<br />Female <br />Young<br />Teen Female<br />MARKET<br />Mammography<br />Pap smear<br />HPV Vaccine<br />PRODUCT<br />
  32. 32. Segment to Segment Plan<br />Middle age <br />Female <br />Elderly<br />Female <br />Young<br />Teen Female<br />MARKET<br />Mammography<br />Pap smear<br />HPV Vaccine<br />PRODUCT<br />
  33. 33. Segment to Segment Plan<br />Middle age <br />Female <br />Elderly<br />Female <br />Young<br />Teen Female<br />MARKET<br />Mammography<br />Pap smear<br />HPV Vaccine<br />PRODUCT<br />
  34. 34. Segment to Segment Plan<br />Middle age <br />Female <br />Elderly<br />Female <br />Young<br />Teen Female<br />MARKET<br />Mammography<br />Pap smear<br />HPV Vaccine<br />PRODUCT<br />
  35. 35. Segment to Segment Plan<br />Middle age <br />Female <br />Elderly<br />Female <br />Young<br />Teen Female<br />MARKET<br />Mammography<br />Pap smear<br />HPV Vaccine<br />PRODUCT<br />
  36. 36. Segment to Segment Plan<br />Middle age <br />Female <br />Elderly<br />Female <br />Young<br />Teen Female<br />MARKET<br />Mammography<br />Pap smear<br />HPV Vaccine<br />PRODUCT<br />
  37. 37. Segment to Segment Plan<br />Middle age <br />Female <br />Elderly<br />Female <br />Young<br />Teen Female<br />MARKET<br />Mammography<br />Pap smear<br />HPV Vaccine<br />PRODUCT<br />
  38. 38. Segment to Segment Plan<br />Middle age <br />Female <br />Elderly<br />Female <br />Young<br />Teen Female<br />MARKET<br />Mammography<br />Pap smear<br />HPV Vaccine<br />PRODUCT<br />
  39. 39. Segment to Segment Plan<br />Middle age <br />Female <br />Elderly<br />Female <br />Young<br />Teen Female<br />MARKET<br />Mammography<br />Pap smear<br />HPV Vaccine<br />PRODUCT<br />
  40. 40. CONCLUSION:<br />… the customers is a very heterogenous crowd. … there is a need to re cluster them into smaller homogenous group …this is a focus target group in marketing strategic planning for particular product.<br />
  41. 41. Chapter 8Identifying Market Segments and Selecting Target Markets<br />May 8, 2010<br />Martin Anthony A. Villa, MD<br />“V10- The Power Engine”<br />Ateneo MBA-H Batch 8<br /><www.myvaricosevein.com><br />
  42. 42. Target Marketing<br />3 activities:<br />Market Segmentation<br />Market Targeting <br />Market Positioning<br />
  43. 43. Steps in Segmentation Process<br />Need based segmentation<br />Similar needs and benefits<br />Segment identification<br />In relation to demographics, lifestyle and behavior<br />Segment attractiveness<br />Segment profitability<br />Segment positioning<br />Segment acid test<br />Market mix strategy<br />

×