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Market  Segmentation “ Market segmentation is a  natural result  of the  vast differences  among people.”   Donald Norman
<ul><li>The purpose for segmenting a market is to allow your marketing/sales program to focus on the subset that are  &quo...
Successful  Segmentation   <ul><li>Homogeneity  within the segment. </li></ul><ul><li>Heterogeneity  between segments. </l...
S A D A M <ul><li>S  Substantial: the segment has to be large and profitable enough  </li></ul><ul><li>A  Accessible: it m...
Segmentation  Variables Region Country Climate   Age  Gender  Income Education Occupation   Personality Lifestyle  Value A...
EGYPT <ul><li>Demographics of Egypt </li></ul>Egypt is the most populous country in the Arab world and the second-most pop...
70,000,000 Egyptian  Segmentation
Today’s  Variables <ul><li>Name of Segment  </li></ul><ul><li>Percentage of it’s Population </li></ul><ul><li>Annual Incom...
An Overall Glance…
The Moon Walkers   <ul><li>Name:   The Moon Walkers </li></ul><ul><li>Population:   2% </li></ul><ul><li>Income: </li></ul...
The Weekenders   <ul><li>Name:   The Weekenders </li></ul><ul><li>Population:   8% </li></ul><ul><li>Income:  2,000,000 </...
The Rising Stars   <ul><li>Name:   The Rising Stars </li></ul><ul><li>Population:   30% </li></ul><ul><li>Income:  80   to...
<ul><li>Name:   The Hunters </li></ul><ul><li>Population:   20% </li></ul><ul><li>Income:  30   to   40,000 </li></ul><ul>...
<ul><li>Name:   The Masrawys </li></ul><ul><li>Population:   40% </li></ul><ul><li>Income:  10   to   15,000 </li></ul><ul...
Conclusion   <ul><li>Egypt has  high potentiality  in Market Segmentation. </li></ul><ul><li>This country has  differentia...
THANK YOU!!
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Egyptian Market Segmentation

  1. 1. Market Segmentation “ Market segmentation is a natural result of the vast differences among people.” Donald Norman
  2. 2. <ul><li>The purpose for segmenting a market is to allow your marketing/sales program to focus on the subset that are &quot;most likely&quot; to purchase your offering. </li></ul><ul><li>This will help to insure the highest return for your marketing and sales expenditures. </li></ul>Why Market Segmentation?
  3. 3. Successful Segmentation <ul><li>Homogeneity within the segment. </li></ul><ul><li>Heterogeneity between segments. </li></ul><ul><li>Segments are measurable and identifiable . </li></ul><ul><li>Segments are accessible and actionable . </li></ul><ul><li>Segment is large enough to be profitable . </li></ul>
  4. 4. S A D A M <ul><li>S Substantial: the segment has to be large and profitable enough </li></ul><ul><li>A Accessible: it must be possible to reach it efficiently. </li></ul><ul><li>D Differential: it must respond differently to a different marketing mix. </li></ul><ul><li>A Actionable: you must have a product for this segment. </li></ul><ul><li>M Measurable: size and purchasing power can be measured. </li></ul>
  5. 5. Segmentation Variables Region Country Climate Age Gender Income Education Occupation Personality Lifestyle Value Attitude Benefit Sought Brand Loyalty Usage Rate Decision Making Geographic Demographic Psychographic Behavioral
  6. 6. EGYPT <ul><li>Demographics of Egypt </li></ul>Egypt is the most populous country in the Arab world and the second-most populous on the African Continent. Population: 70,000,000 (1/1/2005 est ) Age structure: 
 0-14 years: 35% 
 15-64 years: 61% 65 years and over: 4% (2000 est.) Population growth rate: 1.72% (2000 est.) Death rate: 7.83 deaths/1,000 population (2000 est.) Ethnic groups: Eastern Hamitic stock (Egyptians, Bedouins, and Berbers) 99 %, Greek, Nubians, Armenian, other European (primarily Italian and French) 1 % Literacy: 
 Total population: 51.4%
  7. 7. 70,000,000 Egyptian Segmentation
  8. 8. Today’s Variables <ul><li>Name of Segment </li></ul><ul><li>Percentage of it’s Population </li></ul><ul><li>Annual Income </li></ul><ul><li>Lifestyle Pattern </li></ul><ul><li>Targeted Product </li></ul>
  9. 9. An Overall Glance…
  10. 10. The Moon Walkers <ul><li>Name: The Moon Walkers </li></ul><ul><li>Population: 2% </li></ul><ul><li>Income: </li></ul><ul><li>Lifestyle: Ultra Luxurious </li></ul><ul><li>“ Enjoying the Money” </li></ul><ul><li>Products Offered: </li></ul><ul><li>Man-Made Islands </li></ul><ul><li>Moon Walk </li></ul><ul><li>Personal Jet Planes </li></ul>20,000,000 20,000,500 20,001,000 20,001,500 20,002,000 20,002,500
  11. 11. The Weekenders <ul><li>Name: The Weekenders </li></ul><ul><li>Population: 8% </li></ul><ul><li>Income: 2,000,000 </li></ul><ul><li>Lifestyle: Reaping the fruit of the Hard Work. Holiday loving people & Innovators. </li></ul><ul><li>Products Offered: </li></ul><ul><li>Personal Yachts/Jet Skis/Beach Buggies </li></ul><ul><li>Real Estate - Compounds </li></ul>
  12. 12. The Rising Stars <ul><li>Name: The Rising Stars </li></ul><ul><li>Population: 30% </li></ul><ul><li>Income: 80 to 150,000 </li></ul><ul><li>Lifestyle: Well educated & striving for growth. Capitalist mentality. </li></ul><ul><li>Products Offered: </li></ul><ul><li>Insurance </li></ul><ul><li>Pockets PC’s/Laptops/4X4’s </li></ul><ul><li>Trainings/International Schools </li></ul>
  13. 13. <ul><li>Name: The Hunters </li></ul><ul><li>Population: 20% </li></ul><ul><li>Income: 30 to 40,000 </li></ul><ul><li>Lifestyle: Ambitious but only covering basic and social needs. Earning for children’s better future. </li></ul><ul><li>Products Offered: </li></ul><ul><li>Bank Loans / Language School </li></ul><ul><li>Subsidized Holiday Package </li></ul>The Hunters
  14. 14. <ul><li>Name: The Masrawys </li></ul><ul><li>Population: 40% </li></ul><ul><li>Income: 10 to 15,000 </li></ul><ul><li>Lifestyle: Focused on life necessities. No priority for Education but Earning oriented. </li></ul><ul><li>Products Offered: </li></ul><ul><li>Forged Brand Products ex. Adidabas </li></ul><ul><li>Forged Medications </li></ul>The Masrawys
  15. 15. Conclusion <ul><li>Egypt has high potentiality in Market Segmentation. </li></ul><ul><li>This country has differentiating variables to focus on while marketing like Social Class, Age, Income & Lifestyle. </li></ul><ul><li>Marketers in Egypt should ‘avoid’ the mistake of standardizing the product for all markets. </li></ul><ul><li>Egypt does insure high returns if the product is marketed to it’s potential consumers. </li></ul>DO REMEMBER!!
  16. 16. THANK YOU!!
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