Post on 13-Apr-2019
transcript
Segmentation, Targeting,& Positioning (STP), Part I
COMM 296
Agenda1. Early feedback2. Introduction to STP3. Segmentation bases and variables4. Choosing a target segment
Part 1 Part 2
STP
Nike’s markets?
Common Segmentation Bases
GeographicDemographicPsychographicBehavioural
*Each segmentation basehas many segmentation variables
More practical, powerful, and meaningful
*
City, region, country...Urban, rural...Climate, topography,
geography...
Geographic
Demographic AgeGenderIncomeReligionEthnicity
EducationOccupationFamily Stage
Marital StatusHousehold Size...
Curly
Psychographic
Self‐valuesSelf‐conceptLifestylesNeeds and motivesPerceptionsAttitudes, beliefs
BehaviouralBenefitsLoyaltyUsage rateOccasion
Image source: gianteagle.com
Segment Descriptions (“Profiles”)
Image source: getsatisfaction.com
CostCost BenefitBenefit
Segment Attractiveness
Substantial?Reachable?
Responsive? Profitable?
Identifiable?
Practice: Selecting a target marketAs marketing manager for a denim company, you need to choose a target market for a new line of jeans.
How do you choose which one to target? (Hint: analyze segment attractiveness)
15
RemindersSpecial assignment office hours
will be outlined next class
Situation Analysis & SWOT due by 6 pm on Sunday
Sample exam questions and study hints will be posted this weekend
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