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Market SegmentationTarget Marketing
Market Positioning
Customer Base
Adapted for DWC students, HCT 2011 2
Market SegmentationDividing a market into different groupsEach group has different needs/wants Segments may require different products or
same product with different featuresOpposite to ‘mass marketing’
Adapted for DWC students, HCT 2011 3
Market SegmentationGrouping people with similar needs and
wants together for the purpose of serving them better
Adapted for DWC students, HCT 2011 4
A Market SegmentA group of people with similar needs who
are likely to respond to a particular product/service in a similar way
Adapted for DWC students, HCT 2011 5
How do we Segment markets?
Adapted for DWC students, HCT 2011 6
Geographic SegmentationRegionPopulation Density or City SizeCountryClimate
Adapted for DWC students, HCT 2011 7
Demographic SegmentationAgeGenderFamily sizeFamily life cycleIncomeOccupationEducationNationalityRaceReligion
Adapted for DWC students, HCT 2011 8
Psychographic SegmentationSocial classCultureLifestylePersonality
Adapted for DWC students, HCT 2011 9
Behavioural SegmentationPurchase occasionBenefits soughtUser statusUsage rateLoyalty statusReadiness stageAttitude toward product
Adapted for DWC students, HCT 2011 10
Selecting Market SegmentsMeasurable?Size and growth potential?Accessible?Fit with company objectives/resources?Competition?
Adapted for DWC students, HCT 2011 11
Target MarketThe market segments that an organisation
‘aims at’ with its Products or Services
Adapted for DWC students, HCT 2011 12
Target Marketing Strategies
Adapted for DWC students, HCT 2011 13
PositioningGiving your products a clearly-defined
position in the market, compared to competing products, in the minds of your target market.
In other words, how the customer sees your product
Adapted for DWC students, HCT 2011 14
Lesson Summary
Adapted for DWC students, HCT 2009 15