Segmenting and Targeting Markets

1. Segmenting and Targeting Markets

2. Market People or organizations with needs or wants and the ability and willingness to buy Market Segment A subgroup of people or organizations sharing one or more characteristics that cause them to have similar product needs. Market Segmentation The process of dividing a market into meaningful, relatively similar, identifiable segments or groups. Market Segmentation

3. A Market is... (1) people or organizations with (2) needs or wants, and with (3) the ability and (4) the willingness to buy. A group of people that lacks any one of these characteristics is NOT a market.

4. The Importance of Market Segmentation • Markets have a variety of product needs and preferences • Marketers can better define customer needs • Decision makers can define objectives and allocate resources more accurately Competitive Advantage

5. Substantiality Segment must be large enough to warrant a special marketing mix. Identifiability Measurability Segments must be identifiable and their size measurable. Accessibility Members of targeted segments must be reachable with marketing mix. Responsiveness Unless segment responds to a marketing mix differently, no separate treatment is needed. Criteria for Segmentation

6. Segmentation Bases Characteristics of individuals, groups, or organizations used to divide a total market into segments. (variables)

7. Bases for Segmentation Geography Demographics Psychographics Benefits Sought Usage Rate

8. Geographic Segmentation Segmenting markets by • region of the country/world • market size • market density • climate

9. Benefits of Regional Segmentation • New ways to generate sales in sluggish and competitive markets • Scanner/POS data allow assessment of best selling brands in region • Regional brands appeal to local preferences • React more quickly to competition

10. Bases for Segmentation Geography Demographics Psychographics Benefits Sought Usage Rate

11. Demographic Segmentation Segmenting markets by age, gender, income, ethnic background, and family life cycle

12. Bases for Demographic Segmentation • Age • Gender • Income • Ethnic background • Family Life Cycle

13. Age MaritalStatus Children Family Life Cycle

14. Family Life Cycle

15. Bases for Segmentation Geography Demographics Psychographics Benefits Sought Usage Rate

16. Psychographic Segmentation Market segmentation on the basis of personality, motives, lifestyles, and geodemographics.

17. PsychographicSegmentation Personality Motives Lifestyles Geodemographics Bases forPsychographic Segmentation

18. Lifestyle Segmentation • How time is spent • Importance of things around them • Beliefs • Socioeconomic characteristics

19. Geodemographic Segmentation Segmenting potential customers into neighborhood lifestyle categories. Combines geographic, demographic, and lifestyle segmentation.

20. Bases for Segmentation Geography Demographics Psychographics Benefits Sought Usage Rate

21. Benefit Segmentation The process of grouping customers into market segments according to the benefits they seekfrom the product.

22. Bases for Segmentation Geography Demographics Psychographics Benefits Sought Usage Rate

23. Usage-Rate Segmentation Dividing a market by the amount of product bought or consumed.

24. Target customers 20% Share of sales Share of customers Target customers 80% The 80/20 Principle A principle holding that 20 percent of all customers generate 80 percent of the demand.

25. Business Marketing Segmentation Four segments of business markets: • Producers / manufacturers • Resellers • Governments • Institutions

26. Steps in Segmenting a Market Choose bases for segmen-tation Profile and analyze segments Design, imple-ment, maintain mktging mix Select a market for study Select descrip-tors Select target markets

27. Target Market A group of people or organizations for which an organization designs, implements, and maintains a marketing mix intended to meet the needs of that group, resulting in mutually satisfying exchanges.

28. Undifferentiated Targeting Strategy Marketing approach that views the market as one big market with no individual segments and thus requires a single marketing mix.

29. Undifferentiated Targeting Strategy • Advantages: • Potential savings on production and marketing costs Disadvantages: • Unimaginative product offerings • Company more susceptible to competition

30. Concentrated Targeting Strategy A strategy used to select one segment of a market (a niche) for targeting marketing efforts.

31. Concentrated Targeting Strategy • Advantages: • Concentration of resources • Meets narrowly defined segment • Small firms can compete • Strong positioning Disadvantages: • Segments too small, or changing • Large competitors may market to niche segment

32. Cannibalization Situation that occurs when sales of a new product cut into sales of a firm’s existing products.

33. Position The place a product, brand, or group of products occupies in consumers’ minds relative to competing offerings.

34. Positioning Developing a specific marketing mix to influence potential customers’ overall perception of a brand, product line, or organization in general.

35. Product Differentiation A positioning strategy that some firms use to distinguish their products from those of competitors.

36. Perceptual Mapping A means of displaying or graphing, in two or more dimensions, the location of products, brands, or groups of products in customers’ minds.

37. Perceptual Map and Positioning Strategy for Levi Strauss Products

38. Repositioning Changing consumers’ perceptions of a brand in relation to competing brands.