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Marketing Segmentation

Marketing Segmentation

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Published by benoit bucco

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Published by: benoit bucco on Dec 05, 2008
Copyright:Attribution Non-commercial


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Marketing segmentationAs segmentation is a key element of marketing, we decided to focus particularly on the mostrelevant way to classify the population.We have decided to segment Stert’s market with 3 main criteria:-First demographic-Second sociologic-Third geographic
The Socio-demographic criteria
The demographic criterion is in a first time very useful to cut the population in rather homogeneous parts, in order to establish a more precise segmentation thereafter. have similar ways of living and thus different expectations from a theatre like Sterts.We think this classification is the most relevant for people under 25 years old, as the agegenerally gives precise information about socio-economic data. Under 25, the different thedemographic segmentation is, in addition of being the most simple, quite relevant as everysection have similar ways of living and thus similar expectations from a theatre like Sterts.
0-7 year old: babies and early aged children
 No expectation as they are too young to go to theatre
7-13 year old: young children
Motivations>> leisure activity>> laugh/ spend a good moment with friends or parentsIn which frame?>> With the school>> With parentsAppropriate product>> Short plays>> Happy outcome, funny and easily understandable (comedies, farces…)>> Interactivity>> Adapted times and dates (see the segmentation
14-18 : teenagers
Motivations>> Generally few motivations as they rather prefer going to the cinema/concerts or going outwith friends>> View plays part of the academic program instead of reading itIn which frame>> Mainly with schoolAppropriate product>> Plays from the academic program>> Entertaining plays (rather short, quite easy to follow)
19-25: students
Motivations>> Cultural>> Social (go out with friends)>> EntertainmentIn which frame>> with the university for students attending theatre lessons>> with friendsAppropriate product>> A wide range of plays, but it should stay rather easily accessibleThen, in becomes relevant to identify important sociologic criterion, as a pure demographicsegmentation is complicated and not very useful after 25 years old. We can try to separate themarket in the types of households. We can identify this 3 main segments:
Households working, but without any children
These households generally represent young working people. In the case of divorced parents,We consider the parent who does not raise the child (the one who does should be in thesegment “households with family”).People in this category generally have less constraint than families: more spare time and lessfinancial pressure. Thus they can be seen as more susceptible to spend money and go out.The motivations are mainly cultural, social and entertainment. They can either go to thetheatre with some friends, a partner, or even work colleagues.This segment is easily measurable as data about family size are available for the Caradondistrict council.
Households with family
As household with family, we mean lone parents or both parents raising several children between 0 and 18 years old. Families have significant differences compared to householdswithout children. They have more constraints, financial pressure and generally do activitiestogether. We will explain further, in the targeting and positioning, how these differentsexpectations should be handled.One can object that parents do not go out every time with their children and sometimes like tospend moment together or even separately but in a “no-child” context. They would rather betreated in this case in the “households working with no child” segment, as their expectationsare very similar.This segment is measurable for the same reason as above.
Retired households
Retired population is interesting for many reasons in the context of a theatre marketsegmentation. In this category, people have few constraints: they have a high spare time, fewfinancial obligations as generally their potential children are independent. They also are saidto be more cultural sensitive than average and seek new experiences and activities they hadnot the time to do before.
Moreover, this part of the population is expected to increase sharply in the mid and long term(more than 5 years) in the Caradon region, to represent approximately a third of the population.
Geographic segmentation
A geographic segmentation seems also to be a relevant add-on to the socio demographic one.The graph below identifies the different segments:
The segment 1 is the catchment area.
People within this area will move to Sterts exclusively to see a play and intend to go back home just after the exhibition. Note that these people must have a car to go to Sterts. 
The segments 4 and 5 can be named as the tourist market
, as most of the people who go toSterts didn’t move exclusively to see a play. Indeed, there is few chances that people travelmore than 1 hour min just to see a 2 hours play. They generally include this activity in a broader trip usually for tourism purpose. They should thus be treated differently.This should actually help to set a priority hierarchy in reaching the more relevant segmentsstated above.)
Liskeard :-highest population
nearest cityfrom Sterts
2. Outside catchment area , butreasonable distance < 1h30 by car1. Catchment area
Launceston :-population-most far cityfrom StertsCallington :-population-city
3.Over 1h30 by car

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