FOR WHOM ARE YOU

CREATING VALUE
EDS221 BY DR OGBARI, MEI
WHO IS YOUR CUSTOMER?
CUSTOMER
SEGMENTATION
Segmentation is the process
of defining and sub dividing
your customers into distinct
segments or manageable
groups having similar needs,
wants or demands.
CUSTOMERS
TARGETTING
Targeting is deciding which potential
customers segments your idea or
products will focus on.

Targeting helps you select who your

customers are.
5 WAYS TO SELECT TARGET CUSTOMERS

• We select our target customers by the following ways:

• GEOGRAPHY
• DEMOGRAPHICS
• PSYCHOGRAPHICS
• BEHAVIOUR
• BENEFITS
Geographic segmentation

Geographic segmentation targets

customers based on a predefined
geographic border.

Differences in interests, values, and

preferences vary throughout cities,
states, and countries.
For instance there is a great
disparity in prices for products
between Lagos Island and Mainland
DEMOGRAPHIC
SEGMENTATION
Demographic segmentation divides a
market based on variables such as
age, gender, education level, family
size, occupation, income, and more.

This form of segmentation caters for

obvious individual needs relating to at
least one demographic element.
For instance Instagram statistics
reveals that 75% of users are
between the ages of 18-24
PSYCHOGRAPHIC
SEGMENTATION
Unlike geographic segmentation
and demographic segmentation,
psychographic segmentation
focuses on the intrinsic traits your
target customer possesses.
Psychographic traits can range
from values, personalities, interests,
attitudes, conscious and
subconscious motivators, lifestyles,
and opinions.
For instance the lifestyle of people
in Ota is recreational
 BEHAVIOURAL SEGMENTATION

Behavioural segmentation
focuses on specific reactions and
the way customers go through
their decision making and buying
processes.
Attitudes towards your brand,
the way they use it, and their
knowledge base are all examples
of behavioral segmentation.
How do you make a decision on
BENEFIT SEGMENTATION
Based on several benefits customers want to
derive. It could be customize service.

For instance :carefully selecting zero calorie meals

and zero cholesterol food items .

Weight control services etc.

TARGET THE MARKET
SEGMENT
Where does your brand and product
fit within the current market
landscape?
Is there a need for the solution you
promise to provide? What is the
customer pain?
Are you sure How large is the
market?
These are all important questions to
consider when starting this step.
For instance how would you define
your market as a fashion designer?
MASS MARKETING
Selling to everyone.

Mass marketing is a market strategy

in which a firm decides to ignore
market segment differences and
appeal the whole market with one
offer.
SINGLE MARKET
try to target an entire market by
offering a wide range of products and
services needed by all people within
that market category
SEVERAL MARKETS
NICHE MARKETS
A small part of a larger market that
has its own very specific needs which
are different from the larger market
in some ways. If one is starting a
new product for a start ups.

Niche marketing allows the

use of resources with
discretion.
Easy identification of clients
Easy technical and market
expertise and knowledge.
Allows repeat of business
referrals
Makes marketing easy
ASSIGNMENT

• WHO ARE YOUR CUSTOMERS AND WHAT IS YOUR NICHE.

END OF CLASS