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Segmentation & Targeting
Segmentation & Targeting
Basics
Market Definition
Segmentation Research and Methods
Behavior-Based Segmentation
Market Segmentation
• Market segmentation is the
subdividing of a market into distinct
subsets of customers.
Segments
Industry Age/Income
Size Education
Location Profession
Organizational Life styles
structure Media habits
A Two-Stage Approach
in Business Markets
Macro-Segments:
Micro-Segments:
• Second-stage/fine cut
– Different customer needs, wants, values within macro-segment
Relevant Segmentation
Descriptor
Variable A: Climatic Region
1. Snow Belt
2. Moderate Belt
3. Sun Belt
Fraction of
Customers
Segment 1
Segment 2
Segment 3
0 100%
Fraction of
Customers
Segment 1
Segment 2
Segment 3
0 100%
Targeting
• Evaluate attractiveness of each segment.
• Select target segments.
Positioning
• Identify possible positioning concepts for each target segment.
• Select, develop, and communicate the chosen concept.
• Choice-based segmentation
• Perceptual mapping
- later
Segmentation (for Carpet Fibers)
Perceptions/Ratings for one respondent:
Customer Values
Strength
. .. . .
.A. .. ..
.
. .
D. . .
... ....
. Distance between
. .
(Importance)
B. . C. .
segments C and D
.. .. . . .. . .. .
.. . .
A,B,C,D:
Location of
segment centers. .. . .
Typical members:
A: schools
B: light commercial
C: indoor/outdoor
carpeting Water Resistance
D: health clubs
(Importance)
Targeting
Segment(s) to serve
.. . . .
.. ... .
. . .... .. . .
.
Strength
(Importance) . .
.. ... . . .
.. . . .. ... .
.. . .
Water Resistance
(Importance)
Positioning
Product Positioning
.. . . .
Us
.. ... .
Comp 1
Comp 2 .. . .
Strength
(Importance) . .
.. ... . . .
.. . . .. ... .
.. . .
Water Resistance
(Importance)
A Note on Positioning
Positioning involves designing an offering so that the
target segment members perceive it in a distinct and
valued way relative to competitors.
• Traditional segmentation
(eg, demographic,
psychographic)
• Needs-based segmentation
• Behavior-based segmentation
(choice models)
Steps in a Segmentation Study
• Articulate a strategic rationale for segmentation (ie, why are we
segmenting this market?).
• Choose the segments that will best serve the firm’s strategy,
given its capabilities and the likely reactions of competitors.
Segmentation: Methods
Overview
• Factor analysis (to reduce data before
cluster analysis).
• Identifying “outliers.”
• Cluster profiling
– Univariate analysis
– Multiple discriminant analysis
Doing Cluster Analysis
a = distance from
member to cluster
center
b = distance from I
• to III
•
• •
•
III Perceptions or ratings data
Dimension 2 from one respondent
b
• • •
• • • •
a
I II
Dimension 1
Ward’s Minimum Variance
Agglomerative Clustering
Procedure
First Stage: A =2B = 5C = 9D = 10E = 15
25.18
5.00
0.50
A B C D E
Discriminant Analysis for
Describing Market Segments
O-segment
x = high propensity to buy
o = low propensity to buy
Interpreting Discriminant
Analysis Results
• What proportion of the total variance in the descriptor data
is explained by the statistically significant discriminant
axes?
• grouping information:
• i) clusters 7 and 5 at 0.27, 3.13
1 6 4 2 5 7 3 Cluster
Four Cluster Solution – profile code;
proc tree data = treedata nclusters=4 out=outclus no print;
run;
data temp;
merge hold.pda outclus;
run;
** profile these segments;
0.5
1.5
2.5
0
1
2
VA
US T O
E _M R
ES
SA
G
E
US
E _C
EL
L
US
E _P
IN IM
F_
P AS
SI
VE
IN
F_
A CT
RE I VE
M
O
TE
_A
CC
SH
AR
E_
IN
F
M
O
NI
TO
R
EM
AI
L
W
EB
M
_M
ED
ER IA
G
O
N
O
M
IC
PDA Visual profile
M
O
NT
H
LY
PR
IC
E
Series4
Series3
Series2
Series1
PDA Visual profile…
INNOVATOR
2.5
PRICE USE_MESSAGE
2
MONTHLY USE_CELL
1.5
1
ERGONOMIC USE_PIM
0.5
0
M_MEDIA INF_PASSIVE
WEB INF_ACTIVE
EMAIL REMOTE_ACC
MONITOR SHARE_INF
Series1
Series2
Series3
Series4
PDA profiles
• Cluster 1. Phone users who use Personal
Information Management software, to whom
Email and Web access, as well as Multimedia
capabilities are important.
This apparent anomaly occurs because these folks are less likely to have to
pay for the device themselves, raising the question of whose preferences—
their own or their employers’—will drive the adoption decision
Name the segments…
Cluster 4 – Innovators:
Cluster 4 represents early adopters (see needs data),
predominantly professionals (lawyers, consultants,
etc.).
Every cluster member has access to a PC, 89
percent already own PDAs.
They read many magazines, especially BW 49%,
PCMag 32%. Most are highly paid and highly
educated.
Who to target…
• Discuss.
Interpreting Cluster Analysis
Results
• Select the appropriate number of clusters:
– Are the bases variables highly correlated? (Should we reduce the data through factor
analysis before clustering?)
– Can you come up with descriptive names for each cluster (eg, professionals, techno-
savvy, etc.)?
•In addition, the function shares high correlation with the level of
education, possession of a PDA, and income.
Usage 9
Usage 7
Usage 8
Usage 4
Usage 10 Cluster 2
Reason 2 Reason 9
Cluster 3 Reason 13
Reason 6
Usage 5
Reason 10
Usage 6 Usage 2 Reason 4
Cluster 1 Reason 12
Usage 1
Usage 3
Reason 11 Reason 7
Reason 3
Reason 5
Reason 14
Cluster 4 Reason 8
Reason 1
Reason 15
25.3%
53.8%
= Correlation < 0.50 2D Fit = 79.1%
Interpretation
• Correspondence analysis plots should be interpreted by
looking at points relative to the origin
– Points that are in similar directions are positively associated
– Points that are on opposite sides of the origin are negatively
associated
– Points that are far from the origin exhibit the strongest associations
• Also the results reflect relative associations, not just which
rows are highest or lowest overall
Software for
Correspondence Analysis
• Earlier chart was created using a specialised package called
BRANDMAP
• Can also do correspondence analysis in most major statistical
packages
• For example, using PROC CORRESP in SAS:
Other details
Tandem Segmentation
• One general method is to conduct a factor
analysis, followed by a cluster analysis
• This approach has been criticised for losing
information and not yielding as much
discrimination as cluster analysis alone
• However it can make it easier to design the
distance function, and to interpret the results
Tandem k-means Example
proc factor data=datafile n=6 rotate=varimax round reorder flag=.54 scree out=scores;
var reasons1-reasons15 usage1-usage10;
run;
Cluster Means
Cluster Means
3. Link
1 to 2 via “choice model” model reveals
importance weights of characteristics
Choice Models vs Surveys
With standard survey methods . . .
preference/ importance
choice weightsperceptions
predict observe/ask observe/ask
Stage 2: Assume that customers (of each type) will choose suppliers to
maximize their utility via a random utility model.
where:
Uij = Utility that customer i has for supplier j’s product.
Vij = Deterministic component of utility that is a function of product and
supplier attributes.
ij = An error term that reflects the non-deterministic component of utility.
Specification of the
Deterministic Component of
Utility
Vij = Wk bijk
k
eVij
pij =–––––– ^
k eVik
where:
1. Loyal to us
2. Loyal to competitor
3. Switchables:
loseable/winnable
customers
Switchability Segmentation
Loyal to Us Losable
Winnable
Loyal to
Customers
(business to gain) Competitor
– In business markets, we use sales force and direct marketing. You can use
the results from the discriminant analysis to assign new customers to one of
the segments.
Checklist for Segmentation
Studies
• Is it values, needs, or choice-based? Whose values and needs?
• Is it a projectable sample?
• Is the study valid? (Does it use multiple methods and multiple measures)
In summary,