Market Segmentation

Consider
1. 2.
 

the role of segmentation in marketing strategy types of market segmentation in
consumer markets B2C industrial B2B

3. 4. 5. 6.

criteria & bases for segmenting consumer markets. the segmentation process & basic strategies positioning & repositioning factors behind segmentation strategy choices.

1

Overview

 

discover needs/wants of consumer groups to develop specialised products to satisfy group needs identify the best media for advertising related concepts (STP)
  

Segmentation (subsets with similar needs) Targeting (which segment to aim for) Positioning (the product in the mind of the customer)
2

Target Market Analysis

  

What market segments are we choosing to serve Why? How are these segments evolving? What new segments are emerging?

 

Mass marketing?

econ of scale clear segment a Niche a Locality an Individual
3

Micromarketing
   

Concentrated (niche) & micro-marketing
Niche  commit all marketing resources to serve a single market segment  Attractive to small firms with limited resources and to firms offering highly specialized goods and services Micro-marketing  target potential customers at a very basic level, such as by ZIP code, specific occupation, lifestyle, or individual household  WWW & Internet makes micromarketing more effective
4

Trainers that meet the special needs of women and their feet. 5 .

Market Aggregation The market •No segmentation •heterogenous customers •homogenous product •no differentiation 6 .

based on customer-based characteristics or product attributes S-1 • Identifiable • Measurable • Accessible. reachable • Substantial enough • Unique enough • Durable/stable S-3 S-2 Good market segmentation  has internally homogenous members and  is externally heterogeneous 7 .Segments must be Segmentation ...

Targeting Focus on segment(s) providing most value Pareto Principle the 20% who provide 80% of sales value Group e. by -age -sex -income -lifestyle Choice criteria? S-1 S-3 S-2 8 .g.

Category Source: Garth Hallberg 20% 9 .Value segmentation – Pareto .illustrations The 80/20 rule Brand User 20% 20% Loyal Revenue/Profits 80% 20% Semi-Loyal Switchers Competitive Brand User 40% Non User of .

implement it 10 . authority & willingness to buy? What specific consumer segment is most likely to buy the product?  Now target the market.Tasks in Strategic Marketing Plans  Before implementing a marketing mix strategy (7Ps). evaluate & select a target market.   Who has the purchasing power. design a programme to fit. identify.

Positioning Low Price premium convenient B Consistent quality C Not accessible A Brand conscious accessible D 11 .

Positioning    shaping the product & developing a marketing programme so that product is perceived to be (and is) different from competitors‟ products. Positioning map: to show differences in consumers‟ perceptions of competing products Reposition: marketing strategy to change a product‟s position in consumers‟ minds relative to positions of rival product 12 .

to produce or supply other goods/services or for resale e. 5 litre tomato sauce containers for food service operators 13  Business goods (B2B)  .B2C and B2B Goods   identify the purchaser + reasons for buying the goods Consumer goods (B2C)  products & services bought by the end consumer for personal use.g. directly or indirectly. Products/services bought to be used.

Attitudes & Values (AIO) surveys for measuring lifestyle.. Readiness to buy Occasions: holidays & events that stimulate purchases 14 . "birds of a feather flock together"      actual behavior toward product itself. 1st-time. A good starting point for segmentation Benefits sought Usage rate Brand loyalty User status: potential. Lifestyles Personality Self-image Potential Markets   Behavioural Geographicn Country Region Urban/Suburban/Rural Population density City size Climate  Geo-Demographic – Ethnic . regular etc.Bases for Market Segmentation Demographic Gender Age Family life cycle Race/Ethnic group Social class Education Income Occupation Family size Religion Home ownership Psychographic Segmentation     Activities Interests Opinions.

Urban Uptown Midtown Mix Urban Cores Elite Suburbs The Affluentials Middleburbs Inner Suburbs 2nd City Society City Centers Micro-City Blues Landed Gentry Country Comfort Middle America Rustic Living  Demographic  Psychographic    Benefit    Product/service design--different models + different features Advertising themes Sales training Special products (sizes and quality) or services Frequent-user promotions Special financial terms Product Usage Rates    15 . consumer into 14 groups & 66 segments.Decisions Affected by Segmentation Choices Basis Decisions    Geographic sales region Sales force location Retail location Estimate segment size local distribution channels or catering to different age.S. income & education groups Product/service positioning Advertising themes Sales training divides U.

Geographic segmentation .g.Canada Main Inhabited Areas in Canada Dividing overall market into homogeneous groups by location • Can identify general patterns but not all consumers in a location will make the same buying decision. •Northerners eat more soup than Southerners •Southerners use more swimming pool chemicals than Northerners 16 . • Major brands get 40-80% of sales from core regions • Climate is a segmentation factor e.

1% Newfoundland 1.4% 2001 Quebec 24.7% Saskatchewan 3.3% Alberta 9.1% Nunavut 0.0% New Brunswick 2.0% 17 .1% Ontario 38.7% Prince Edward Island 0.4% Nova Scotia 3.0% Northwest Territories 0.9% British Columbia 13.% Distribution of Canadian Population by Province Manitoba 3.

htm. 2001 POPULATION (THOUSANDS) Region Newfoundland Prince Edward Island Nova Scotia New Brunswick Quebec Ontario Manitoba Saskatchewan Alberta British Columbia Yukon Northwest Territories Nunavut Canada 1981 568 123 847 696 6 438 8 625 1 026 968 2 238 2 744 23 46 n/a 24 343 1991 568 130 900 724 6 896 10 085 1 092 989 2 546 3 282 28 36 21 27 297 2001 513 135 908 729 7 237 11 410 1 120 979 2 975 3 908 29 37 27 30 007 18 Source: Statistics Canada Website http://geodepot.ca/English/Pgdb/People/Population/demo05. 1981.Provincial and Territorial Populations. 1991. .

1871-2001 19 .Rural Population Distribution.Urban .

ca/english/Pgdb/People/Population/demo05. Catharines-Niagara Halifax Victoria Windsor Oshawa Saskatoon Regina St.statcan.Canada's 25 Largest Metropolitan Areas Area Toronto Montreal Vancouver Ottawa-Hull Calgary Edmonton Quebec Winnipeg Hamilton London Kitchener St.htm 20 . John’s Chicoutimi-Jonquière Sudbury Sherbrooke Trois-Rivières Saint John Thunder Bay 1996 Population (Thousands) 2001 Population (Thousands) 4445 3359 1891 1031 852 392 698 677 650 416 403 390 347 313 292 281 222 199 178 167 166 150 144 129 131 4881 3512 2079 1107 972 935 693 685 681 426 432 393 359 319 314 305 231 198 176 159 157 155 142 128 125 Source: http:www.

education. sex. income. occupation.g. household size & stage in family life cycle 21 .Population Projections by Age Group Demographic segmentation: dividing consumer groups by e. age.

or divorced) retirees with children still at home able elderly 22 .Family Life Cycle          young singles young married couples who remain childless. single parenthood parenthood (full nest) post-parenthood (empty nest) dissolution (separated. widowed.

furniture. purchases for younger age groups. better cars.49 50 . purchases for younger age groups 23 .64 65+ Younger middle-aged adults Older middle-aged adults Senior adults Clothing. recreational equipment. toys.Buying Patterns for Different Age Groups Age 0-5 Name of Age Group Young children Merchandise bought Baby food. sports equipment. furniture. records. presents for young marrieds & infants Medical services. children’s wear 6 .19 20 . recreational equipment Recreational items. school supplies. Larger homes. used cars Cars. nursery. clothing. houses. cosmetics. second cars.34 School children (including teenagers) Young adults 35 . food. new furniture. medicines. travel.

 baby food. age 17-22  24 .g.g. walking aids  sociologists attribute different consumer needs & wants across age groups to a cohort effect tendency among members of a generation to be influenced & drawn together by significant events occurring in formative years e. toothpaste. fashion garments.Segmenting by age   many firms identify market segments by age design products to meet specific needs of certain age groups e.

<75yrs.Jet-setting oldies with lots of loot 25 . 70-80% of wealth  UK population split 16% 50-64 years old 16% 64 +  Grey    market wealth 20% well off (twice average income) 40% property-rich. 86% Investment income high home & car ownership   OPALS (Old people with affluent lifestyles) JOLLIES . income poor 40% poor • 1% in UK (15% in US) on incomes 40% lower than national average income Grey   market lifestyle groups WOOPIES (Well off older persons) married in two person households.Demographic: The Grey Market  40%   of UK income. well off.

nearly 50% of US population will belong to nonwhite minority groups  three largest & fastest-growing racial/ethnic groups African Americans. Hispanics.Ethnic Group Segmentation  USA Census Bureau by 2050. Asian Americans.  26 .

a smaller % goes on food 2. % spend on other items (such as recreation & education) increases 27 .Generalisation … based on studying the impact of household income changes on consumer spending behaviour As family income increases 1. the % spend on housing & household operations & clothing stays constant 3.

1999 28 .Percentage Annual Expenditures by Income Groups.

8% Mid-high affluent 11. social & consumer activities Lifestyles  values & demographics AIO surveys: Activities.3% Least affluent 7.1% Retired seniors 19.Psychographic Segmentation .5% 29 .7% Empty nesters 21.7% Most affluent 4. Interests.2% Farm & 4x4 Future families Rising stars MOR Urbans Trendy upstarts Mid-low affluent 6.4% High rise hopefuls Hard choices Beer & crisps Hand-to-mouth Families 29. price etc detail to match company’s image & offerings with types of consumers likely to buy  develop population psychographic profiles using survey instruments – see VALS “Values and Lifestyles” UK Households 23 million Young NK 29. job.Lifestyles      decisions about how to live family. Opinions Why?    richer descriptions of potential target markets behavioural profiles to target promotions.

Geo-demographics: Lifestyle and postcodes  Thriving e.families affluent urbanites. affluent greys (rural).8%  Settling . better off execs in inner cities comfortable middle-agers in suburbia new home owners older people in less prosperous areas. prosperous pensioners (retirement areas) affluent execs . 20% of population  wealthy achievers (suburbs).24%    Aspiring 14%  Striving (struggling?) 23%  .12%    Rising . council estates 30  Expanding .g.

Lifestyle-VALS  Values and Lifestyles (1978) based on the idea that    social class. Experiencers all have the same level of resources. Achievers.sric-bi.com/VALS/ 31 . although significant. there are important value differences within a class • Fulfilled’s. does not determine all of our values. Why are they different? • see http://www.

VALSTM Network Source: SRI Consulting Business Intelligence http://www.shtml 32 .com/VALS/presurvey.sric-bi.

High-end watches for which life-style segments? 34 .

Chameleons  want to be contemporary to win approval. pessimistic Token Triers  always willing to improve their luck. Pontificators  strongly held. Copiers not leaders.Other lifestyle descriptors: McCann-Erickson Men        Avant Guardians  concerned with well-being of others rather than possessions. 35 . intolerant of others. competitive. pressured. Well educated. Self-Admirers  High self-image. Sleepwalkers  actively opt out. traditional opinions. motivated by success. Self-Exploiters  the “doers” and “self-starters”. young. contented under achievers. Very British and concerned with keeping others on the right path. but tend to try and fail. self-righteous.

Behaviour/product-related segmentation    segmentation according to the different benefits that consumers seek from the product focus on „why‟ a customer purchases rather than „what‟ Benefits that we seek when we buy   attributes we seek in a good or service benefits we expect to receive from that good or service heavy-. light-user segments   Usage rates for a product e.g.   80/20 principle (“Pareto’s Law”) 80% of a product’s revenues comes from a relative small. AirMiles. ClubCard points 36 . moderate-.g. loyal % of total customers Consumer brand loyalty toward product e.

Band-Aid offers “flex” as a benefit to consumers. 37 .

Mild priced Organic Contains bio-bifidus Low fat Lowpriced X X X X X X X X X X X X X X X X Source: Adapted from Marco Vriens and Ter Hofseted. and Consumer Values.Benefit Segmentation Applied to Yogurt Attributes of Yogurt BENEFITS SOUGHT FROM YOGURT Individually packaged Provides choice for family members Convenient to use Tastes good Good quality Healthy Helps digestion Helps diet Spend less money With fruit High. Fall 2000. “Linking Attributes. 12(3) pp.” Marketing Research. Reprinted with permission by the American Marketing Association. V. Benefits. Chicago. 38 . 4-10.

births. • I always buy my wife flowers on Valentine’s Day. preference and conviction different channels. I try to stay at a suites hotel. promotions & communications time of day.  Interaction segmentation:   Occasion segmentation:    Internet usage 39 .Other segmentation categories  Buyer-readiness segmentation:  ignorance. awareness. marriages. examples: • Whenever our daughter Jamie gets a raise. knowledge. we always take her out to dinner. festivals. deaths etc. • When I’m away on business. payment methods.

Market Matching Strategies (1 of 2) PRODUCT OFFERINGS Ford Motor Company Market Segment 1908 Single-Offer Strategy Early 2000s Multi-Offer Strategy Audio/Volkswagen/Porsche 1955 Single-Offer Strategy Early 2000 Multi-Offer Strategy General-Purpose Cars Small Model T Medium Model T Large Sporty Cars Low-Priced Focus Taurus Crown Victoria ZX2 Escort Beetle Polo Golf Passat new Beetle GTI Cabrio Audi TT Boxster Porsche 911 Medium-Priced Cougar Mustang Jaguar XK8 Aston Martin DB7 High-priced 40 .

Market Matching Strategies (2 of 2) Ford Motor Company Market Segment Luxury Cars Medium-priced High-priced Vans Trucks Small Medium Sport Utility Vehicles (SUVs) Audio/Volkswagen/Porsche 1955 Single-Offer Strategy Early 2000s Multi-Offer Strategy Audi A4 Audi A6 Audi A8 EuroVan 1908 Single-Offer Strategy Early 2000s Multi-Offer Strategy Lincoln Continental Lincoln Town Car Jaguar S-Type Windstar Econoline Model T (Truck) Ford Ranger Ford “F” series Explorer Expedition Excursion Lincoln Navigator 41 .

champions 42 . customized.Segmentation for Industrial Markets  Product Segmentation Geographic Segmentation Organizational Demographics  industry size. urgency of order  Operating Variables  Potential Industrial Markets End-Use Application Segmentation Account Size and Potential Segmentation   Purchasing Approach  Situational Variables   Personal Characteristics of Buyers  attitude to risk. location. process Organization & DMU structure Order size. company age Technology. routine vs.

Radio Broadcast segmentation The Total Market for Radio The Market Segment for Radio by Age & Benefit Age Benefit Information Teens Young Adult Middle Adults Senior Entertainment Companionship 43 .

Hypothetical Middle Adult Segment for Radio Middle Adults Early Retiree Information Professional Hourly Employee Business Owner X X X X X X Entertainment Companionship 44 .

Hypothetical Middle Adult Segment for Information Radio Middle Adults Early Retiree Breaking news Political commentary Financial market commentary Professional X Hourly Employee Business Owner X X X X X X X X X X X X Advice Weather Call-in Gossip 45 .

Hypothetical Positioning Map: CBC versus Commercial Radio Entertaining Commercial Talk Radio *As it Happens CBC local* Commercial Talk Radio *This Morning After Hours* Informational *CBC News *Ideas Disc Drive* Music Take 5* Challenging 46 .

Positioning of Soap • Tone High moisturizing 7 • Zest • Lever 2000 2 • Safeguard 4 5 • Dove • Lux Nondeodorant 3 8 Deodorant 1 “Product Space” • Lava Representing Consumers’ Perception for 6 Different Brands of Bar Soap Low moisturizing • Dial • Lifebuoy 47 .

Plot these cars on this Positioning Map Expensive       Inexpensive Conservative Sporty  Honda Accord Jaguar Toyota Yaris VW Golf BMW 300 series Skoda Fabia Porche Place other cars on the map What other criteria would we add to improve the map's usefulness? Expensive Inexpensive   Conservative Sporty 48 .

Construct a Competitive Positioning Map  for the clothing areas of the following retailers         Next Marks and Spencer Primark Miss Selfridge Asda (George) H&M La Senza Coast 49 .

Non-profit market segmentation   Is segmentation for nonprofit marketers of more. less. or the same importance than for profit-oriented marketers? Examples ? 50 .

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