Segmentation 0.0 / 5 ? BusinessSegmentation Targeting and Positioning ASAQA Created by: _Holly98Created on: 07-12-15 12:23 segmentation SEGMENTAITON - DEFINING SEGMENTATION PRCOESS IDENTIFYING DIFFERENT GROUPS / SUB GROUPS OF PEOPLE COMMON CHARACTERISTICS SIMILAIR NEEDS / WANTS DIFFERENT GROUPS KNOWN MARKET SEGMENTS 1 of 7 METHODS DEMOGRAPHICS - AGE - REFERS CHARACTERISTICS PEOPLE IN TARGET POPULAITON SIMILAIR NEEDS / WANTS GEORGRAPHIC - WHERE CUSTOMER IS BASED DIFFERENT TYPES HOUSING NIGERA & ICELAND 2 of 7 INCOME HIGH INCOME USERS DIFFERENT DEMANDS TO LOW HIGH INTERESTED PRODUCTS DO WITH SAVING / INVESTING LOW INTERESTED BORROWING SOCIO ECONOMIC GROUPING 3 of 7 SOCIO ECONOMIC GROUPING A - HIGHER MANEGRIAL, ADMISSIVE, PROFESSIONALS B - INTERMEDIATE MANAGERIAL, ADMINSTRIVE OR PROFESSIONAL C1 - SUPERVISORS CLERICAL & JUNIOR MANAGERIAL C2 - SKILLED MANUAL WORKERS D - SEMI MANUAL WORKERS E - CASUAL LABOUR 4 of 7 BEHAVIOUR FOCUS WHAT CUSTOMERS DO WHEN THEY PURCHASE - PEOPLE START DIET JANUARY HOW MUCH BUY - FAMILY? BRAND LOYALTY? IF NOT ATTRACT OFFERS IF YES ENCOURAGE WITH REWARDS BENEFITS WANT FROM PRODUCT 5 of 7 STRENGTHS MANAGERS UNDERSTAND DIFFERENT GROUPS - IDENTIFIED / SEGMENTED MARKET - ADAPT PRODUCTS SUIT NEEDS INDENTIFYING EFFICENT - RIGHT PLACE TIME PEOPLE BALANCE CUSTOMER NEEDS WITH FEASIBLITY IDENTIFY GAPS SEGMENT 6 of 7 WEAKNESS HARD IDENTIFY MOST IMPORTANT SEGMENT E.G. BREAD HOW EASY LOCATE CAN BUSINESS RECOGNIZE SEGMENT MAY CHANGE... RELIES CONTINUAL MARKET RESEARCH ALIENTATE POTENTIAL CUSTOMERS 7 of 7
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