Segmentation

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segmentation

SEGMENTAITON - DEFINING 

SEGMENTATION PRCOESS IDENTIFYING DIFFERENT GROUPS / SUB GROUPS OF PEOPLE COMMON CHARACTERISTICS SIMILAIR NEEDS / WANTS 

DIFFERENT GROUPS KNOWN MARKET SEGMENTS

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METHODS

DEMOGRAPHICS - AGE - REFERS CHARACTERISTICS PEOPLE IN TARGET POPULAITON 

SIMILAIR NEEDS / WANTS

GEORGRAPHIC - WHERE CUSTOMER IS BASED

DIFFERENT TYPES HOUSING NIGERA & ICELAND 

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INCOME

HIGH INCOME USERS DIFFERENT DEMANDS TO LOW 

HIGH INTERESTED PRODUCTS DO WITH SAVING / INVESTING

LOW INTERESTED BORROWING 

SOCIO ECONOMIC GROUPING 

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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

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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

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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 

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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

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