1. TOP 10 Learning Concepts Chapter 8 Identifying Market Segments & Targets Sheilanor C. Turingan March 31, 2011 http://sheilanorturingan.blogspot.com

7. Concept# 2 What are the levels of target marketing? http://sheilanorturingan.blogspot.com

8. Concept# 2 What are the levels of target marketing? http://sheilanorturingan.blogspot.com Segment Marketing

9. Concept# 2 What are the levels of target marketing? http://sheilanorturingan.blogspot.com Segment Marketing Local Marketing

10. Concept# 2 What are the levels of target marketing? http://sheilanorturingan.blogspot.com Segment Marketing Local Marketing Individual Marketing

11. Concept# 2 What are the levels of target marketing? http://sheilanorturingan.blogspot.com Segment Marketing Local Marketing Individual Marketing Niche Marketing

12. Concept#3 Identifying consumers through Segment Marketing http://sheilanorturingan.blogspot.com

13. Concept#3 Identifying consumers through Segment Marketing http://sheilanorturingan.blogspot.com Market segment

14. Concept#3 Identifying consumers through Segment Marketing http://sheilanorturingan.blogspot.com Market segment

15. Concept#3 Identifying consumers through Segment Marketing http://sheilanorturingan.blogspot.com Market segment Group based on similar needs &wants

16. Concept#3 Identifying consumers through Segment Marketing http://sheilanorturingan.blogspot.com Market segment Group based on similar needs &wants

17. Concept#3 Identifying consumers through Segment Marketing http://sheilanorturingan.blogspot.com Market segment Group based on similar needs &wants Decide which to target

18. http://sheilanorturingan.blogspot.com Concept# 4 What are the steps in the Segmentation Process?

19. http://sheilanorturingan.blogspot.com Concept# 4 What are the steps in the Segmentation Process? identify needs

20. http://sheilanorturingan.blogspot.com Concept# 4 What are the steps in the Segmentation Process? determine variables identify needs

21. http://sheilanorturingan.blogspot.com Concept# 4 What are the steps in the Segmentation Process? test attractiveness identify needs determine variables

22. http://sheilanorturingan.blogspot.com Concept# 4 What are the steps in the Segmentation Process? test attractiveness identify needs determine variables calculate profitability

23. http://sheilanorturingan.blogspot.com Concept# 4 What are the steps in the Segmentation Process? test attractiveness identify needs determine variables calculate profitability develop strategy

24. http://sheilanorturingan.blogspot.com Concept# 4 What are the steps in the Segmentation Process? test attractiveness identify needs determine variables calculate profitability develop strategy determine viability

25. http://sheilanorturingan.blogspot.com Concept# 4 What are the steps in the Segmentation Process? test attractiveness identify needs determine variables calculate profitability develop strategy determine viability Include marketing mix strategy (product, price promotion, place)

26. http://sheilanorturingan.blogspot.com Concept# 5 How to segment market effectively? 5 Criteria

32. http://sheilanorturingan.blogspot.com Concept# 6 How can a company divide a market into segments

33. http://sheilanorturingan.blogspot.com Geographic by continent by country by region Concept# 6 How can a company divide a market into segments by cities

34. http://sheilanorturingan.blogspot.com Geographic by continent by country by region Psychographic lifestyle activities values Concept# 6 How can a company divide a market into segments by cities

35. Benefits sought Brand loyalty http://sheilanorturingan.blogspot.com Behavioral Concept# 6 How can a company divide a market into segments

36. Benefits sought Brand loyalty http://sheilanorturingan.blogspot.com Behavioral Demographic Gender Age/ Life-Cycle Stage Concept# 6 How can a company divide a market into segments

37. http://sheilanorturingan.blogspot.com > Conducts business 4 regions: North America, Europe, Latin America & Asia-Pacific Geographic > Dedicated to the health and well-being of infants and children Demographic Concept# 6 How can a company divide a market into segments: Ex:

38. http://sheilanorturingan.blogspot.com Pyschographic Behavioral Concept# 6 How can a company divide a market into segments: Ex:

39. Concept# 7 Demographic Segmentation- Key to effective Target Marketing http://sheilanorturingan.blogspot.com

40. Concept# 7 Demographic Segmentation- Key to effective Target Marketing http://sheilanorturingan.blogspot.com Income Family size Occupation Religion Nationality

41. http://sheilanorturingan.blogspot.com Concept# 7 Demographic Segmentation Example:

42. > flagship brand LACTUM – provides nutrition essential for the growth & development of kids, appropriate for their age. Lactum 1+ Lactum 3+ Lactum 6+ http://sheilanorturingan.blogspot.com Concept# 7 Demographic Segmentation Example:

43. > Creates nutritional brands and products to infants, toddlers, kids and adults Enfakid A+ Lactum 1+ Sustagen Kid Sustagen Premium for adults http://sheilanorturingan.blogspot.com Concept# 7 Demographic Segmentation Example:

44. Concept# 8 How to better understand consumers? PSYCHOGRAPHIC SEGMENTATION http://sheilanorturingan.blogspot.com Innovators Thinkers Achievers Experiencer

45. Concept# 8 How to better understand consumers? PSYCHOGRAPHIC SEGMENTATION http://sheilanorturingan.blogspot.com

46. Concept# 8 How to better understand consumers? PSYCHOGRAPHIC SEGMENTATION http://sheilanorturingan.blogspot.com Believers Strivers Makers Survivors

47. http://sheilanorturingan.blogspot.com Concept# 9 Identifying Behavioral Variables BEHAVIORAL SEGMENTATION

48. http://sheilanorturingan.blogspot.com Concept# 9 Identifying Behavioral Variables BEHAVIORAL SEGMENTATION Occasions Benefits User status Usage rate Buyer-readiness Loyalty Status Attitude

49. http://sheilanorturingan.blogspot.com Concept# 10 Who are your buyers? Assessing Brand Loyalty

50. http://sheilanorturingan.blogspot.com Concept# 10 Who are your buyers? Assessing Brand Loyalty Hard-core Loyals - can help identify strengths

51. http://sheilanorturingan.blogspot.com Concept# 10 Who are your buyers? Assessing Brand Loyalty Hard-core Loyals - can help identify strengths Split Loyals –can help identify competitors

52. http://sheilanorturingan.blogspot.com Concept# 10 Who are your buyers? Assessing Brand Loyalty Hard-core Loyals - can help identify strengths Split Loyals –can help identify competitors Shifting Loyals – can help identify weaknesses

53. http://sheilanorturingan.blogspot.com Concept# 10 Who are your buyers? Assessing Brand Loyalty Hard-core Loyals - can help identify strengths Split Loyals –can help identify competitors Shifting Loyals – can help identify weaknesses Switchers – can help correct weaknesses

54. http://sheilanorturingan.blogspot.com Concept 10 Who are your Buyers? Understanding Buyer-Readiness

55. http://sheilanorturingan.blogspot.com Concept 10 Who are your Buyers? Understanding Buyer-Readiness Aware Ever tried Occasional user Regular User Most often used

56. http://sheilanorturingan.blogspot.com Concept 10 Who are your Buyers? Understanding Buyer-Readiness Aware Ever tried Occasional user Regular User Most often used

57. http://sheilanorturingan.blogspot.com Concept 10 Who are your Buyers? Understanding Buyer-Readiness Aware Ever tried Occasional user Regular User Most often used

59. Summary 5. Behavioral Segmentation >assessing consumer’s attitude towards a product (brand loyalty, buyer-readiness) 5. Criteria for Effective Segmentation > must be measurable, substantial, accessible, differentiable http://sheilanorturingan.blogspot.com

60. Source: Marketing Management by Philip Kotler http://sheilanorturingan.blogspot.com

61. TOP 10 Learning Concepts Chapter 8 Identifying Market Segments & Targets Sheilanor C. Turingan March 31, 2011 http://sheilanorturingan.blogspot.com