Segmentation and Targeting (Professor Mathur)

Sameer Mathur Assistant Professor (Marketing) www.smathur.com:

Sameer Mathur Assistant Professor (Marketing) www.smathur.com Segmentation & Targeting

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2 FREE TEACHING RESOURCES ON MARKETING MANAGEMENT at www.smathur.com/teaching.php Over 100,000 views by Management students and business professionals from over 90 different countries These presentations are part of Sameer Mathur's teaching portfolio. They are free to view or download for non-profit, academic use. Disclaimer: These teaching materials have been compiled from multiple, non-credited sources for non-profit, academic use. Copyright is retained by the original content creators. Sameer Mathur , Ph.D . Assistant Professor (Marketing) Web: www.smathur.com Email : sameer.mathur@mcgill.ca Twitter: @ProfessorMathur Facebook: Click Here

Segmentation, Targeting, Positioning:

Segmentation , Targeting, Positioning 3

Segmentation:

Segmentation 4

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5

Linking Market Need to a Marketing Program:

Linking Market Need to a Marketing Program 6

Segmentation Bases:

Segmentation Bases 7

Geographic Segmentation:

Geographic Segmentation 8

Blank:

Blank 9

Demographic Segmentation:

Demographic Segmentation 10

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1945 1965 1976 1994 Baby Boomers Generation X Generation Y Mature Market Demographics - Marketing across Generations

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Mature Market

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Generation X

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Generation Y

Behavioral Segmentation:

Behavioral Segmentation 16

Beer and the 80-20 rule:

Beer and the 80-20 rule 88% of Beer is drunk by 16% of consumers 17

Loyalty Cards:

Loyalty Cards 18

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19 Baby Products

Psychographic Segmentation:

Psychographic Segmentation 20

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21

What Segmentation basis is this?:

What Segmentation basis is this? 22

What Segmentation basis is this?:

What Segmentation basis is this? 23

Segmenting International Markets:

Segmenting International Markets 24

Dell, across the globe:

Dell, across the globe 25

Requirements for Effective Segmentation:

Requirements for Effective Segmentation Measurable Size, purchasing power, and profile of segment Accessible Can be reached and served Substantial Large and profitable enough to serve Differentiable Respond differently Actionable Effective programs can be developed 26

Segmentation, Targeting, Positioning:

27 Segmentation, Targeting , Positioning

Target Market:

Target Market 28

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29 Who should we sell to?

Evaluating Segment Attractiveness:

Evaluating Segment Attractiveness 30

Let’s sell to segments with big eyes and lips:

Let’s sell to segments with big eyes and lips 31

Factors driving a Target Marketing Strategy:

Factors driving a Target Marketing Strategy 32

Selling Ice Cream to Eskimos:

33 Selling Ice Cream to Eskimos

Who does Target target?:

Who does Target target? 35

Target Marketing Strategies:

Target Marketing Strategies 36 Broad Narrow

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Dude, You’re Getting a Dell 37 Browse Dell’s line of laptops at www.dell.com . Identify Dell’s market segmentation bases. Discuss Dell’s target segments.

Readings P226, Why Segment Markets? P226, What Market Segmentation Means P227, When to Segment Markets P230, Steps in Segmenting and Targeting Markets P230, Step 1: Group Potential Buyers into Segments P235, Step 2: Group Products to Be Sold into Categories P236, Step 3: Develop a Market-Product Grid and Estimate Size of Markets P236, Step 4: Select Target Markets P237, Step 5: Take Marketing Actions to Reach Target Markets :

Readings P226, Why Segment Markets? P226, What Market Segmentation Means P227, When to Segment Markets P230, Steps in Segmenting and Targeting Markets P230, Step 1: Group Potential Buyers into Segments P235, Step 2: Group Products to Be Sold into Categories P236, Step 3: Develop a Market-Product Grid and Estimate Size of Markets P236, Step 4: Select Target Markets P237, Step 5: Take Marketing Actions to Reach Target Markets 38

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39 FREE TEACHING RESOURCES ON MARKETING MANAGEMENT at www.smathur.com/teaching.php Over 100,000 views by Management students and business professionals from over 90 different countries These presentations are part of Sameer Mathur's teaching portfolio. They are free to view or download for non-profit, academic use. Disclaimer: These teaching materials have been compiled from multiple, non-credited sources for non-profit, academic use. Copyright is retained by the original content creators. Sameer Mathur , Ph.D . Assistant Professor (Marketing) Web: www.smathur.com Email : sameer.mathur@mcgill.ca Twitter: @ProfessorMathur Facebook: Click Here

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40 Sameer Mathur , Ph.D . Assistant Professor (Marketing) Web: www.smathur.com Email : sameer.mathur@mcgill.ca Twitter: @ProfessorMathur Facebook: Click Here RELATED SLIDES CLICK BELOW TO LEARN ABOUT: 1. What is Marketing? The Marketing Process 2. Positioning, Perceptual Maps POPULAR SLIDES CLICK BELOW TO LEARN ABOUT: 1. SWOT Analysis, Product-Market Matrix 2. SPAM and Marketing