Discovering the Markets:

Segmenting & Targeting

Presented by Lindsey Fair

Why do we need to determine the target market?

Who will want your product?

How many are there?

Where will I find them?

How do I motivate them to purchase?

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How does “everyone” (MASS) become a smaller piece of the pie?

What lists are you on?

How have you been segmented?

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geographic

demographic

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socialgraphic

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psychographic

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behavioural

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industrial

What are the ways a 16 year old female could be

segmented?

ACTIVITY: Target is coming to KTown

1. Find doctor’s offices that they can target with a business products offer.

2. Look up number of houses in the immediate area to determine number of flyers they need to print for a direct mail campaign.

3. Determine the interests and lifestyle characteristics of the surrounding neighbourhoods to determine what products to promote for store opening.

4. Look up income levels and number of kids in the immediate area to determine pricing and product mix.

WHYpeople

buy.

WHATmotivates

them.

Consumer Behaviour

5 stages of purchase decisions

InfoSearch

Evaluating the options

Th

e

PU

RC

HA

SE

Post-Purchase

Influences

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Maslow's hierarchyof needs

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WHAT

do yousee?

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2013

Con

sum

er

Tre

nd

s

21/02/11Servile Brands

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Virgin Consumers