Kotler08 Media

8/8/2019 Kotler08 Media

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Seg m ent M arketing

Targeting a gro u p of cu sto m erswho share a sim ilar set of

nee d s an d wants.


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F lexi bl e M arketing O fferings

N ake d so lu tion Pro duc t an d servi c e

e le m ents that a llseg m ent m e mb ers va lu e

Disc retionary options So m e seg m ent

m e mb ers va lu e O ptions m ay c arry

a dd itiona l c harges


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Fig u re 8.1 B asi c M arket Preferen c e Patterns


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N ic he M arketers

E nterprise R ent-a-Car targets the ins u ran c e-rep la c e m ent m arket


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N ic he M arketers: T oms


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T he E xperien c e Ec ono m y

Co mm od ity

G oo d s

Servi c es

E xperien c e


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Cu sto m erization

Co mb ines operationa lly d rivenm ass cu sto m ization with cu sto m ize d

m arketing in a way that e m powersc ons um ers to d esign the

pro duc t an d servi c e offeringof their c hoi c e.


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Fig u re 8.2 E xa m p les of M arket Cu sto m ization


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Seg m enting Cons um er M arkets

G eographi c

De m ographi c

Psy c hographi c

B ehaviora l


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C laritas Priz m


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De m ographi c Seg m entation

A ge an d Life Cy cl e

Life Stage

G en d er

Inc om e

G eneration

So c ia l C lass


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T oyota S c ion targets G en Yc ons um ers


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Fig u re 8.3 Profi ling Am eri c an G enerations

GI G eneration 1901-1924

Silent G eneration 1925-1945B a b y B oo m ers

1946-1964

G eneration X

1965-1977

G eneration Y 1978-1994M illenia ls

1995-2002


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Fig u re 8.4

T he VA LS Seg m entation Syste m


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B ehaviora l Seg m entation

Decision RolesInitiator

Inf lu en c er Dec id er Bu yer

User

Behavioral VariablesOcc asions

B enefits User Stat u s Usage R ate

Bu yer- R ea d iness Loyalty Stat u s A ttitud e


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M ob ils 5 Cu sto m er Seg m ents

Road Warr iors

Gen F

rue lues

Home od ies

Pr i e oppers


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Loya lty Stat u s

Swit c hers

Shifting loya ls

Sp lit loya ls

Har d -c ore


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T he Conversion M od e l

Converti bl e Sha llow A verage E ntren c he d

Strong lyu navai la bl e

Amb iva lent A vai la bl eWeak ly

u navai la bl e

Users N on u sers


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Fig u re 8.5 B ehaviora lSeg m entation B reak d own


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Seg m enting for Bu siness M arkets

De m ographi c

O perating Varia bl e

P u r c hasing Approa c hes

Sit u ationa l Fa c tors

Persona lChara c teristi c s


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BB&T B ank s B -to- Ba d vertising


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M od e ls of Seq u entia l Seg m entation

Stage of decision First-tim e prospe c tsN ovic es

Sophisti c ates

Orientation Pric e-oriente d

Solu tion-oriente d

Strategi c -va lu e


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Steps in Seg m entation Pro c ess

N ee d s- b ase d seg m entation

Seg m ent id entifi c ation

Seg m ent attra c tiveness

Seg m ent profita b ility

Seg m ent positioning

Seg m ent a c id test

M arketing- M ixStrategy


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Fig u re 8.6 Patterns of T arget M arket Se le c tion


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E ffec tive Seg m entation Criteria

M eas u ra bl e

S ub stantia l

Acc essi bl e

Differentia bl e

Ac tiona bl e


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Fig u re 8.7 Seg m ent- b y-Seg m ent Invasion P lan


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Pepsi u se d m ega m arketing in Ind ia


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M arketing De b ate

Is m ass m arketing d ea d ?

Take a position:1. M ass m arketing is d ea d .

2. M ass m arketing is sti ll a via bl e wayto bu ild a profita bl e b ran d .


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M arketing Dis cu ssion

How wo uld you cl assify you rse lf inter m s of the vario u s seg m entations c he m es?

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