Strategic Market Segmentation

Segmentation and Market-Driven Strategy

1. Market Segmentation and Value Opportunities

2. Creating New Market Space

3. Matching Value Opportunities and Capabilities

4. Market Targeting and Strategic Positioning

5. Selecting the Market to Be Segmented

6. Market Segmentation Activities and Decisions

Identifying Market Segments

1. Purpose of Segmentation Variables

2. Characteristics of People and Organizations :

a. Consumer Markets b. Organizational Market

Fungsional Needs

Emotive Needs

Social Values

Symbolism

Product Feature

Buyer Needs and Preferences Need and preferences that are specific to products and brands can be used as segmentation bases and segment descriptors

Identity Needs

Consumers Need

Brand

Buyer Needs and Preferences

• - Customer needs Need motivate people to act.

• - Attitudes Attitudes are enduring system of

favorable or unfavorable evaluations about brands.

• - Perceptions

Forming Segments

*Response Differences * Actionable segments

*Stability over time

*Cost/ benefits of segmentation

* Product diffrentiation& market segmentation

DATABSE

S E G M E N T A T I O N

Strivers Devouts Altruist Intimates Fun seekers

creatives

Six global consumers segments

Cluster analysis Perceptual maps

Forming Groups Based on Response Differences

Finner Segmentation Strategies

Logic of finer segment

•Customized offering•Diverse customers base•Close customers relationship

Finer segment strategies

•microsegmentation•Mass customization•Variety seeking strategy•Finer segmentation issue