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IDENTIFYING MARKET SEGMENTSAND TARGETS
Leilani Estebat
September 16, 2013
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1. Segmenting Consumer Markets(What)
2. Reasons to segment (Why)
3. Steps and Criteria (How)
4. Summary
Outline:
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Segmenting Consumer Markets
GDP-b-S1. Geographic
2. Demographic
3. Psychographic
4. Behavioral Segmentation
1. Market Segmentation
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1. Countries
2. States
3. Regions
4. City
5. Neighborhoods
1. Segmenting Consumer Markets: Geographic
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1. Age & Life-Cycle Stage
1. Segmenting Consumer Markets: Demographic
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1. Age & Life-Cycle Stage
2. Life Stage
1. Segmenting Consumer Markets: Demographic
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1. Age & Life-Cycle Stage
2. Life Stage
3. Gender
1. Segmenting Consumer Markets: Demographic
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1. Age & Life-Cycle Stage
2. Life Stage
3. Gender
4. Income
1. Segmenting Consumer Markets: Demographic
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1. Age & Life-Cycle Stage
2. Life Stage
3. Gender
4. Income
5. Generation
1. Segmenting Consumer Markets: Demographic
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1. Age & Life-Cycle Stage
2. Life Stage
3. Gender
4. Income
5. Generation
6. Race & Culture
1. Segmenting Consumer Markets: Demographic
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The VALS Segmentation System
1. Segmenting Consumer Markets: Psychographic
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A. Decision Roles
1. Initiator
2. Influencer
3. Decider
4. Buyer
5. User
1. Segmenting Consumer Markets: Behavioral
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B. Behavioral Variables1. Occasions
2. Benefits
3. User Status
4. Usage Rate
5. Buyer Readiness Stage
6. Loyalty Status
7. Attitude
1. Segmenting Consumer Markets: Behavioral
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Buyer - Readiness Stage
• Aware• Ever tried• Recent trial• Occasional user• Regular user• Most often used
1. Segmenting Consumer Markets: Behavioral
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Loyalty Status
1. Segmenting Consumer Markets: Behavioral
Hard Core
Split loyals
Shifting loyals
Switchers
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1. Segmenting Consumer Markets: Behavioral
Target Market
Unaware Aware
Not tried
Negative opinion Neutral Favorable
Opinion
Tried
Rejector Not Yet Repeated Repeated
Loyal to other Brand Switcher Loyal to
Brand
Light user Regular User Heavy User
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2. Reasons to Segment
Better satisfy customer needs and wants
Growth or Innovation
Increased market share
Higher profits
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A. Steps in Segmentation Process
3. Steps and Criteria
Needs-Based Segmentation
Segment Identification
Segment Attractiveness
Segment Profitability
Segment Positioning
Segment Acid Test
Marketing - Mix Strategy
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B. Effective Segmentation Criteria
3. Steps and Criteria
•Measurable
•Substantial
•Accessible
[Text]
•Differentiable
[Text]
•Actionable
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1. What? Market segments and targets
2. Why? Growth and profitability
3. How?a. Proper segmentation process
b. Effective segmentation criteria
4. Summary
Identify…
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IDENTIFYING MARKET SEGMENTSAND TARGETS
Leilani Estebat
September 16, 2013
