MICROSEGMENTATION

MICROSEGMENTATION

1. Custom Marketing Model

2. Development of a marketing program

3. Objective to analyze customer needs

4. Micro-segmentation criteria

   • Homogeneity
   • Relevance
   • Measurability
   • Substantiality
   • Accessibility

5. Types

   • Geographical segmentation
   • Demographic segmentation
   • Psychographic segmentation
   • Behavioral segmentation
   • Product-benefit segmentation
   • Symbolic segmentation

6. Variables

   • Buying strategies
   • Importance of purchase
   • Personal characteristics
   • Key purchase criteria

7. Process to do a micro-segmentation

   • 1. Find information
   • 2. Investigate the consumer
   • 5. Assign channels
   • 6. Reorient strategies
   • 4. Model development for each segment
   • 3. Identify the main attributes of the consumer and create segments

8. MACROSEGMENTATION

   • Market division into large segments
   • They have general criteria
   • Identification of large segments
     • It leads the production of goods and their subsequent sale
   • Important aspects
     • corresponds to the needs of consumers
     • satisfies the needs of consumers
     • has different attributes
   • Criteria
     • Who to meet
     • Most common criteria
     • Needs to cover
     • With which the needs will be covered
   • Decide who our market will be
   • It allows determining who buys the product

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