Targeting and segmentation

Targeting and segmentation

1. Steps

   • Identify and profile distinct groups of buyers who differ in their needs and preferences
     • Select one or more market segments to enter
       • For each target segment, stablish and communicate the key distinctive benefit(s) of the company´s market offering

2. Levels of market segmentation

   • Mass marketing
   • Micromarketing

3. Segment marketing

   • Market segment
   • Sector
     • Flexible market offering

4. Levels and patterns

   • Niche Marketing
     • Niche
   • Local marketing
   • Individual Customer Marketing
     • Mass-customization, choiceboard, customerization

5. Patterns for market segmentation

   • Homogeneus preferences
   • Diffused preferences
   • Clustered preferences

6. Steps in market segmentation

   • 1. Needs-based segmentation 2. Segment identification 3. Segment attractiveness 4. Segment Profitability 5. Segment Positioning

7. Bases for segmenting

   • Geographic
     • Region, City or metro size, Density, Climate
     • Demographic
       • Age, family size, lifestage, gender, Income, social class and Generation
   • Psycographic Segmentation
     • Lifestyle, personality, Values, behavioral segmentation