Consumer Behavior-2. Who is to Behave? Segmentation! Danny Abramovich Marketing Plan Specialist

Transcription

1 Consumer Behavior-2 Who is to Behave? Segmentation! 1. Management 2. Marketing 3. Research 4. Segmentation 5. Consumer Behavior 6. Creativity Danny Abramovich Marketing Plan Specialist 1

2 Course Introduction, Schedule 1. Management part 1 2. Marketing 3. Research 4. Segmentation part 2 part 3 5. Consumer Behavior 6. Creativity 2

3 1. Management 4 Definition Management is... 3

4 2. Marketing 4 Definition Management is... Marketing is... 4

5 2. Marketing 4 Definition Management is... Marketing is... Marketing Plan is... 5

6 3. C-Research 4 Definition Management is... Marketing is... Marketing Plan is... Consumer Research (CR) is... 6

7 Course Main Topics Management Marketing Research Segmentation Consumer Behavior Creativity 7

8 4. Segmentation 4 Definition Segmentation is Management 4. Segmentation 2. Marketing 5. Consumer Behavior 3. Research 6. Creativity

9 4. Segmentation 4 Definition Segmentation is dividing a market into distinct groups with distinct needs, characteristics, or behaviors, who might require separate marketing-mixes mixes. 9

10 4. Segmentation 4 Methodology Management Marketing Marketing Research Market Segmentation 10 Danny Abramovich

11 4. Segmentation 4 Targeting Segmenting Subsets with similar needs! Targeting Which segment/s to aim for? 11

12 4. Segmentation 4 Targeting Demand 12

13 4. Segmentation 4 Targeting Segmentation S-1 S-2 S-3 13

14 4. Segmentation 4 Targeting Targeting Segment(s) providing most value! S-1 S-2 S-3 14

15 4. Segmentation 4 Standards Measurable -Size, purchasing power. Accessible -Can be reached and served. Substantial -Large & profitable enough. Differentiable -Can respond differently. Actionable -Effective programs can be developed. 15

16 4. Segmentation 4 Strategies Segmentation Strategies: - Mass marketing (undifferentiated) - Segmented marketing (differentiated) - Niche marketing (concentrated) - Micro-marketing (Individual) 16 4

17 4. Segmentation 4 Strategies Segmentation Strategies: Mass Segmented Niche Micro S1 S2 S3 S1 S2 S3 S1 S2 S3 S1 S2 S3 P1 P1 P1 P1 P2 P2 P2 P2 P3 P3 P3 P3 Same P to diff. Ss Diff. Ps to diff. Ss Diff. Ps to same S Diff. Psper ind. S 17

18 4. Segmentation 4Introduction 18

19 4. Segmentation 4 Methodologies 19

20 4. Segmentation4Methodology - 1/6 Classification Demography Sociography Behavior SEGMENTATION by Geography Psychography Technography Added-value 20

21 4. Segmentation4Methodology - 1/6 Classification: Private, industrial, gov. Geography: Trade areas, regional climate Sociography: Income, education, religion Demography: Age, gender, life cycle 21

22 4. Segmentation4Methodology - 1/6 War Generation(WWII) -feeling guilt if they are wasteful Silent Generation(Rebuilding economy post WWII) -great savers so now it s their turn Baby Boomers(Booming economy 50 s-60 s) -wants multiple choices and to feel in control Generation X(Energy crisis, environmentalism) -careful shoppers looking for bargains Generation Y(Technology boom, terrorism) -fashion & style are important to them 22

23 4. Segmentation4Methodology - 1/6 Connecting your female consumers to each other connects them to your brand. If you re marketing to one of her lives, you re missing all the others. If she has to ask, it s too late. Market to her peripheral vision, and she will see you in a whole new light. This generation of female consumers will lead you to the next. 23

24 d e m o g r a p h 24

25 4. Segmentation4Methodology - 1/6 Psychography: Personality, values Technography: Technological preference Behavior: Consuming habits, usage Added-value: Practical, psychological 25

26 4. Segmentation4Methodology - 1/6 We purchase an Added-Value, not a product/ service -nor an experience. Practical AV Pace Place Price Psychological AV Self-image Consonance Delight J 26

27 4. Segmentation4Methodology - 1/6 We purchase an Added-Value, not a product/ service -nor an experience. Practical AV Pace Place Price Psychological AV Self-image Consonance Delight J 27

28 4. Segmentation4Methodology - 2/6 SEGMENTATION by Needs 28

29 4. Segmentation4by Needs - 2/6 29 Maslow s Pyramid of Needs, 1954

30 4. Segmentation4Methodology - 3/6 SEGMENTATION by Loyalty 30

31 4. Segmentation4Methodology - 3/6 31

32 4. Segmentation4Methodology - 4/6 SEGMENTATION by Mapping 32

33 4. Segmentation4by Mapping - 4/6 33

34 4. Segmentation4Methodology - 5/6 SEGMENTATION by Lifestyle 34

35 4. Segmentation4Methodology - 5/6 In your 20s you should try it all, In your 30s you should figure out what you do best, In your 40s you make money at what you do best, In your 50s you just don t do, it s when you should enjoy life. 35

36 4. Segmentation 6 by VALS - 5/6 6 VALS Chart Values & Lifestyles 36

37 4. Segmentation 6 by VALS - 5/6 6 VALS Chart Values & Lifestyles = 37

38 4. Segmentation4by VALS - 5/6 VALS Chart Values & Lifestyles 38

39 4. Segmentation4Methodology - 6/6 SEGMENTATION by Diffusion of Innovation 39

40 4. 4Product Adoption Lifecycle Pragmatists Stick with the herd Conservatives Move only when necessary Visionaries Move ahead of the herd Techies Try it Skeptics No way! The Chasm 40

41 4. Segmentation4Methodology SEG MEN TAT ION by SEG MEN TAT ION by SEG MEN TAT ION by SEG MEN TAT ION by SEG MEN TAT ION by SEG MEN TAT ION by 41

42 4. Segmentation4Methodologies By (the obvious) By Needs By Loyaly SEGMENTATION By Mapping By Lifestyle By Diffusion of Innovation 42

43 4. Segmentation! 43

44 Course Main Topics Management Marketing Research Segmentation Consumer Behavior Creativity 44

45 45 Part Three out of Six