SEGMENTATION

SEGMENTATION BASES:
First it is necessary to define the different consumer profiles of a market:

1) divide the market
2) define the segment
3) classify the products in that segment
4) and for each segment make a differentiated strategy


captura-de-pantalla-2016-11-01-a-las-0-14-25



REQUIREMENTS FOR EFFECTIVE SEGMENTATION
• Measurable: it has to be possible to quantify the chosen criterion 
• Accessible: it has to be possible to reach the market through already established groups
• Cost effective: the market should carry enough potential to get benefits
• Differentiable: the market should differ from other segments
• Programmable: it should be possible to develop concrete strategies for action


CONCEPT OF SEGMENTATION:
A segmentation consists in deviding the market into groups of consumers with related characteristics in order to implement a concrete and differentiated strategy 

SOME MORE TARGETING CRITERIA USED
1) Geographic segmentation
2) targeting consumer characteristics
3) segmentation by product-related criteria
4) targeting distribution channels


CONSUMER SEGMENTATION BY FEATURES
• Demographic: 
seo / family size / age / cycle of family / marital status ...
• Socioeconomic:
level of income / education / profession / religion
• Psychographic:
class / lifestyle / personality / activities / opinions / values

These things are easily measurable, less the psychographic facts which are difficult to quantify

Captura de pantalla 2016-11-01 a las 0.15.19.png
SEGMENTATION IN CRITERIA RELATING TO THE PRODUCT
Form groups from consumer buying behavior
• Benefits pursued with the purchase of quality, service, performance, safety, security, design, durability, etc.
• Frequency of use of purchased products: single, low, medium, high, very high
• User Category: markets can be segmented distinguishing between new users, ex-users, potential users, first-time users
• Purchase Type: differentiate between first purchase and repeat purchase
• Brand loyalty: No, medium, strong, full
• Shopping location

The segmentation based on product-related criteria is the most direct one

Segmentation distribution channels
consits in determining:
- How to reach the consumers
- Which selling points are to be used
- Through what channels of distribution
Advertisements

One thought on “SEGMENTATION

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s