Post on 18-Jan-2015
description
Discovering the Markets:
Segmenting & Targeting
Presented by Lindsey Fair
Why do we need to determine the target market?
Who will want your product?
How many are there?
Where will I find them?
How do I motivate them to purchase?
21/02/11
How does “everyone” (MASS) become a smaller piece of the pie?
What lists are you on?
How have you been segmented?
21/02/11
geographic
demographic
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socialgraphic
21/02/11
psychographic
21/02/11
behavioural
21/02/11
industrial
What are the ways a 16 year old female could be
segmented?
ACTIVITY: Target is coming to KTown
1. Find doctor’s offices that they can target with a business products offer.
2. Look up number of houses in the immediate area to determine number of flyers they need to print for a direct mail campaign.
3. Determine the interests and lifestyle characteristics of the surrounding neighbourhoods to determine what products to promote for store opening.
4. Look up income levels and number of kids in the immediate area to determine pricing and product mix.
WHYpeople
buy.
WHATmotivates
them.
Consumer Behaviour
5 stages of purchase decisions
InfoSearch
Evaluating the options
Th
e
PU
RC
HA
SE
Post-Purchase
Influences
21/02/11
Maslow's hierarchyof needs
21/02/11
WHAT
do yousee?
21/02/11
2013
Con
sum
er
Tre
nd
s
21/02/11Servile Brands
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Virgin Consumers