Market segmentation,targeting & positioning presentation

Consumer BehaviourMarket Segmentation, targeting & positioning.

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Sos Yeu Min Norhazliaty binti Abdullah

Math Snavi

Sabariah binti Muhamad Yusop

Mohd Rafiq Mohamad Mazlan

Hazween Eyzwann bin Sharif

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2.0 Market Segmentation2.1 Demographic2.2 Geographic2.3 Psychographic2.4 Behavioural

Introduction

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3.0 Market Targeting3.1 Children3.2 Older3.3 Family3.4 Couple3.5 Adults

4.0 Market Positioning4.1 Product differentiation4.2 Service differentiation4.3 Channel differentiation4.4 People differentiation4.5 Image differentiation

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1.0 Introduction History of Cadbury

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5.0 Conclusion


g Market Segmentation

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2.0 Market Segmentation 2.1 Demographic

2.1.1 Age:people needs and wants change due to their age and thought about the product: involve price, quality of the product and it should fulfills the features of the required for customer satisfaction.

2.1.2 Gender: one gender may represent for larger share of company’s target market: each gender have own demands depends on their needs and wants

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Market Segmentation

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2.0 Market Segmentation2.1Demographic

2.1.3 Family size: the ideal family size around of our product market that will affect usage rate of consumer goods

2.1.4 Religion: key influences the sales of product in target area: product must be halal and can be purchase by every religion

2.1.5 Family life cycle: each stages in family life cycle have different amount need and wants based their marital status: young and single with no kids, young and married with kids

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Market segmentation

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2.0 Market Segmentation2.1Demographic

2.1.6 Occupation: influence their demands and buying decision process: making product which satisfies the needs of occupations: consumer may need high quality of product

2.1.7 Education: educated and uneducated consumer segments : every person have different level of education such as High school graduates, college graduates and so on: not classification their product based on education in order to have customer’s loyalty

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Market segmentation

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2.0 Market Segmentation2.2 Psychographic

2.2.1 Social life: upper class, middle class and lower class: purchasing power and motives of consumer depend on their social life such as their desire of the product: purchase product just for maintain their social life

2.2.2 Life style: target market consists of consumer’s activities, interest and their opinion about the product: include their achievers, believers, strivers, family, social, sporty, travel and education

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Market segmentation

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2.0 Market Segmentation2.2 Psychographic

2.2.3 Personality characteristics: used especially when there have competing goods

: can be sees through their habit, ambitious and soon

: consumer with the high self-esteem will give positive response to marketing that attract their ego and suitable image

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Market segmentation

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2.0 Market Segmentation2.3 Geographic

2.3.1 Density: works effectively in different areas of population density

: divided into rural, suburban and urban market segments

2.3.2 Regions: identify the preferences and needs of customers in a particular region, as per the weather conditions, lifestyle and culture

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Market segmentation

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2.0 Market Segmentation2.4 Behavioural

2.4.1 Knowledge: provided enough information regarding the products

: consumers would able to access to the information

2.4.2 Attitude: behavior of the consumers will react about the products: aware/ignore the existence of the products: purchase/reject the product

2.4.3 Product benefits: advantages that consumers would get from the products: products gives satisfaction and meets with their needs and wants

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Market segmentation

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2.0 Market Segmentation2.4 Behavioural

2.4.4 Price consciousness: set up a price vary or parallel to the competitor’s price to catch the consumer’s attention

2.4.5 Occasions: picked by the consumers that suits with their needs and wants and be their options to suits with any occasion

2.4.6 Brand loyalty: consumers remain sticks with our products even the competitor’s products are on sales: attractively tied up consumers with fit supply between consumer’s needs and wants

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Market segmentation

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2.0 MarketSegmentation2.4 Behavioural

2.4.7 Usage rates & user status

: heavy or light usages based on the needs and wants of the product

: first time, regular or potential customers

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Market tageting

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3.0 Market targeting3.1 Children

Age 3-15 Their favorite Fat Free Research by the Murdoch

Children's Research Institute in Melbourne on 200 with 0.25

OZ (1 oz= 28grams) Lower Blood Pressure and

Reduce the Risk of Cardiovascular disease

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Rafiq 10 mins


Age 16-25 Flexible Lifestyle Special Occasion and

Parties Women 91% Man 87 %

Market Targeting

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Like Page

Like PageWow!! Cadbury chocolate tastes awesome.

Like Comment

I agree bro

Lovely tastes

3.0 Target Marketing3.2 Adults

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b Market targeting

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3.0 Market targeting3.3 Couples

• Special Occasion (Valentine’s Day, Dating…)

• Chocolate contains tryptophan, a precursor of serotonin, which can help with depression

• chocolate can increase dopamine, a neurotransmitter associated with pleasure

• contains phenylethylamine (PEA) known as the 'love chemical (Sheri & Bob Stritof, 2009)

Chocolate makes a strong relationship

Like Page

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Market targeting

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3.0 Market targeting3.4 Family

What? A group of people who are related to

each other / blood relationsWhy ?1) Deeply care about the healthiness of family (based on NCA, chocolate is good for medical use)

2) To build a strong/close relationship between members (Based on NCA, lots of people from many countries give chocolate as a gift)

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Rafiq 10 mins


Who? About 60-65 years oldWhy?1) Known as Health Oriented Stage- use stevia instead of sugar. (based on wisegeek, n.d, stevia better than sugar)

2) Want to have a longer life(Based on G.Alexandra, n.d, Harvads study found organic compound called Flavanoids)

Market Targeting

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Older people like to eat chocolate???Like Comment

Erkkkk…

OMG!!!!!

3.0 Market targeting3.5 The Olders

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g Market positioning


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Hazween4.0 Market Positioning The way to position the product with

competitors

Positioning/ Differentiation

Product Differentiation Service

Differentiation

Channel Differentiation

Personal Differentiation

Image Differentiation

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Market positioning

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4.0 MarketPositioning4.1 Product differentiation

Is the process of distinguishing a product or service from others, to make it more attractive to a particular target market .

Design: have various design in purple and some combined with red color of plastics with the sign of chocolate appeared in front of it

Style: attractive and beauty

Performance: Flavors are produced when fresh milk, cocoa mass and sugar are cooked together in the first stages of the chocolate crumb making process give Cadbury Daily Milk its unique taste

Packaging: Chocolate boxes designs ranged from superb velvet covered caskets with beveled mirrors and silk lined jewel boxes to pretty boxes with picture on the lid.

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Market postioning

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4.0 Market Positioning4.2 Service differentiation

Its easier in products where the variables are tangibles but pretty different in case of services.

Quality

• Mixed with bean, sugar and other ingredients• provided a lot of vitamins A, B1, B3, B6, B12 and C• protein, iron, calcium, manganese, zinc, and folic

acid

Supply• Specific consumers and some festivals• Dairy Milk hold 30% value share of chocolate

market

Delivery• Small shops and supermarkets • National and international market

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Market positioning

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4.0 Market Positioning4.2 Service differentiation

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Market positioning

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4.0 MarketPositioning4.3 Channel differentiation

Channel differentiation Advertising Test – stimulating Promotion Marketing campaign

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Market positioning

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4.0 MarketPositioning4.4 People differentiation

Channel differentiation Hospitality Behavioural Courtesy Credibility Communication Responsiveness

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Market positioning

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4.0 MarketPositioning4.5 Image differentiation

Image Differentiation Image differentiation Symbol Motto Logo

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Consumer BehaviourMarket Segmentation, targeting & positioning.

5.0 Conclusion

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Market segmentation,targeting & positioning presentation

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Transcript of Market segmentation,targeting & positioning presentation