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Transcript
SEGMENTATION
By
Elisante Ole Gabriel (Tanzania)
Chartered Marketer
[email protected], www.olegabriel.com
+255-784-455-499
What is Segmentation?
 This
is a process of grouping customers with
homogeneous needs for the sake of offering them a
better service.
Target marketing involves the following:
 Identify distinct groups (Segmentation), select one
or more (Targeting), Communicate your CA
(Positioning) = STP
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2
Levels of Segmentation
 Mass
Marketing: The marketers engages in Mass
production, Mass distribution and mass promotion
= Eco of scale & scope
 Segment Marketing: A process of grouping
homogeneous needs. A marketer does not create a
segment but but identifies and manages.
 Niche,Local & Individual customer marketing.
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3
Patterns of Segmentation
 Homogeneous
preference: All consumers roughly
has the same preference, eg change to two years of
MBA.
 Diffused preferences: Preferences scattered all over
the place
 Clustered preferences: Small subgroups
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4
Bases for Segmentation
 Geographical
factors
 Demographic (Sex, Age, family size, income,
Education, religion, etc)
 Psychographic factors: Lifestyle, personality or
values. People within the same demographic group
can have different psychographic profiles.
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5
Finally
The concept of Product life cycle
(PLC)
 What
is this concept about
 Stages
 Relationship with BCG
 Critiques of PLC, connected to BCG
 The concept of profitability in PLC
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