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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 5/24/2017 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. 5/24/2017 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 5/24/2017 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. 5/24/2017 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 5/24/2017 6