Professional Documents
Culture Documents
CUSTOMER ANALYSIS
Market Segmentation
A technique that involves breaking down or building up of potential buyers into groups, which are called market segments.
Each segment possesses a homogeneous characteristic that relates to its purchasing behavior and response to a marketing program. Market segmentation arose because an organization cannot be all things to all people.
CustomerCharacteristi cs
ProductRelated Approaches
Basis of segmentation
Customer characteristics: Age: Colgate toothpaste (adults and children) Gender: Nike woman Income: A, B, C etc Lifestyle: conservatives, hippies etc Occupation: Professionals, Blue collar etc Geographic Location: Urban, rural etc Product-Related Approaches User type: Appliances (Home owner vs Remodeler vs Decorator etc) Usage Rate: Heavy/Medium/Light Usage Loyalty: Hard-core vs Somewhat vs Switcher Usage Status: Non-users, potential users, first-time users, regular users Price sensitivity: Hyundai versus Mercedes
Segmentation by Age
Segmentation by Gender
SEGMENTATION BY INCOME
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Consumers are classified on income levels and different products/services are offered to each segment
Neiman Marcus Visa Signature Card and American Express Centurion Card
Family dollars, Wal-Mart, dollars general When family-dollar real estate experts search for new locations, they look for lower-middle class neighborhoods where people wear less expensive clothes
Types of Usage:
Different
in cosmetic
80/20 Rule: 20% of your customers generate 80% of your sales Burger King:
Super-fans aged 18 to 34 They are 18% of the stores customers and deliver 50% of all customer visits where they frequent burger king 16 times per month Developed a Monster Burger campaign claiming eat like a man, man
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Loyalty:
Hard-core Loyal: repeatedly use the same provider Somewhat Loyalists: loyal to 2 or 3 brands of a given product or favor one brand while sometimes buying others Switchers: constantly trying different products/services Apple loyalty (Macolytes) versus Microsoft loyalty
Computers:
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New parents are potential users of baby products P&G acquires lists of parents-tobe or baby showers and target them with product samples for pampers and other baby products to capture a share of future purchases
Henry Ford, when he first introduced the Model T, was quoted as saying:
You can have any color car you want as long as it is black
Mass marketing means developing the marketing mix to appeal to the largest number of people possible with the underlying assumption that everyone wants more or less the same thing
cost Limitation limited usefulness due to the large differences in demands of the consumer market
Advantage
Segmented Marketing
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The company divides the market into segments (similar groups with distinct needs, characteristics or behaviors who might require separate products or marketing mixes) and designs separate offers for each segment.
Segmented Marketing
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Estee Lauder: Creates differentiated brands that serve the needs of different segments:
Original Estee Brand (Original Blue and Gold Packaging ): Targets older baby boomers Clinique(Most popular brand stressing free trials, makeovers and gifts offers): Targets younger to middle-aged working women and moms MAC: for the young fashionforward woman using Pamela Anderson in ads Stila Line: for the younger and trendy generation featuring lots of shimmer and unique packages and clever containers
Concentration Marketing
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Example:
Technology: Apple
Once had a 13% market share in the PC market but now it only holds a 2% share Instead of competing with other PC makers in the price war, they focused on research and development making itself a trendsetter in the business When they introduced the iPod, they captured >70% of the music download market
Micromarketing
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2-Customer motivations
Motivations can be many therefore group them to groups and assess importance Then identify the motivations that will play a role in your strategic decisions
Motivation
Business
Reliable service Convenient schedule Easy-to-use central airports Frequent flyer program Price Feasible schedule Connecting Flights
Vacationer
Customer Segment
Weight-conscious / Health conscious Different ethnic groups / Individuals who want variety Working People
INTERNAL ANALYSIS
Customer Satisfaction
Product/Service quality
Brand/Firm Associations
Manager/Employee Capability/Performance
QUESTION MARK
???
CASH COW DOG
LOW HIGH
RELATIVE MARKET SHARE
LOW
QUESTION MARK
Increase shares: Will become a Growth Strategy star thus invest in SBU (More investments for growth Or Eventually turn to cash cows Maintain such shares: will become when MK GW ) dogs thus divest the SBU
CASH COW
Maintenance Strategy (No investment Just Milk the cow) HIGH
RELATIVE MARKET SHARE
DOG
Divest Or Examine for compensating factors
LOW
? QUESTION MARK
A. Nursing Home B. Surgery department C. Emergency department D. Occupational Health Clinic
CASH COW
C A
DOG
G H
HIGH
LOW
RELATIVE MARKET SHARE
Projected (5 years)
MARKET ATTRACTIVENESS
AVERAGE Selective
Invest heavily Seek attractive new segments to supply strength
WEAK Protect/Refocus
Defend strengths Refocus to attract segments Evaluate industry revitalization Monitor for harvest or divestment
Challenge
Build on strengths Define leadership implications Avoid weaknesses
Prime
Segment market Make contingency plans for vulnerability
Opportunistic
Ride market and maintain overall position Seek niche markets Seek opportunity to increase strength Invest through maintenance levels
Opportunistic
(Preserve for Harvest)
Act to preserve or boost cash flow And catch sales OR Prune product lines ad minimize investment
Harvest or Divest
Exit from market or prune product lines Maximize present values Concentrate on competitors cash generators
DECISION TREE
Decision tree
A decision tree (or tree diagram) is a decision support tool that uses a tree-like graph of decisions and their possible consequences. Decision trees are commonly used in operations research, specifically in decision analysis, to help identify a strategy most likely to reach a goal.
Decision nodes - commonly represented by squares Chance nodes - represented by circles End nodes - represented by triangles
Start by assigning a cash value or score to each possible outcome. Make your best assessment of how much you think it would be worth to you if that outcome came about. Next look at each circle (representing an uncertainty point) and estimate the probability of each outcome. If you use percentages, the total must come to 100% at each circle.
Where you are calculating the value of uncertain outcomes (circles on the diagram), do this by multiplying the value of the outcomes by their probability. The total for that node of the tree is the total of these values.
Class exercises
1.
Give an example for a company/industry for each type of targeting: User type, Usage Rate, Usage Loyalty, Usage Status, Price sensitivity Give an example for a company for each type of targeting (mass, differentiated, concentrated, micromarketing).
1.