Please enable JavaScript.

Coggle requires JavaScript to display documents.

STP process (successful segmentation (Accessibility (both the product…

- - - - spread risk to survive in highly competitive market
    - - cost on time and financial
      - increase cost to manage multiple marketing mix
  - - - cost down since one marketing mix
      - resource concentrate lead strong position
    - - no fallback position
      - competitors
  - - - low cost with one marketing mix and no deep research
- - - - organisation characteristics
        
        usage rate
        
        better make relationship with a single head user (special delivery, price)
        
        light user (small quantity)
        
        location
        
        heavy geographical based industries (shipbuilding)
        
        small flexible manufactures (in technology park)
        
        size
        
        big company have complex formalised decision making process
        
        small organisation take centralised decision structure
      - product or service application
        
        define the ways the product is used by the buyer
        
        e.g. glass can be packaging, architecture, motor industry
    - - bases
        
        management philosophy
        
        decision making structure
        
        purchasing policies and strategies
        
        needs and wants
      - sources
        
        published sources, past experience
  - - - usage rate
        
        put all resource to defend heavy user?
        
        target competitor's heavy user to make our light user heavier
        
        develop differentiated products for different usage rates
      - Loyalty
        
        understand which segment is significant
        
        e.g. heavy users but also brand switcher, better invest tightly marketing mix to turn them into loyal heavy user
      - Benefits sought
        
        link to demographic and psychographic segments
        
        e.g. practical (reliable, cheap, fit in family members) emotional (environmental friendly, social status symbol)
      - attitude
        
        feel about the product
        
        e.g. to hostile smoker can use fear (think about your kids) in health education
      - end use
        
        snack soup or dinner party starter soup
      - the buyer-readiness stage
        
        use promotional mix to stimulate action
    - - lifestyle segmentation
        
        increase relevance and dependability against competition
        
        for psychological products (perfumes)
        
        enhance current lifestyle or help achieve aspirations
        
        refine further the offering to customer
      - category
        
        Interest
        
        what is important to customer
        
        Opinion
        
        individual view of future
        
        activities
        
        interest hobbies during work, shopping holiday
        
        demographics
    - - defines type of neighbourhood, and people within it
      - e.g. location for new retail outlets
      - analysis of people by where they live
    - - age, gender, race, income, occupation, social status, family structure, body size(obesity)
      - clear profile for marketing strategies (age profile for advertising media)
    - - location (retail)
    - - more common to use multi segmentation approach
- - - - easier meets their needs and satisfaction of feeling
    - - efficient allocation of resource
      - build competitive edge in marketing mix
      - get customer loyalty
- - - - performance, quality, durability, style
    - - delivery, installation, repair, consulting
    - - hiring, training, customer focused
    - - reflect the soul of company