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Segmentation, Targeting and Positioning - Coggle Diagram

- - - - Psychographic
        
        Socail Class
        
        Lifestyles
        
        Personality
        
        Attitudes & Opinions
      - Benefits
        
        Needs
        
        Wants
      - Demographic
        
        Gender
        
        Income
        
        Age
        
        Education
        
        Family life cycle
      - Behavioral
        
        Occasion Segmentation
        
        Loyalty Segmentation
      - Geographic
        
        Region
        
        Areas with region
        
        Country
        
        State, city, neighborhoods, zip codes
      - https://blog.alexa.com/types-of-market-segmentation/
  - - - Derived from mission and current situation
      - Consistent with SWOT
- - - - Reachable
        
        Understand what it can do
        
        Recognize how to buy
        
        Know the product exists
      - Responsive
        
        React similarly to firm’s offering
        
        If firm can’t provide products/services to segment, it shouldn’t be targeted
        
        React positively to firm’s offering
      - Substantial
        
        Too small and it is insignificant
        
        Too big and it might need its own store
      - Profitable
        
        Market competitiveness
        
        Market access
        
        Market growth
      - Identifiable
        
        Who is in their market?
        
        Are the segments unique?
        
        Does each segment require a unique marketing mix?
  - - - Differntiated
      - Concentrated
      - Undifferentiated/Mass Marketing
      - Micromarketing/ One-to-one/ Customization
- - - - Market positioning
        
        Positioning Methods
        
        Symbol
        
        Competition
        
        Salient Attributes
        
        Value
      - Value proposition
        
        is the mix of
        
        Customer needs and wants
        
        Company offering
      - https://strategiccfo.com/market-positioning/