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Social Marketing STP Process, Footwear Market Segmentation, J KIRON…
Social Marketing STP Process
Footwear Market Segmentation
Targeting customers that seek custom footwear or to repair damaged footwear
Product Positioning
Develop detailed product positioning for selected segments
Develop a marketing mix for each selected segment
Product
Price
Place
Promotion
Decide on the Optimal Marketing Mix
Informed By
Competitor analyisis Internal analysis
There is little to no competition for this type of product/service, especially in Tamilnadu
Informs
Core brand proposition
Online value proposition
Lifecycle brand development
Proposition messaging
Evaluate potential and commercial attractiveness of each segments
The cobblers get a sustainable livelihood
Customers get a special service that is not provided by many
Select one or more segments
Informed By
Demand analysis
For repair of damaged footwear
Custom footwear for special needs
Informs
Select online targeting
College students who are on social media
Target segments
Patients with complications in their feet
People ready to spend money for restoration
Online revenue contribution
Customer Lifecycle targetting
Identify bases for segmentation
Psychographic Segmentation
Demographic Segmentation
Geographic Segmentation
Behavioural Segmentation
Determine important characteristics of each market segment
Spending habits
Loyalty to brand
Lifestyle
Browsing habits
Interactions with the brand
Purchasing habits
Age
City/Region
Informed By
Market research and analysis of customer data
College students
Middle-class parents
Patients who need custom footwear
Consumers who want to repair their expensive footwear
Informs
Market segment definition
Persona development
Customer experience requirements
Customized footwear
Special requirements for their medical issues
Restoration of their old damaged footwear
J KIRON 18BEC1150