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Topic E: Marketing segmentation and Targeting - Coggle Diagram
Topic E: Marketing segmentation and Targeting
Market segmentation
Business
Demographic
Company size
Type of industry
Geographic
Behavioural
Benefits sought
Loyalty
User status
Purchasing approaches
International
Geographical
Economic
Political-legal
Cultural
Consumer
Demographic
Age and life-cycle
Gender
Family size and life cycle
Income
Education
Religion
Psychographic
Personality
Social classes
Lifestyle
Geographic
Climate
Continental climate
Population density
Behavioural
Usage segmentation
Light
Medium
Heavy
User status segmentation
Benefit segmentation
Occasion segmentation
Loyalty status segmentation
Completely loyal
Somewhat loyal
No loyalty
MASDA
Substantial
Differentiable
Accessible
Actionable
Measurable
Market targeting
Evaluate segmets
Competition
Fit
Size
Profitability
Marketing strategies
Differentiated (segmented)
Targets several segments
Adv: More sales
Separate offer
Dis: Higher costs
Concentrated (niche)
Large share of 1/few
Adv: Ideal for small companies
Dis: Higher risks, attractive for competitors
Undifferentiated (mass)
One for all
Ignores segments
Adv: Saves money
Dis: Customer satisfaction - LOW
Micromarketing
Local
Adv: Customisable - high staisfaction
Individual
Dis: Higher costs, logistics problems
Differentiation and Positioning
Differentiation
Superior customer value
Service diff.
Image/Brand diff.
Product diff.
Price diff.
Location diff.
People diff.
Dis: Expensive, risk of copying
Adv: Stronger brand loyalty, charge premium
Positioning
Defined - attributes - minds
Positioning maps
Positioning strategy
More for less
The same for less
More for the same
Less for much less
More for more