Market Segmentation

& Target Outline

Your Company Name

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Agenda
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Our Vision
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Our Team
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MARRY SMITH

ANITA SMITH

JESS SMITH

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PETER SMITH

TOM SMITH

ADAM SMITH

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About Us
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MARY SMITH

MARTIN SMITH

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SAM SMITH

HARRY PARKER

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Our Goal
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Market Segmentation Is
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01
The Analysis Of Total Demand In
Market into Its Constituent (Basic )
Parts

Market
Segmentation
So that Sets Of Consumers With
Distinctive Needs And Behaviors
Patterns Can Be Identified

02

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Objective Of Marketing Segmentation

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To Design A Marketing Mix That

Precisely Matches The Expectation
Of Customer In The Target
Segmentation

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Bases Of Segmenting The Market

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Demographic
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Behavioral
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Psychographic
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Geographic
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Geographic Segmentation
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Region
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City
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Density
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Climate
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Location Info Graphic

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World MAP

USA MAP

40%

25%

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Demographic Segmentation
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Age
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Education
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Family Size
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Religion
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Gender
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Nationality
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Income
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Occupation
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Psychographic Segmentation
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Lifestyle
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Personality
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Social Status
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Behavioral Segmentation
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Knowledge
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Usage

Attitude
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Occasion
Loyalty

Use
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Benefits

Response
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Behavioral Segmentation
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Needs And Benefits

Decision Roles

User And User

Related Variables

01

02

03

o
o

Need Based
Benefit Based

o
o
o
o
o

Initiator
Influence
Decider
Buyer
User

o
o
o
o
o
o
o

Occasion
User Status
User Rate
Buyer Readiness
Stage
Loyalty Status
Attitude
Multiple Bases

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Breakdown Of Behavioral Segmentation

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Target
Market

Unaware

Aware

Not Tried

Negative
Opinion

Neutral

Tried

Favorable
Opinion

Rejecter

Not Yet
Repeated

Loyal To
Other Brand

Repeated

Switcher

Light User

Loyal To
Brand

Regular
User

Heavy User

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Factors That Affect Market Segmentation

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Clear Identification
Of The Segment

Accessibility Through
Promotional Efforts

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Factors That
Affect Market
Segmentation
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Measurability Of
Its Effective Size

Appropriateness To
The Policies And
Resources Of The
Company

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Benefits And Importance Of Market Segmentation

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Avoid The Markets Which Are Unprofitable And Irrelevant

Promising Segments Only.

02
Advertising Media Can Be More Effectively Used.

04
Market Segmentation Offers Special Benefits To Small
Firms.

06

01
Market Segmentation Facilitates
Products With Consumer Needs.

The

Matching

Of

03
Market Segmentation Facilitates The Selection Of The
Most Suitable Market.

05
Utilize The Available Marketing Resources Effectively
Target Group Is Identified At The Initial Stage Only.

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Segmentation Variables
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Demographic

Operating
Variables

Purchasing
Approaches

Situational
Factors

Personal
Characteristics

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Demographic Segmentation
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Industry- Which Industry Should We Serve

Company Size- What Size Companies Should We Serve
Location- What Geographical Areas Should We Serve

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Operating Variable
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Technology What Consumer

Technologies Should We Focus On

Operating
variable

User Or Non User Status

Should We Serve Heavy Users,
Medium Users, Light Or Non Users

Customer Capabilities Should

We Serve Customer Needing Many Or Few
Services

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Purchasing Approaches
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Nature Of Existing
Relationship:
Should We Serve Companies With
Which We Share Strong Relationship
Or Go For The Companies We Desire?

02

01

Purchasing Function
Organization:
Should We Serve Companies With A
Highly Centralized Or Decentralized
Purchasing Organization?

03

Power Structure:
Should We Serve Companies Which
Are Engineering Oriented Or
Financially Oriented So On ?

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Situational Factors
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Urgency

Should We Select Those Companies Which Need

Quick And Sudden Service And Delivery?

Specific Application

Should We Focus On Certain Applications Or All

Applications?

Size Or Order

Should We Focus On Large Orders Or Small

Orders?

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Personal Characteristics
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Personal
Characteristics

Loyalty

Should we serve those

companies which show
high loyalty to their
suppliers?

Attitude

Should we serve those

companies which show
high loyalty to their
suppliers?

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Market Targeting
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MARKET
TARGETING
Market targeting refers to picking a
specific group or small set of groups
to which a nosiness will advertise.

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Purpose Of Market Targeting

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The main reason an organization uses MARKET TARGETING is to give

more power to its brand. Organizations also use these method when they want to
get an idea of how much of something they will sell.
Estimates related to sales sometimes are necessary in order for a business to get
initial financing from banks or investors.

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Approaches Of Market Targeting

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Undifferentiated
Approaches

Sales Growth That Ignores Market

Segment Differences And Attempts To
Appeal To All Prospective Customers With
A Single Basic Product Line Through Mass
Advertising And Distribution Also Called
Mass Marketing Example.

Differentiated
Approaches

A Sales Growth Strategy In Witch Several

Market Niches Or Population Segments Are
Targeted With Different Products For Each
Niche Or Segment.

Concentrated
Approaches

Growth Strategy In Which Resources Of A

Firm Are Focused On A Well Defined Market
Niche Or Population Segment.

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Product Positioning
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Competitor Claims

Product Features

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Pricing

IMC Mix

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Media Reviews
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Packaging
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Our Plan
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01

02

03

04

05

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Our Products At Glance

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Financials
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After Effect

80%
3Ds Max

30%
Photoshop

70%
Illustrator

90%
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Financial Highlights
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3.4%

7.5%

10.1%

$832.5M

$435.2M

$721.8M

01

02

03

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needs and capture your

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Our Research Results

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3
2

0
Jan

Feb

Mar

Apr

2014 2015 2016 2017 2018

May

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4
6

3
2

0
2014 2015 2016 2017 2018

2014 2015 2016 2017 2018 2019 2020 2021

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33

Our Market Research Plan

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Activities

Jan

Feb

Mar

Apr

May

Activity1

01

Activity2

02

Activity3

03

Activity4
Activity5

04
05

Activity6

06

Activity7
Activity8
Activity9

07
08
09

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Our Customers
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Our Elevator Pitch

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01

02

03

04

05

06

07

Connectivity

Chemistry

Creativity

Impact

Know- How

Drive

Attention To
Detail

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Why Customers Buy From Us

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Commitment

Innovation

Loyalty

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Customer
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Quality
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37

Our Positioning
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Your Text

Your Text

Your Text

03

01

Your Text

Your Text
02

Your Text

Your Text
Your Text

Your Text

Your Text

Your Text

Your Text

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38

Our Product Vs. Competition

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Comparison
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PUT TEXT HERE

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Step 1

85%
25%

80%

40%

Step 2

50%

35%

Step 3

45%

75%

Step 4

65%

Step 5

20%

Step 6

25%
60%

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40

Why Were Better

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41

Sales Segmentation Strategies

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Identify A Competitive
Advantage

Tailor And Effective

Marketing Activities

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01

07

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Market
Segmentation

Increased Customer
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06

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Develop Marketing
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Increased
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Effective Use Of
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Positioning

05
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02

Target
Marketing

03

Positioning &
Differentiation
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Stimulates Innovation
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Mind Mapping
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Communicate
Prepare

Create

Think

Manage

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Strategic Planning Exercises For Groups

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Visioning Exercises
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Values Voting
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05
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Stakeholder Analysis
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SWOT Analysis
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02
01

Group Strategy & Goal

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4 Layered Venn Diagram

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Net Promoter Score Matrix Diagram

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Customer Quality Index

20%

Grow Market
share

Market
Expansion

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51%

25%

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Customer
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Cross
Selling
15%

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Price

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Project Consulting Services

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Project
Management

Project Team
Meeting

Strategic
Alignment And
Selection

Project Portfolio
Management

Organizational
Project
Management

Steering Group
Meeting

Reporting Of
Progress

Project
Consulting
Services

Project
Files

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Time Line
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Global Marketing Team

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Flow Chart For Activity Process Expenses

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Searching Customers
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OPTION
OPTION

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OPTION

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Sales Funnel Diagrams And Pipeline Process Chart

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Proposal Delivered & Negotiation

Initial Contact Made
Sales Readiness Qualification
Needs Discovery / Education
Presentation

Marketing
Prospecting

Customer

Best Few
Won

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Target Marketing
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and capture your audience's attention.

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Newspaper
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BUSINESS NEWS
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Quotes
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your needs and capture your audience's attention.

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MARRY TRUMP

DONALD TRUMP

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Social Networking Team

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Anita Smith
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Tom Doe
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Johan Carol
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Marry Jackson
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Marketing Dashboard
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20%

Option - A
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50%

Option - B
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80%

Option - C
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THANK YOU
for listening

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58

Download this deck as an Editable

PowerPoint Presentation on SlideTeam

You can download this complete deck from www.slideteam.net -> 'Complete Decks' -> Market
Segmentation And Targeting
62