McDonald in Middle East offers any
kind of meal that is chicken or beef
McDonald in New Zealand, offers
KiwiBurger. Kiwi is a local basic food to
Main idea to serve coke is when it is
cold so Coca-cola focuses on hot areas
of the world. .
12. Demographic Segmentation
Divides the market into groups
based on variables such as age,
gender, family size, family life
cycle, income, occupation,
education, religion, race,
generation, and nationality.
fall in different
social classes. This
depends mainly on
their buying power.
The buying power is
affected by the
background of the
income as well as
his spending habits.
Personality in psychographic
segmentation is dependent on both –
lifestyle as well as social class. A person
will have a rich personality only if he has
high buying power as well as the taste in
clothes to maintain such a lifestyle.
Dividing a market
buyers get the idea
to buy, actually
purchase or use the
Dividing the market into
groups according to the
different benefits that the
consumers seek from the
Requires finding the major
benefits people look for in
the product class, the kinds
of people who look for each
benefits and the major
brands that deliver each
27. User Usage
• Markets can be • Markets can also
segmented into be segmented into
groups of nonusers, light, medium and
users, first time users
and regular users of a users
32. Marketers can use MyBestSegments to guide
marketing campaigns and media strategies
for specific market segments by answering:
Who are the potential
What are they like?
Where can I find them?
How can I reach them?
33. Examples of PRIZM
•“Blue blood estates” – suburban areas
populated by elite, super-rich families.
•“shotguns & pickups” - populated by rural
blue-collar workers & families.
•“hispanic mix” – cluster are highly brand
conscious, quality conscious and brand loyal.
•“money & brains” – they buy a lot of
39. Evaluating Market
Segment Size and Growth
Analyze current segment sales, growth rates,
and expected profitability.
Segment Structural Attractiveness
Consider effects of: competitors, existence of
substitute products, and the power of buyers &
Company Objectives and Resources
Examine company skills & resources needed
to succeed in that segment.
Offer superior value and gain advantages over
40. Selecting Target Market
consists of a set of
buyers who share common
needs or characteristics
that the company decides
Practice of tailoring products &
marketing programs to the needs and
wants of specific individuals and
locations. Tailoring brands
and promotions to the needs and wants
of local customer groups—cities,
neighborhoods, specific stores.
Individual Marketing: Tailoring
products and marketing programs to the
needs and preferences of individual
46. Choosing a Target Marketing
Product’s Life-Cycle Stage
Competitors’ Marketing Strategies
47. Socially Responsible Target
Smart targeting helps both companies
Target marketing sometimes generates
controversy and concern.
•Vulnerable and disadvantaged can be
•Cereal, cigarette, beer, and fast-food
marketers have received criticism.
•Internet has raised fresh concerns about
potential targeting abuses.
51. Choosing a Positioning
#1 Identify a
set of possible #2 Choose the right
competitive advantages on competitive advantages
which to build a position
#3 Select an overall
Notes de l'éditeur
For small income, Coke has small returnable glasses price ranges from P7-12. For middle people, it has non-returnable bottle. For high income people, it has Coke Tin.