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    Target Customer

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    Shishir N V
    The document discusses market segmentation and targeting for services. It explains the key steps as identifying bases for segmentation, developing profiles of resulting segments, measuring segment attractiveness, selecting target segments, and ensuring segment compatibility. Some bases for segmentation include geographical, demographic, psychographic, and volume segmentation. The targeting process involves evaluating segment size, growth potential, and structural attractiveness relative to company objectives and resources. Positioning is also important to draw attention and influence consumer decisions. McDonald's is highlighted as creating a panel of mothers to do research and share information to better understand consumer needs.

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    © All Rights Reserved
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    Target Customer

    Uploaded by

    Shishir N V
    99 views20 pages
    The document discusses market segmentation and targeting for services. It explains the key steps as identifying bases for segmentation, developing profiles of resulting segments, measuring segment attractiveness, selecting target segments, and ensuring segment compatibility. Some bases for segmentation include geographical, demographic, psychographic, and volume segmentation. The targeting process involves evaluating segment size, growth potential, and structural attractiveness relative to company objectives and resources. Positioning is also important to draw attention and influence consumer decisions. McDonald's is highlighted as creating a panel of mothers to do research and share information to better understand consumer needs.

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    Target customer VTU MBA study material

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    target customer

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    The document discusses market segmentation and targeting for services. It explains the key steps as identifying bases for segmentation, developing profiles of resulting segments, measuring segment attractiveness, selecting target segments, and ensuring segment compatibility. Some bases for segmentation include geographical, demographic, psychographic, and volume segmentation. The targeting process involves evaluating segment size, growth potential, and structural attractiveness relative to company objectives and resources. Positioning is also important to draw attention and influence consumer decisions. McDonald's is highlighted as creating a panel of mothers to do research and share information to better understand consumer needs.

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    99 views20 pages

    Target Customer

    Uploaded by

    Shishir N V
    The document discusses market segmentation and targeting for services. It explains the key steps as identifying bases for segmentation, developing profiles of resulting segments, measuring segment attractiveness, selecting target segments, and ensuring segment compatibility. Some bases for segmentation include geographical, demographic, psychographic, and volume segmentation. The targeting process involves evaluating segment size, growth potential, and structural attractiveness relative to company objectives and resources. Positioning is also important to draw attention and influence consumer decisions. McDonald's is highlighted as creating a panel of mothers to do research and share information to better understand consumer needs.

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    of 20

    Target Marketing in Service

    STP- Segment, Target ,Position


    Identify Markets –with unsatisfied needs


    Determining Market segmentation –Similar kind of people with unsatisfied need


    sare grouped in single segment


    Selecting a market to Target

    Evaluating the attractiveness of each segment


    Selecting the target segments



    Positioning through Marketing Strategies

    Identifying possible positioning concept


     for target marketing


    Select develop and communicate

    positioning concept

    Market segmentation in service

    Requirement for effective Segmentation :


    Distinctiveness: different from others


    Measurable Segment :Possible to measure the size



     Sustainable Size of the Segment :Large enough
     so that marketer can
     invest thus cost of creation of unique service
     and investment must
     be justified by the size of anticipated demand
     Accessibility: should be capable of reaching easily
     Actionable :Help marketers to develop
     effective marketing program
    Basis of Segmentation
    Geographical Segmentation :Eg:Tour

    Demographic segmentation :Museam, hotels Coffee day


    Psychographic Segmentation :

    Life style analysis


    Social class

    Personality

    Volume Segmentation :

    Heavy usage

    Medium usage

    Light usage

    Non-user

    Process of Service Marketing Segmentation
    Identify Bases for Segmenting Market :

    Grouping customer who share common characteristics eg: Weight training fitness

    program for adults ,Abacas class for 1st to 7th standard ,Coaching for PUC students
    Developing Profile of Resulting Segments :

    In this stage it is clearly understood how and whether the segment differs from each

    other in profile
    Develop Measures of segment Attractiveness :

    The size and purchase power has to be evaluated


    Select the target Segments: firm decide whether serving the


    segment is consistent with companies objective and resource :


    Ensure that the target Segments are Compatible :

    Seeing how the use the service



    Market Targeting in service
    Targeting is essential part of marketing because of its ability to

    group customers with similar needs and serve them in individual


    level eg: Beauty treatment for beauty conscious people
    Basis of targeting :

    Segment size and growth potential


    Structural Attractiveness

    Company objectives and Resource



    Targeting Strategies
    Undifferentiated marketing :focuses on basic buyers needs rather than

    difference among buyers


    Differentiated marketing

    Concentrated marketing

    Positioning :

    Positioning is required right from drawing consumer attention to influencing


    the consumer to take a positive decision


    Steps in Market Segmentation and
    Targeting for Services

    STEP 1: STEP 2: STEP 3: STEP4: STEP 5:


    Identify Develop Develop Ensure that
    Bases for Profiles of Measures Select the Segments
    SegmentingResulting of Segment Target Are
    the Market Segments Attractive- Segments Compatible
    ness
    McDonald’s Creates Health-Conscious Panel to
    Do Research and Pass it On

    Mom's Quality Consultants at McDonalds


    Women, especially moms, tend to get information


    and form opinions by talking with others


    Selected 6 moms to bring “fully inside the

    company”—to visit restaurants, processing plants,


    orchards, and test kitchens
    Will keep an online journal for 3 months

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