Post on 19-Dec-2015
Marketing – SegmentationMarketing – Segmentation
Marketing plan reviewMarketing plan review
Executive summaryExecutive summarySituation analysisSituation analysis
External analysisExternal analysisInternal analysisInternal analysisPrimary marketPrimary marketSWOT analysisSWOT analysis
Objectives and goalsObjectives and goals
Primary market analysisPrimary market analysis
MarketMarketPotential marketPotential marketAvailable marketAvailable marketQualified available marketQualified available marketServed marketServed marketPenetrated marketPenetrated market
Total population
Females 18-44
Females 18-44Who want a baby
Insured within10 miles
Actual patients
Total market demandTotal market demand
Total volume purchasedTotal volume purchasedDefined consumer groupDefined consumer groupDefined geographic areaDefined geographic areaDefined time periodDefined time periodDefined marketing environmentDefined marketing environmentDefined marketing programDefined marketing program
Estimating market demandEstimating market demand
Area analysisArea analysis
Suburb 1
Suburb 2
Suburb 3 Beechwood
BarringtonBabylon
Coe
Canton
Area analysisArea analysis
Suburb 1
Suburb 2
Suburb 3 Beechwood
BarringtonBabylon
Coe
Canton
Area analysisArea analysis
Suburb 1
Suburb 2
Suburb 3 Beechwood
BarringtonBabylon
Coe
Canton
Estimate total market salesEstimate total market sales
Estimate organization market Estimate organization market shareshare
Share of the total marketShare of the total marketShare of the served marketShare of the served marketShare relative to leading competitor(s)Share relative to leading competitor(s)
Forecasting future demandForecasting future demand
Buyer intention surveysBuyer intention surveysMiddleman estimatesMiddleman estimatesMarket testsMarket testsTime series analysisTime series analysis
An example…An example…
9,000 visits this year … wants next 9,000 visits this year … wants next July’s numbersJuly’s numbers
Long-term trend shows 5% growthLong-term trend shows 5% growthBusiness recession is expected next Business recession is expected next
year = 90% of expectedyear = 90% of expectedJuly is a below-average month July is a below-average month
(80%)(80%)
Statistical Demand AnalysisStatistical Demand Analysis
Q = f(XQ = f(X11, X, X22, .,X, .,Xnn))
Q = 350 + 40 SQ = 350 + 40 S11 – 75 S – 75 S22
SS1 1 = education level= education level
SS2 2 = age of center= age of center
Q = 350 + 40 (13) – 75 (4) = 570Q = 350 + 40 (13) – 75 (4) = 570
SegmentationSegmentation
Ways of segmenting the market …Ways of segmenting the market …Criteria of a good segmentCriteria of a good segment
IdentifiableIdentifiableAccessibleAccessibleInclined to buyInclined to buyAble to buyAble to buy
SegmentationSegmentation
Criteria of a good segmentCriteria of a good segmentProfitableProfitableDesirabilityDesirabilityConsistencyConsistencyAvailabilityAvailability
Approaches to segmentationApproaches to segmentation
Concentration or convergentConcentration or convergentMulti-segment or divergentMulti-segment or divergentUser-orientedUser-orientedProduct-usageProduct-usage
Group activityGroup activity
Segment the classroomSegment the classroom
Heuristics of segmentationHeuristics of segmentation
Consumerdescriptivecharacteristics
PsychographicsProduct lifestyleProduct benefit
Purchase &intentionBrandpreferences
ActualPurchasedecisions
Accuracy of prediction
Case study: Georgia Medical Case study: Georgia Medical PlanPlan
Situation Analysis Review…Situation Analysis Review…
Internal analysisInternal analysisCorporate goals and objectivesCorporate goals and objectivesGeneral company/service historyGeneral company/service historyOrganization chartOrganization chartMarketing experiencesMarketing experiencesMarketing resourcesMarketing resourcesManagement supportManagement support
Situation Analysis Review…Situation Analysis Review…
External analysisExternal analysisService/product usagesService/product usagesHeavy usersHeavy usersPrimary/secondary marketPrimary/secondary marketMarket shareMarket share
Situation Analysis Review…Situation Analysis Review…
External analysisExternal analysisAwarenessAwarenessMarket demandMarket demandPricingPricingDistribution/accessDistribution/access
Situation Analysis Review…Situation Analysis Review…
Comparative competitive analysisComparative competitive analysisSWOT analysisSWOT analysisOpportunitiesOpportunities