Marketing – Segmentation. Marketing plan review Executive summary Executive summary Situation...

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

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


External analysisExternal analysisService/product usagesService/product usagesHeavy usersHeavy usersPrimary/secondary marketPrimary/secondary marketMarket shareMarket share


External analysisExternal analysisAwarenessAwarenessMarket demandMarket demandPricingPricingDistribution/accessDistribution/access


Comparative competitive analysisComparative competitive analysisSWOT analysisSWOT analysisOpportunitiesOpportunities

Marketing – Segmentation. Marketing plan review Executive summary Executive summary Situation...

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