Segmentation, Targeting, and Positioning

The Three Major Steps in Target Marketing

Bases for Segmenting Consumer Market

Geographic Segmentation Demographic Segmentation Psychographic Segmentation Behavioral Segmentation

Geographic Segmentation

Localize 4P to fit the needs of individual regions Starbucks, Home Depot, and Wal-Mart KFC in Japan: mash potatoes, fried fish and smoked

chicken. McDonald’s in Taiwan – 米堡 南部：搏感情、俗擱大碗；北部：愛嚐鮮、感時髦。

World region or country, country region, city or metro size, density, or climate

Cultivate as-yet untapped geographic territory, e.g. Hampton Inns, IS Coffee → 科學園區廠商 .

Geographic Segmentation

康師傅 麗嬰房

中國市場太廣闊，人文、消費習性、所得差異非常大，南北溫差甚至達數十度，換季時間有大幅度差別。

將中國市場劃分成華東、華南、華中、華北、西南和東北六個區域，以反應這些區域對童裝顏色、款式、質料的偏好差異。

捷安特 大陸 → 民生必需品（耐久財）→ 少樣多量 歐美 → 運動休閒品（消費財）→ 多樣少量

Case: 拉昆特旅館 目標顧客：小生意人。 經營概念：高品質（跟 Holiday Inn 一樣好），中價位（約便宜 3 成）

大部分旅館和汽車旅館的餐廳都賠錢且囊括 95%客戶投訴。

不設置餐廳、廚房、結婚禮堂和會議室。 規劃較小空間的會客大廳。 位置：深入商業區，或政府機關、醫院及工商綜合區附近。

Local Marketing

The marketing programs are tailored to the needs and wants of local customer groups.

Local marketing is particularly important in countries with strong regional differences, e.g. China.

Drawbacks Reduce economics of scale Logistical problems Dilute a brand’s overall image, e.g. Matsushita

( 松下 ).

Case: 紐西蘭奇異果 ZESPRI

全球市佔率： 28% 。 將巨無霸奇異果輸往日

本，而將一般大小的奇異果則輸往歐洲。因為日本人喜歡大粒、外觀漂亮、吃起來過癮的奇異果。

黃金奇異果：在日本以「甜」為訴求，在台灣則以「營養」為訴求。

Interesting Local Marketing

Demographic Segmentation

Age and life-cycle stage Gender Income Race Occupation Education Religion Nationality Social class

Demographic Segmentation – Age and Life-Cycle

Consumer needs and wants change with age, e.g. Sony → walkman for children, Coca Cola → Qoo, 克寧 → 銀養奶粉 , 善存 → 銀寶善存 .

Companies marketing to mature consumers usually employ positive images and appeals, e.g. Olay ProVital.

Generation, e.g. Generation X, 草莓族 . Age is often a poor predictor of a person’s life cycle. Life stage, e.g. marriage, the first child, or the first job

etc..

Demographic Segmentation – 老年人市場 戰後嬰兒潮世代 (1946~1964 出生者 ) 是目前全球人數最

多的一個世代，全球至少有兩億人，而在未來的 5~25 年間，這批人潮將陸續步入老年 (65 歲 ) ；預估到 2050 年，中國高齡人口將佔總人口的大約 30% ，而義大利、德國、日本等以開發國家的高齡化程度甚至超過 35% 。

Examples 英國 Vodafone推出體積龐大、外型平實且操作方便的簡易型手機。 日本 7-11推出低熱量、少份量的健康概念便當，以烤或蒸的料理

來取代油炸的料理。 美國福特汽車公司的產品研發部門為模擬老人行動，發明了「老

人裝」 (third-age suit) 。

Demographic Segmentation – Gender

Gender segmentation has long been used in clothing, cosmetics, toiletries, and magazines.

Examples Mandom → men’s cosmetics 克補 , 普拿疼舒經熱飲 , 台新銀行玫瑰卡 (Lady’s

Card), 雀巢奶粉

Demographic Segmentation – 女性市場 NFL’s Super Bowl

The 30 million or more women who watch the average Super Bowl make up more than 36% of the game’s audience.

Advertisers know that these women influence 80% of all household consumer purchase.

Women now account for almost half of all NFL-licensed merchandise purchase.

A growing number of Web sites also target women, e.g. PayEasy.

Demographic Segmentation – Income

Automobiles, boats, clothing, cosmetics, financial services, and travel

Examples – L’Oreal, Dell → Smart PC $575. Many companies sell products to

consumers spanning several income levels. Shiseido: (1) Ettusais (艾杜莎 ); (2) IPSA, and

(3) cle de peau (肌膚之鑰 ). Levi Strauss: (1) Levi Strauss Signature ($23) →

Wal-Mart; (2) Type 1 ($65) → Macy’s; (3) Levi Red ($150) → Barneys.

Demographic Segmentation – 低所得市場 Despite their lower spending power, the

nearly 1/3 of the nation’s households that earn less than $25,000 per year offer an attractive market.

Examples – Greyhound Lines, Dollar General, Family Dollar.

Case: 五分錢戲院 (nickelodeon)

Harry Davids 於 1905創設於賓州匹茲堡當然一般美國家庭平均週薪只有 12 美元，但看歌劇約須 2 美元，即便雜耍表演也須 50 分。

五分錢戲院以勞工群眾為目標顧客，地點選在租金便宜的勞工階層地區，擺設僅長板凳與銀幕。

每天觀賞人數： 7000 人 (1905) → 200萬人 (1907) → 700萬人 (1914, 年營業額 5 億 )

節錄自藍海策略

Demographic Segmentation – Race

Mattel’s Barbie: Christie (1968) – African, Theresa (1988) – Latina, and Kira (1990) – Asian.

Hallmark’s Mahogany 客家人 , 原住民 , 新住民 .

An easily identifiable demographic group An easily identifiable demographic group which is often targeted by marketers is which is often targeted by marketers is college students. Do you think this is college students. Do you think this is influenced more by a common economic influenced more by a common economic status of the target group, geographic status of the target group, geographic concentration of a specific concentration of a specific age group, or some age group, or some other factor(s)? other factor(s)?

Psychographic Segmentation

Lifestyle A person’s pattern of living in the world as

expressed in activities, interests, and opinions. E.g. LOHAS, SOHO 族 , 雅痞 , 夜貓族 . IKEA – 北歐、鄉村或現代等風格； HOLA – 新古典、異國、自然鄉村、當代奢華等風格； B&Q – DIY。

Kroger supermarket – “Meals in Minutes”, “Cookin’ Lite”, “Kids love this stuff”, and “I Like to Cook.”

Psychographic Segmentation

Personality E.g. 鑽石設計：沈穩內斂、浪漫多情、青春活潑、

前衛酷炫等。 Levi’s: youthful, rebellious, rugged, authentic, and

American. Sanrio’s Hello Kitty: sincere. Honda’s Reflex and Elite

Psychographic Segmentation

Values ( 價值觀 ) The belief systems that underlie consumer

attitudes and behaviors Determine, at basic level, people’s choices and

desires over the long-term. E.g. 是否應與父母同住？ → 銀髮族居住市場：三

代同堂的大坪數房屋、提供優質服務的銀髮族社區、養老院等。

Companies making cosmetics, alcoholic Companies making cosmetics, alcoholic beverages, and furniture are always seeking beverages, and furniture are always seeking opportunities in lifestyle segmentation. opportunities in lifestyle segmentation. However, lifestyle segmentation does not However, lifestyle segmentation does not always work. Nestle introduced a special always work. Nestle introduced a special brand of decaffeinated coffee for “late brand of decaffeinated coffee for “late nighters,” and it failed. Can nighters,” and it failed. Can you identify some problems or you identify some problems or issues that might be associated issues that might be associated with the use of lifestyle as a with the use of lifestyle as a basis for market segmentation?basis for market segmentation?

Behavioral Segmentation

Occasions (購買時機 or 使用時機 ) Airlines Orange juice, Milo, Coca-Cola Anniversaries in Japan

3.14 – 白色情人節 ; 6.22 – 保齡球節 ; 12.1 – 電影節 Hershey Kisses Chocolate Nike → 籃球鞋 , 足球鞋 , 慢跑鞋

Behavioral Segmentation

Benefits Wacoal: Tokyo and Jakarta → feminine; Seoul

and Bangkok → good on them; Taipei → confidence.

ASUS notebook – digital home, portability, or personal entertainment center.

沐浴乳 : 080抗痘美背, MAN-Q, 澎澎Man激酷.

Behavioral Segmentation – Toothpaste Industry

區隔名稱 感官者 社交者 憂慮者 獨立者

主要追求的利益

口味，產品外觀

牙齒的潔白 防止蛀牙 廉價

特殊的行為特徵

有薄荷口味的使用者

抽煙者 重度使用者 重度使用者

偏好的品牌 高露潔 , Stripe

Macleans, Plus White

Crest 促銷的品牌

個性特徵 高度自我涉入 高社交性 高憂鬱性 高自主性

生活型態特徵 享樂主義 積極 保守 價值導向

Behavior Segmentation Breakdown

Behavioral Segmentation

User status Nonusers, ex-users, potential users, first-time users, and

regular users Callaway Golf → Big Bertha Leader → potential users, follower → current users.

Usage rate Light, medium, and heavy E.g. HP printer → 分離式 or 三合一 . Fast-food companies often target light users with their ads

and promotions.

Behavioral Segmentation

Loyalty status Hard-core loyals, split loyals, shifting loyals, and

switchers Buyer-readiness stage

Response Process E.g. Annual Pap test

Attitude Enthusiastic, positive, indifferent, negative, and

hostile E.g. Election.

Effective Segmentation

Measurable (可衡量的 ) Substantial (足量的 ) Accessible (可接近的 ) Differentiable (可區別的 ) Actionable (可實踐的 )