Simple Segmentation Method for Marketers
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Rita Batalha uk.linkedin/ritabatalha @ritabatalha
Simple Segmenta,on Method for Marketers
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Segmenta6on
Defini,on
A group of similar customers who share the same or similar needs
Criteria for need-‐based segments: Ø Adequate size Ø Cluster principle: members similar and dis6nct from members of other
segments Ø Criteria for describing must be relevant Ø Segments much be addressable
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The dangerous of socio-‐demographic segmenta6on
Two men… Ø Both born in 1948 Ø Both grew up in the UK Ø Both have divorced and re-‐married Ø Both have two grown up sons Ø Both are wealthy Ø Both like to spend their holidays in the Alps Ø Both are world famous
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The dangerous of socio-‐demographic segmenta6on
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Bases of segmenta6on
Who buys
Market Segments: > Big enough > Reachable > Different
What is bought and
why
Analysis of customer/consumer iden6ty
Socio-‐economic & demographic
Psychographics
Geography
Benefits Percep6ons Lifestyle Analysis of
customer/consumer iden6ty
Subjec6ve measures of response
Usage & Loyalty Price sensi6vity Promo response Channel loyalty
Objec6ve measures of response
Personality AVtudes Lifestyle
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Simple Segmenta6on Method
Buying Criteria + Perceptual Map
Mo9vators factors
Good taste Accessible Affordable
Promo response* Awareness of Healthy* Word of Mouth
Hygiene factors
Awareness of Healthy
High
High Promo Response
Low
In good shape
Occasional Consumer
Mainstream
Price Sensi,ve Consumer
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Buying Criteria + Perceptual Map
Buying Criteria Defini,on
Mo9vators and Hygiene factors that are needed for a customer to make a buying decision.
Buying Criteria
Mo9vators factors: superior characteris6cs to buy from our brand or a compe6tor
Hygiene factors: won’t win business because are vital, but could cause business loss
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Buying Criteria + Perceptual Map
Perceptual Map Defini,on
Visual technique that aBempts to display the percep9ons of a poten9al customers towards a product/service
Perceptual Map
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STEP 1: Buying Criteria
STEP 1: Ø Write down all of your customer’s buying criteria
Ø Divide into two groups: Ø Hygiene factors: essen6als to be in the market Ø Mo6vators: desirables that contribute to buying decision
Ø Put a “*” by those mo6vators factors on which customer vary (differen6a6ng mo6vators)
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Example of Buying Criteria
Product: SoK Drink
Hygiene factors
Mo9vators factors
Good taste Accessible Affordable
Promo response* Awareness of Healthy* Word of Mouth
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STEP 2: Perceptual Map
STEP 2: Ø Choose two mo6vators factors on which customers vary making sure they
are independent from each other
Ø Make them the two axes of a perceptual map
Ø Plot some of your customers and where they appear on this map. Are there customers in all four corners? Can you think of four clusters of customers? Ø If ofen helps to think of specific, named customers Ø Give the segments descrip6ve labels
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Example of Perceptual Map
Product: SoK Drink
Low
Coke Fana,c
Awareness of Healthy High
High
Promo Response
Low
In good shape
Occasional Consumer
Mainstream
Price Sensi,ve Consumer
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Personas (example)
SoI-‐Drink Fana9c Kate is a marke6ng student who loves
sof-‐drinks and drinks at least two pints of Coke on a daily basis.
She doesn’t like exercise or sports -‐ She
enjoys fashion, indie cinema and photography.
In good shape: Pete is a 33 year-‐old personal trainer. He is not a big fan of carbonated drinks, he prefers natural juices or sports drinks.
He trains 5 6mes a week and prac6ces several sports including body building
and surf.
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Considera6ons
• This method is a simple academic tool to help the segmenta6on process.
• All segmenta6on methods should be complemented with company’s and or market data. Example of market sources include: DataMonitor, Mintel and Keynote.
• The rise of customer insight/analy6cs and CRM has helped to refine the segmenta6on process. CRM systems can provide valuable informa6on to complement the segmenta6on project.