3 work Strategic Marketing.docx - STRATEGIC MARKET SEGMENTATION Segmentation and market driven strategy Identifying market segments Forming segments

3 work Strategic Marketing.docx - STRATEGIC MARKET...

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STRATEGIC MARKET SEGMENTATION Segmentation and market driven strategy Identifying market segments Forming segments Finer segmentation strategies Selecting the segmentation strategy Segmentation and Market-Driven Strategy
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SEGMENTS VALUE OPPORTUNITIES CAPABILITIES/ SEGMENT MATCH TARGET(S) POSITIONING STRATEGY From Mass Markets to Micro Markets OLD NEW
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CONSUMERS Passively receive Empowered media users whatever TV control and shape content networks thanks to TiVo, iPod and broadcast Internet ASPIRATIONS To keep up with To standout from the the crowd crowd TV CHOICE Three networks Hundreds of channels plus maybe a PBS station plus video on demand MAGAZINES Age of the big Age of the special interest glossies: Time , magazine for every age Life , Newsweek and affinity group ADS Everyone hums Talking to a group of
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Identifying the Health and Beauty Supplies Market Segments
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Market Segmentation Activities and Decisions Market to be Segmented Decide How Segment Strategic analysis to Segment Finer Segmentation Strategies Form Segmentation
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Product Variant Segmentation Product Type Segmentation Generic Segmentation
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