segmentation - ♦ Exhibit 15.3 ♦ http/www..com/vals 9...

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1 Consumer Behavior MAR 3503 Xin He BA-II 308N 407-823-1329 [email protected]
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2 Segmentation Bases Benefit segmentation Example Toothpaste market segmentation by Russell Haley
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3 Toothpaste Market Benefit Segments Sensory segment Key benefit Lifestyle characteristics Brands Who?
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4 Toothpaste Market Benefit Segments (cont.) Sociable segment Key benefit Lifestyle characteristics Brands Who?
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5 Toothpaste Market Benefit Segments (cont.) Worrier segment Key benefit Lifestyle characteristics Brands Who?
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6 Toothpaste Market Benefit Segments (cont.) Independent segment Key benefit Lifestyle characteristics Brands Who?
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7 Segmentation Bases (cont.) Psychographic segmentation Based on consumer lifestyles AIO ___________ ___________ ___________ Example VALS
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8 VALS Resources Primary motivation Ideals Achievement Self-expression
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Unformatted text preview: ♦ Exhibit 15.3 ♦ http://www.strategicbusinessinsights.com/vals/ 9 Segmentation Bases (cont.) ♦ Person/situation segmentation – Example • Nike 10 Segmentation Bases (cont.) ♦ Geodemographic segmentation – Example: PRIZM system 11 Product Positioning ♦ Positioning by attribute ♦ Positioning by use or application ♦ Positioning by product user ♦ Positioning by product class ♦ Positioning by competitors 12 Once again… ♦ Segmentation bases – Benefit segmentation – Psychographic segmentation – Person/situation segmentation – Geodemographic segmentation ♦ Product positioning – Positioning by attribute – Positioning by use or application – Positioning by product user – Positioning by product class – Positioning by competitors...
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This note was uploaded on 11/25/2011 for the course MAR 3503 taught by Professor Kim,j during the Fall '08 term at University of Central Florida.

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segmentation - ♦ Exhibit 15.3 ♦ http/www..com/vals 9...

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