C296 9 STP

C296 9 STP - kreme arrives in bangkok/ Longueil, QU Quebec...

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11/10/2011 1 Agenda 1.Introduction to STP 2.Segmentation bases and variables 3 Selecting a target segmen 3.Selecting a target segment 4.Blogs October 5, 2011 S T Part 1 Part 2 P
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11/10/2011 2 http://www.badlani.com/blog/2006/12/05/uni lever%E2%80%99s brand impact concept will definitely make them a stronger company/ Positioning Segmentation Targeting Common Segmentation Bases Geographic Demographic Psychographic More practical, powerful, * Product related *Each segmentation base has many segmentation variables and meaningful
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11/10/2011 3 City, region, country. .. Urban, rural. .. Climate, topography, geography. .. Geographic 5 locations In Canada: Delta, BC Mississauga, ON Toronto, ON (small) http://newley.com/2010/10/07/krispy
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Unformatted text preview: kreme arrives in bangkok/ Longueil, QU Quebec City, QU Demographic Age Gender Income Religion Ethnicity Education Occupation Family Stage Marital Status Household Size. .. 11/10/2011 4 Self values Self concept Lifestyles Needs and motives Perceptions Attitudes, beliefs Psychographic 11/10/2011 5 Product related Benefit sought Usage rate Loyalty Midterm Exam in two weeks (Oct 17) In class so be on time Multiple Choice and True/False Short Answer Scenario 11/10/2011 6 The Rules: Legibility matters One 4x6 cheat sheet, both sides UBC student card required No electronics of any kind Chapters 1, 2, 4, 5, 6 & 7 Plus assigned articles...
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C296 9 STP - kreme arrives in bangkok/ Longueil, QU Quebec...

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