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q Most closely aligned to the marketing
q Creating Segment Strategies
Just because marketers obtain data that
can be used to segment markets does
not ensure a good execution.
q Here, we walk through an example of
data obtained on Monosodium
Glutamate and attempt to determine a
strategy for each segment.
q The Monosodium Glutamate
None Family Age
50+ Light large Heavy small Income Location
low E,SE 35-54 mid W,SW 24-35 high NE What is the Proper Strategy?
What q Non-users: get them to try the product.
– How? Coupons
– Where? East and Southeast
– Who? Low Income and Large Families q Light Users: come up with new uses.
– How? Recipes
– Where? West and Southwest
– Who? Mid-income, 35-54 q High Users: Protect with reinforcement
– How? “frequent flier” programs
– Where? Northeast
– Who? Large income, small families Market Targeting
Total market approach
Mix Target Market Concentration approach
Target Market I
Mix Target Market II
Target Market III Multi-segment approach
Marketing Mix I
Marketing Mix II
Marketing Mix III Target Market I
Target Market II
Target Market III -- Five Patterns of Target Market
M1 M2 M3
M1 M2 M3
P1 P1 P2 P2 P2 P3 P3 P3 Market
M1 M2 M3 Product
M1 M2 M3 Full market
M1 M2 M3 P1 P1 P2 P2 P3 P3 P = Product
M = Market Effective Segmentation
q q q Differential Response (must be meaningful,
respond differently to marketing mix)
Accessible (must have unique access)
Substantial (must be large enough to warrant
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- Spring '12