SEGMENTATION By Elisante Ole Gabriel (Tanzania) Chartered Marketer

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SEGMENTATION By Elisante Ole Gabriel (Tanzania) Chartered Marketer egabriel@edenconsult.net, www.olegabriel.com +255-784-455-499

What is Segmentation? This is a process of grouping customers with homogeneous needs for the sake of offering them a better service. Target marketing involves the following: Identify distinct groups (Segmentation), select one or more (Targeting), Communicate your CA (Positioning) = STP 11/20/2018

Levels of Segmentation Mass Marketing: The marketers engages in Mass production, Mass distribution and mass promotion = Eco of scale & scope Segment Marketing: A process of grouping homogeneous needs. A marketer does not create a segment but but identifies and manages. Niche,Local & Individual customer marketing. 11/20/2018

Patterns of Segmentation Homogeneous preference: All consumers roughly has the same preference, eg change to two years of MBA. Diffused preferences: Preferences scattered all over the place Clustered preferences: Small subgroups 11/20/2018

Bases for Segmentation Geographical factors Demographic (Sex, Age, family size, income, Education, religion, etc) Psychographic factors: Lifestyle, personality or values. People within the same demographic group can have different psychographic profiles. 11/20/2018

The concept of Product life cycle (PLC) Finally The concept of Product life cycle (PLC) What is this concept about Stages Relationship with BCG Critiques of PLC, connected to BCG The concept of profitability in PLC 11/20/2018