Marketing Decisions for. Market Segmentation Geographic Demographic Psychographic Behavioral.

Slides:



Advertisements
Similar presentations
Fashion Marketing Basics
Advertisements

UNIT C The Business of Fashion
Module 3 Market segmentation Dr. Mohamed Zamil AL-Akhtaby.
ENTREPRENEURSHIP I. Business owners are excited about peoples similarities. Why? Grouping is how marketers discover the best ways to match products with.
Explain the concept of market and market identification
Country Manager Consumer Research. Country ManagerConsumer Research2 Overview  All of the Background, Environment, Consumer, Competition, and Internal.
Learning Goals Learn the three steps of target marketing, market segmentation, target marketing, and market positioning Understand the major bases for.
Market Analysis and Strategy MKT 750 Dr. West. Agenda Marketing Analysis & Strategic Planning – Essential Elements (5Cs, STP, 4Ps) – Situation Analysis.
Introduction to Marketing Strategies
Copyright © 2004 South-Western. All rights reserved.14–1 Learning Goals Explain promotion benefits. advertising personal selling sales promotion. public.
Chapter 7- slide 1 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall Chapter Seven Customer-Driven Marketing Strategy Creating Value.
Avi Chemay presents  The aim of market segmentation is to increase sales, market share and profits  This is done by better understanding and responding.
Learning Goals Learn the three steps of target marketing, market segmentation, target marketing, and market positioning Understand the major bases for.
7- 1 Copyright © 2012Pearson Education, Inc. Publishing as Prentice Hall i t ’s good and good for you Chapter Seven Customer-Driven Marketing Strategy:
7- 1 Copyright © 2012Pearson Education, Inc. Publishing as Prentice Hall i t ’s good and good for you Chapter Seven Customer-Driven Marketing Strategy:
SEM PI – Describe target marketing in sport/event marketing.
3.04 Entrepreneurship 1. Advertising spending: –Third largest expenditure –Growing favoritism toward online Most important online marketing tactics 69%
7-1 Density or Climate City or Metro Size World Region or Country Step 1. Market Segmentation Geographic Segmentation.
Market Segmentation.
3.01 Fashion Marketing.
THE 4 PS OF MARKETING BDP301. THE MARKETING MIX Every marketing plan needs a target market and a good mixture of marketing elements. The right mixture.
Chapter 7- slide 1 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall Chapter Seven Customer-Driven Marketing Strategy Creating Value.
Virtual Business Sports Media Planning. Promotion All activities used to inform & persuade consumers to buy products & services.
Chapter 7- slide 1 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall Chapter Seven Customer-Driven Marketing Strategy: Creating Value.
Marketing’s Main Purpose Provide a bridge between producers & consumers so exchange of goods & services can occur Marketing Process.
Principles of Marketing Chapter 6: Creating Value for Target Customers
MARKETING MARKETING ENT 12.
Chapter Seven Customer-Driven Marketing Strategy:
Basic Marketing Concepts
8 Identifying Market Segments and Targets
Global Edition Chapter Seven
MarketingGoldenChapter 10 MARKET Consumer –vs- Organizational 4 Requirements –Need or desire for a specific product –Ability to purchase –Willing to use.
Chapter Six Segmentation, Targeting, and Positioning:
MM271 Introduction to Marketing Topic 4 Identifying Market Segments & Targets.
Objectives Be able to define the three steps of target marketing: market segmentation, target marketing, and market positioning. Understand the major.
Section 2.2 – Market Segmentation What You’ll Learn What market segmentation is and the four methods used to segment a market The current demographic,
Marketing Mix Four P’s Product Placement (Distribution) Price Promotion.
Customer-Driven Marketing Strategy: Creating Value for Target Customers 7 Principles of Marketing.
Chapter 7- slide 1 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall Chapter Seven Customer-Driven Marketing Strategy Creating Value.
Principles of Marketing
Segmentation, Targeting & Positioning for Competitive Advantage
Course standard BMA-IBT-5
Promotional Methods For Target Markets. How are Marketers Grouping You? People share things in common and are often times segmented into groups by these.
Chapter 7- slide 1 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall Chapter Seven Customer-Driven Marketing Strategy: Creating Value.
MARKETING CLASS Session II Marketing Strategy I Session II Marketing Strategy I.
Copyright  2005 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour by Karen Webb Slides prepared by Sarah Fletcher and Morena Dobrowolski MARKET.
2.02 Discuss the concept of market identification.
PART 03 DESIGNING A CUSTOMER-DRIVEN MARKETING STRATEGY AND MIX.
Chapter 1.3 Fundamentals of Marketing. Market and Market Identification All products do not appeal to all customers. When making new products, marketers.
Segmentation, Targeting and Positioning Lecture no 6.
Barış Özgül Gürkan Atalay Tolga Can Özkan Burcu Doğan Serhat Çömez Elif Akbulut.
Market Segmentation and Target Marketing. Marketers rarely go after the entire market with one product, brand, or service. Why?
UNIT C The Business of Fashion 3.01 Explain the concept of marketing in fashion.
STANDARD 3 The Target Customer. Why? Knowing & understanding customers is key for exceptional companies. Award winning businesses know their customers.
STP Marketing segmentation Target market Product positioning.
Target Market - Review What is a market? ◦ People who share similar needs and wants and have the ability to purchase a given product are a market What.
The Marketing Concept Implementing the Marketing Strategy.
Marketing II Chapter 6: Customer-Driven Marketing Strategy: Creating Value for Target Customers.
What is it, why is it important?. Objectives  Understand the importance of marketing to a business.  Understand and detail target market and the components.
1 MARKETING ENT What is Marketing? Marketing Activities directing the flow of goods and services from producer to consumer or user. Marketing consists.
Dr.P.Saradhamani. What is Market Segmentation? The process of breaking of buyers into groups that are different from each other but internally similar.
1 Session 6 Market Segmentation, Targeting, and Positioning.
What is the sale price of an item that is $ and is 15% off?
MARKETING MARKETING ENT 12.
Market Segmentation and Targeting
2.02 Discuss the concept of market identification.
Advertising: Identifying Target Markets ENG 12 - STEWART
Retail Store Project.
2.02 Discuss the concept of market identification.
2.02 Discuss the concept of market identification.
Presentation transcript:

Marketing Decisions for

Market Segmentation Geographic Demographic Psychographic Behavioral

Geographic Segmentation Dividing a market into different geographical units, such as nations, states, regions, countries, cities We prefer to start up a business in Çayyolu region.

Demographic Segmentation Dividing the market into segments based on variablessuch as age, life-cycle stage, gender, income, occupation, education, religion and generation.

Variables in our Business Age & Life-cycle Segmentation: offering different products and different marketing approaches. We produce sugar-free cookies, cakes and salt-free breads, poğaça etc. for diabetic and old people. We produce cup-cakes, cookies and moist cakes for young and children.

Gender: Different segments based on gender. We divide a market according to gender; our target segment is women, especially, businesswomen « Businesswomen can only imagine delicious and natural homemade cook, not think how to make these.»

Income: Dividing a market into different income segments. We offer homemade cook for working women at high income level. Organic products Customer value Homemade products Customer value Customer who are aware of our products’value can pay more money ( compare than patisseries)

Occupation and Education: Businesswomen’s occupation and education level are directly related to the our business marketing strategies. Educational level and professional status are direclty related each other. So, generally women who are in the high educational and professional level can prefer that type of cook.

Psychographic Segmentation Dividing a market into different segments based on social class, lifestyle or personality characteristics. High and middle social classes Lifestyle : traditional and modernist life style Personality characteristics: healthy and qualified life approach.

Behavioral Segmentation Consumers knowledge related segmentation. Generally, people start to be aware of harms of fast food and recent trend is obesity. Consumer’s recent knowledge

4P+2P=6P First P is «Product»

Component of Product is Service We produce homemade cook and serve them to our customers. walk-in (in store) Service can be online, home delivery catering and organizational assistance (weddings, engagements, and other related organizations)

2nd. P is «Price» Value-Based Pricing Assess Customer Value Perceptions and needs Set Target Price To match customer perceived value Determine costs that can be incurred Design Product to deliver desired value at target price

Handmade today’s Pricing Philosophy « Costs play an important role in setting prices. But, like everything else in marketing, good pricing starts with the customer.»

3rd. P is «Place»  The product must be available in the right place, at the right time. In store: Shop window, and open kitchen In delivery system: Delivery performance, cold or hot place for cook. On the Internet: Pictures, videos, recipes and ingridients in detail.

4th. P is «Promotion»  Branding

Promotion Tools Advertising Personal Selling Public Relations Direct Marketing Sales Promotion

Main Promotion Tools For Handmade Today 1.Advertising: Radio Social Media Billboard Banners at Blogs which are related women.

2. Public Relations (PR) Organizing special events such as semainars about the importance of healthy nutrition, Sponsorship agreements with «Diabetes Foundation» in order to increase the awareness of this disease’s harms and future,

In Ankara Press, you can see our advertisements with Handmade today’s slogan « Your body does care what you eat!»

You will order a tray of brownies, and you will have a tray. Yes, this tray is present for you Your birthday is important for us, we never forget it.

5th. P is «People» People who are in business, Impression Profound effect, negative or positive are directly related on customer satisfaction.

In order to ensure customer satisfaction Personal cleannes Personal development days Communication and behavior courses Table Layout courses These are not only related to the customer satisfaction but also «employees motivation.

6th. P is «Physical Evidence» This P can be named as an «atmosphere of store» Atmosphere is combined of lights, decoration, colors, tables design, objects, employees dress etc. Cleannes of store, rest room, kitchen ambience…

« Your body does care what and where you eat!» We expect you…