1. SEGMENTATION By Elisante Ole Gabriel (Tanzania) Chartered Marketer

2. 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
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3. 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.
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4. 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
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5. 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.
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6. 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
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