Lecture 4
Segmentation and strategy
Segmentation sits at two extremes
- Do we deal with a mass market? – cheap and efficient
- Or do we deal with an individual – not very efficient and expensive
Definitions:
Segmentation- who are the different audiences we COULD teach
Targeting – who WILL we serve
Criteria to choose: - profitability
-accessibility
-
Positioning- HOW do we make ourselves more attractive than the competitors – meeting
customer needs profitably
, PROFILE:
Demographic:
People you mix with
Thinking
represents
behaviour
Socio-economic:
Based on
your wealth
Segmentation and strategy
Segmentation sits at two extremes
- Do we deal with a mass market? – cheap and efficient
- Or do we deal with an individual – not very efficient and expensive
Definitions:
Segmentation- who are the different audiences we COULD teach
Targeting – who WILL we serve
Criteria to choose: - profitability
-accessibility
-
Positioning- HOW do we make ourselves more attractive than the competitors – meeting
customer needs profitably
, PROFILE:
Demographic:
People you mix with
Thinking
represents
behaviour
Socio-economic:
Based on
your wealth
