TOPIC 2 – STP
The market consists of:
- Different groups of (potential) customers
- With different wants and needs
- Influenced by various trends
Being relevant to your customer
- Touch a sensitive nerve
- Building relationships with the right customers
The right message
Disseminate through appropriate media
To achieve predefined objectives
SEGMENTATION
WHAT IS SEGMENTATION
= The process of dividing consumers into homogeneous groups or segments which share
needs, characteristics or behaviours or react in a comparable way to marketing and
communications efforts.
Market segments are:
1. Homogenous
within the market segment
will respond similarly to marketing stimuli (advertising), share similar interests,
needs, locations… (= internal homogeneous)
2. Heterogenous
between the market segments
will respond differently than the ones out of the other market segments (=
external heterogeneous)
SEGMENTATION CRITERIA
objective criteria:
, - can be easily & objectively measured
(e.g. age, income, gender, place of residence, education, job title...)
psychographic (inferred) criteria:
- must be defined first before classify people into groups
ex. lifestyle, personality, social class …
general criteria:
- variables that hold in all behavioural circumstances
ex. a person is always his or her age no matter the buying situation
specific or behaviorial criteria :
- that divides customers into groups based on their behavior, including how they
use a product or service, how often they use it, and their attitudes towards it.
Objective and general
- geographic: continents, climate, nations, regions or neighbourhoods, cities, postal
codes
- consumer behaviour/ buying patterns often denote cultural differences or needs
- demographic: easy measurable criteria (gender, religion, race, education, age…)
- household life-cycle criteria: birth, marriage, divorce, bachelors, young couples…
- firmographic segmentation (= the process of dividing customers into groups based
on shared company or organisation attributes: industry type, company size,
location, job titles, structure…)
firmographic data is gathered and evaluated in the same way as the other
forms of segmentation to understand the target audience’s needs and wants.
General psychographic
- social class: education x profession (not based on income)
- personality: ex conservative vs progressive
- lifestyle
- dimensions of lifestyle = AIO
The market consists of:
- Different groups of (potential) customers
- With different wants and needs
- Influenced by various trends
Being relevant to your customer
- Touch a sensitive nerve
- Building relationships with the right customers
The right message
Disseminate through appropriate media
To achieve predefined objectives
SEGMENTATION
WHAT IS SEGMENTATION
= The process of dividing consumers into homogeneous groups or segments which share
needs, characteristics or behaviours or react in a comparable way to marketing and
communications efforts.
Market segments are:
1. Homogenous
within the market segment
will respond similarly to marketing stimuli (advertising), share similar interests,
needs, locations… (= internal homogeneous)
2. Heterogenous
between the market segments
will respond differently than the ones out of the other market segments (=
external heterogeneous)
SEGMENTATION CRITERIA
objective criteria:
, - can be easily & objectively measured
(e.g. age, income, gender, place of residence, education, job title...)
psychographic (inferred) criteria:
- must be defined first before classify people into groups
ex. lifestyle, personality, social class …
general criteria:
- variables that hold in all behavioural circumstances
ex. a person is always his or her age no matter the buying situation
specific or behaviorial criteria :
- that divides customers into groups based on their behavior, including how they
use a product or service, how often they use it, and their attitudes towards it.
Objective and general
- geographic: continents, climate, nations, regions or neighbourhoods, cities, postal
codes
- consumer behaviour/ buying patterns often denote cultural differences or needs
- demographic: easy measurable criteria (gender, religion, race, education, age…)
- household life-cycle criteria: birth, marriage, divorce, bachelors, young couples…
- firmographic segmentation (= the process of dividing customers into groups based
on shared company or organisation attributes: industry type, company size,
location, job titles, structure…)
firmographic data is gathered and evaluated in the same way as the other
forms of segmentation to understand the target audience’s needs and wants.
General psychographic
- social class: education x profession (not based on income)
- personality: ex conservative vs progressive
- lifestyle
- dimensions of lifestyle = AIO
