chapter 8 identifying market segments and targets

Chapter 8 Identifying Market Segments and

targetsPatrick James F. Reynoso

May 10, 2013

Outline

I. Demographic Segmentation (gender)

II. Demographic Segmentation (income)

III. Demographic Segmentation (age) IV. Demographic Segmentation (life

stage) V. Conversion model VI. Loyalty Status VII. Remember this!

Demographic Segmentation (gender)

Age and Life CycleAge and Life Cycle

Life StageLife Stage

GenderGender

IncomeIncome

GenerationGeneration

Social ClassSocial Class

Certain products target specific genders

Demographic Segmentation (income)

Age and Life CycleAge and Life Cycle

Life StageLife Stage

GenderGender

IncomeIncome

GenerationGeneration

Social ClassSocial Class

Certain products target specific income brackets

Demographic Segmentation (age and lifecycle)

Age and Life CycleAge and Life Cycle

Life StageLife Stage

GenderGender

IncomeIncome

GenerationGeneration

Social ClassSocial Class

Certain products target specific age brackets

Demographic Segmentation (life stage)

Age and Life CycleAge and Life Cycle

Life StageLife Stage

GenderGender

IncomeIncome

GenerationGeneration

Social ClassSocial Class

People change the goods and services they want and need over their lifetime

Conversion model tool for analysing customer

commitment and loyalty identifies which of your customers

are committed to your brand service which are likely to defect and what the future direction for the brand will be

Loyalty Status the degree of loyalty a consumer

displays toward a particular brand deeply held commitment to re-buy or

re-patronize a preferred product or service in the future

Switchers

Shifting loyals

Split loyals

Hard-core

Remember this! Hard Core

Split Loyals

Shifting Loyals

Switchers