Segmenting Entertainment Audiences

Chapter 6

Segmentation Schemes

Mutually exclusive - separate from all others Exhaustive - everyone must have an

appropriate group Measurable - size, purchasing power and

profiles must be measurable Substantial - each segment should have a

significant membership Actionable - can be reach through media

Mutually exclusive - separate from all others Exhaustive - everyone must have an

appropriate group Measurable - size, purchasing power and

profiles must be measurable Substantial - each segment should have a

significant membership Actionable - can be reach through media

Benefits of Segmentation

Valuable insight into product/service design to reflect market demand

Gives direction to advertising messages Yields cost savings from accurate promotional

message placement Enables focusing on competition’s

strengths/weaknesses by reducing variables Fosters production of informed strategic

marketing plans

Valuable insight into product/service design to reflect market demand

Gives direction to advertising messages Yields cost savings from accurate promotional

message placement Enables focusing on competition’s

strengths/weaknesses by reducing variables Fosters production of informed strategic

marketing plans

Determine Target Audience

1. Undifferentiated marketing - shotgun2. Differentiated - targets multiple

segments with different incentive and message

3. Niche marketing - targets small groups of like audiences members

1. Undifferentiated marketing - shotgun2. Differentiated - targets multiple

segments with different incentive and message

3. Niche marketing - targets small groups of like audiences members

Demographic Segments

Baby boomers - use benefit segments Generation Y - diversity, high income,

computer literate Teenagers - online sharing Geodemographics - use of PRIZM

lifestyle segments by zip code

Baby boomers - use benefit segments Generation Y - diversity, high income,

computer literate Teenagers - online sharing Geodemographics - use of PRIZM

lifestyle segments by zip code

Demographic Segments

Psychographic Segments

Lifestyles, patterns of behavior Activities, interests, opinions VALS (psychocentric, midcentric, near

allocentric, allocentric) Cohort segments - grew up at the same

time; life stages

Lifestyles, patterns of behavior Activities, interests, opinions VALS (psychocentric, midcentric, near

allocentric, allocentric) Cohort segments - grew up at the same

time; life stages

VALS 2

Global Lifestyle Segments

Teens Gender Religious Symbolic capital - status Ethnic

Teens Gender Religious Symbolic capital - status Ethnic

Generic Segmentation Factors

Usage - rate, occasion-based, loyalty status

Price BenefitsSegment benefit MessageTeens socialize without parentsTourist cultural exposureEmployees chance to be outside

Usage - rate, occasion-based, loyalty status

Price BenefitsSegment benefit MessageTeens socialize without parentsTourist cultural exposureEmployees chance to be outside

Aesthetic Segmentation

Stimulation Realism Conventional sex identity Shapes of round and curved Social status orientation Seriousness vs. frivolity

Stimulation Realism Conventional sex identity Shapes of round and curved Social status orientation Seriousness vs. frivolity

Segmenting by Action

Prosumers - consumers help design products, reject traditional ads, use Internet research

C2C economy requires dialog

Prosumers - consumers help design products, reject traditional ads, use Internet research

C2C economy requires dialog

Persona Segmentation

Consumer models = personas or archetypes

Qualitative analysis of user behavior Reveal motivations and potential usage

patterns

Consumer models = personas or archetypes

Qualitative analysis of user behavior Reveal motivations and potential usage

patterns

Niche Markets

Special interest groups Immigrants and expatriates for

homeland news Addresses needs and wants of special

segments with directed promotional messages

Special interest groups Immigrants and expatriates for

homeland news Addresses needs and wants of special

segments with directed promotional messages

Questions

What is the value of cohort segmentation for targeting mature consumers for a vacation destination?

When would you use PRIZM vs. MOSIAC for promotion purposes?

What new market segments may emerge for future global audiences?

What is the value of cohort segmentation for targeting mature consumers for a vacation destination?

When would you use PRIZM vs. MOSIAC for promotion purposes?

What new market segments may emerge for future global audiences?