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Segmentation

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					Market Segmentation

Clearly identifying your target customer so you
      can customize product offerings and
               marketing strategies.
Market Segmentation

   Demographics

   Psychographics

   Geographics
Market Segmentation
   Demographics
      Facts and statistics about your customer
Demographics
   Age
   Gender
   Income
   Marital Status
   Occupation
   Ethnicity/Race
   Education
   Occupation
Psychograpics
   Grouping people based on social and
    psychological characteristics
Psychographics
   Values
   Attitudes
   Lifestyle
   Opinions
   Self-concept
   Activities
Psychographic Examples
   News junkie            Gardening geek
   Style maven            Sci-fi worshipper
   Do-it-yourselfer       Coupon clipper
   Animal lover           Speed demon
   County music buff      Cartoon connoisseur
   Comedic genius         Weather nut
   Gourmet devotee        Gossip guru
   Football freak         History enthusiast
Geographics
   Segmentation of the market based on where
    people live
Geographics
   Region                Population Density
       Continent             Urban
       Country               Suburban
       State                 Rural
       Neighborhood
   Climate
       Cold
       Warm
       Rainy
       Snowy
Macy’s Guest Profile
  At Macy’s, we refer to our core guest as the Zoomer.
  A subset of the baby boom generation, the typical
  Zoomer is female, age 40-60, with an average annual
  income of $70,000. She tends to be a professional,
  living in either an urban setting or the suburbs.
  Comfortable and confident in who she is, she wants to
  feel healthy, young and active. Even though she’s
  pressed for time, she values staying connected with
  family and friends. And she view age 50 as the new
  30.
Target’s Core Guest
   45 Years Old
   $55,000 Average Household Income
   79% Attended College
   80% Female
   41% with Children under 18 years old
   Upscale Discounter
   Profile compares to the department store customer
   Because they are educated, they recognize value

(Best guests come in an average of 26 times per year)
Best Buy Customer Centricity
   Ray—The core customer as most stores. A
    family man. Not an early adopter of new
    technology but he wants good equipment at a
    reasonable price. Best Buy’s goal is to
    prevent Ray from going to Wal-Mart or other
    competitors
Best Buy Customer Centricity
   Jill—Suburban soccer mom who usually
    hates to shop at Best Buy. Stores that cater
    to Jill are not as loud, feature softer colors,
    includes a kids’ technology section, and offer
    personal shopping assistant service. Sales
    associates trained to avoid using intimidating
    words (gigabytes, megapixels)
Best Buy Customer Centricity
   Barry—This affluent male professional wants
    high-end home theater and other digital
    offerings. Stores that cater to Barry offer
    specialized financing plans, home
    consultation services and same-day delivery
    and installation. Leather couches added to
    some stores to create a comfortable
    environment for watching large-screen TVs
    and listening to high-end sound systems.
Best Buy Customer Centricity
   Buzz—The young male technophile who
    wants cutting edge video and technology
    products. Stores that cater to Buzz feature
    early-adopter technologies and places to try
    them out, including sofas and flat-screen
    televisions for testing video games and
    consoles.
Best Buy Customer Centricity
   Small business customer—This as-yet-
    unnamed customer relies on Best Buy to
    keep his or her business running. Best Buy
    personnel called Business Pros will help
    advise on the selection of equipment.

				
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posted:1/4/2013
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