Market segmentation, targeting
- 2. Datuk Dr. Leow Chee Seng Expert UNIDO, United Nation Regulatory Impact Assessment, Malaysia Productivity Corporation. National Audit Department, Malaysia Inland Revenue Board, Malaysia Department of Fishery, Malaysia Marine Department, Malaysia The Federal Agricultural Marketing Authority , (FAMA), Malaysia Cambodia Chamber of Commerce, Cambodia PERODUA, Malaysia South China Post, Hong Kong Book Writer Body Language Exposed: Never Get Lies Again Trapping the cunning fox: Lie Detection Selling with Heart and Soul I see, I hear and I conquer: Human Leadership Flintstones Management: Compassionate Management Preventable Accident: Judging into Safety and Health Nudge and Fudge: Behavioural Economics Advisor, Humanology Sdn Bhd, Malaysia Productivity Champian, Malaysia Productivity Corporation Jawatankuasa Pemantauan Nexus Productivity Perkhidmatan Profesional Technical Expert, Behavioural Insights, Malaysia Productivity Corporation Honorary Professor of Nguyen Tat Thanh University, Vietnam. Panel of Expert of Sandikta College of Administrative Science, Indonesia. Advisor Malaysia Corruption Watch (MCW) Auditor Academy Malaysia Vocational College Gerik, Vocational College Kuala Selangor, Ministry of Education, Malaysia Vocational College Kuala Selangor, Vocational College Kuala Selangor, Ministry of Education, Malaysia First City College University, Malaysia SMART College, Malaysia Body Language Analyst for South China Morning Post, Hong Kong Journal Editorial Board – Sit in more than 10 International Journal
- 5. S.T.P Model and The Relationship
- 6. S.T.P Approach: Strategic Marketing Segmentation Targeting Positioning Segmentation Select base for segmentation Profilesegment characteristics Positioning Develop position foreach segment Develop marketing programforeach segment Targeting Evaluating segment attractiveness Select one ormore segments as target
- 8. CONSUMER MARKETS Multiple Segmentation Variables Demographics Behavioural Psychographics Geographical Region, Climate, City Age, Gender, Income Lifestyle, social class, personality Loyalty, Benefits sought, User Status, Occasions
- 11. SegmentingBusiness Market 1 Demographics Industry, Company Size, Location 2 OPERATINGVARIABLES Technology, usage status, customer capabilities 3 SituationalFactors Urgency, specific application, size of order 4 Personal Characteristics Buyer-seller similarity, attitudes towards risk, loyalty
- 12. SegmentingInternationalMarkets Type/Stability of government, amount of bureaucracy Political and Legal Language, religion, values, attitudes, customs, behavioural patterns CulturalFactos Location or region Geographics Population income/ level of economic development Economics Factors
- 13. Population Market Segments Market Targets
- 14. Target Marketing Choose Right Target Evaluating Market Segments Competitor Strategies Degree of Product Variability Market Variability Company Objectives and Resources Product Life Cycle Company Resources Segment Size And Growth Structural Attractiveness Product Substitute Power of Buyers Power of Suppliers Level of Competition
- 15. Positioning • Map out the different variables considered in the market segments and targeting. Position your product differently to your competitors in the mind of your customers
- 18. CASE STUDY
- 19. How does Gardenia Segment, Target and Position themselves?
- 20. Segmentation and Targeting: Psychographics Factors 1. Lifestyle – customer who demands for freshness, convenience, variety and uncompromising taste – provide daily baked bread to their customers and have more delivery channel such as supermarket, grocery shop or even hawker along the road.
- 21. Segmentation and Targeting: Demographics 1. Age – Teenager, adults and senior citizen. • Teenager which is very energetic will require some source to fight their hunger and in the same time they are more likely to consume products with sweet taste. • waffle products to meet their demands. – Adults and senior citizens: healthy diet, • whole wheat fibre bread and contains a high level of vitamins and fibre. 2. Income – affordable for people of all ages and incomes • Gardenia Twiggies, Gardenia Muffins, Squiggles, Fun-in-a-Bun and Fluffy Bun besides its most popular sandwich loaves
- 22. Positioning • Gardenia has own song to make consumer remember its bread which is “So good...you can even eat it on its own”. • Point of Difference (PoP): –healthy, fresh and high quality product in consumers’ minds