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  • Task in Marketing Segmentation

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    Melody Merry
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    This document discusses market segmentation. It defines market segmentation as dividing a market into groups of similar consumers to select which groups a company will target. It lists the steps in market segmentation as investigating segmentation bases, developing product positioning, selecting a segmentation strategy, and designing a marketing mix strategy. It then provides an example of Aqua, an Indonesian bottled water brand, that focused on the youth segment and hydration. This segmentation strategy resulted in exceeding sales targets and growth in brand recognition and market share.

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    Task In Marketing Segmentation Consumer Behaviour

    Titolo originale

    Task In Marketing Segmentation

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    This document discusses market segmentation. It defines market segmentation as dividing a market into groups of similar consumers to select which groups a company will target. It lists the steps in market segmentation as investigating segmentation bases, developing product positioning, selecting a segmentation strategy, and designing a marketing mix strategy. It then provides an example of Aqua, an Indonesian bottled water brand, that focused on the youth segment and hydration. This segmentation strategy resulted in exceeding sales targets and growth in brand recognition and market share.

    Copyright:

    © All Rights Reserved
    Scarica in formato PPT, PDF, TXT o leggi online su Scribd
    Segnala contenuti inappropriati
    155 visualizzazioni18 pagine

    Task in Marketing Segmentation

    Caricato da

    Melody Merry
    This document discusses market segmentation. It defines market segmentation as dividing a market into groups of similar consumers to select which groups a company will target. It lists the steps in market segmentation as investigating segmentation bases, developing product positioning, selecting a segmentation strategy, and designing a marketing mix strategy. It then provides an example of Aqua, an Indonesian bottled water brand, that focused on the youth segment and hydration. This segmentation strategy resulted in exceeding sales targets and growth in brand recognition and market share.

    Copyright:

    © All Rights Reserved
    Scarica in formato PPT, PDF, TXT o leggi online su Scribd
    Segnala contenuti inappropriati
    di 18

    Task in Market Segmentation

    Group 6
    What is market segmentation?

    Membagi pasar ke dalam beberapa grup


    yang terdiri dari beberapa konsumen yang
    sejenis untuk kemudian memilih grup mana
    yang akan dilayani oleh perusahaan
    Investig Develop Select Design
    ate product segmen marketi
    segment position t-ation ng mix
    -ation strateg strateg
    bases y y

    Task in market segmentation


    Analyze Consumer-Product
    Relationship
    Investigate segmentation bases
    Person / Situation Segmentation

    Market can Often be


    devided on the basis
    of the usage situation
    in conjunction with
    individual
    differences among
    consumer
    Develop Product Positioning

    Positioning by attribute : Positioning by Product Class


    Comparing the product to a product in a
    Highlighting a specific attribute of the
    different category can be an effective way
    product can also be compelling
    to differentiate the product
    (Uniqueness Selling Points)

    Positioning by use or
    Positioning by Competitors
    application Positioning yourself as the opposite of your
    This kind of positioning stresses when or competitor can help you get attention in a
    how the product is used by target market dominated by some other product
    audience

    Positioning Maps
    Positioning by Product User Status of the products market position
    Focusing on the unique characteristics of
    specific users can also be effective against competitor based on selective
    category
    High Price

    Low High
    Quality Quality

    Low Price
    Not to
    Not to
    segment
    enter
    but mass
    market
    marketer
    Enter market in
    Enter several
    market in segments &
    one develop different
    marketing
    segment strategy

    Select segmentation strategy


    Design marketing mix strategy
    And then the problem
    begin

    Bottled water market 12.8 Billion L (2009) grew to 23.1 Billion L (2014).
    Market grew 11% in 2015: 40% inside Java, 60% outside Java.
    Created Segmentation
    Focused on HYDRATION
    Focused on Teen & Young Adult (11-30)
    43% of Indonesian population

    #adaAqua
    Result
    Sales exceeds target (more than 30%)
    Overall Volume of growth 19.2% (?)
    Volume share 5.2% (?)
    Category grow to 28.8% vs 16.4% average (?)
    +3 index on target segment
    +3.3% net conversion
    +5 point repeat rate
    50,000 mentions and 450,000 uses of #adaAqua
    Brand recognition rose to 92% (from only 68%); 58%
    equated lack of focus = lack of Aqua
    1st branded trending topic in Indonesia. Generated
    hundreds of thousands of stories, memes, and
    parodies.
    Aqua

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