Segmenting the Market to Reach the Targeted Population

1
Segmenting the Market to Reach the Targeted
Population
2
What is segmenting the market?

• Dividing up your audience according to their
  particular criteria
• Product
• Price
• Place
• Promotion

3
When might you segment the market?

• When you're concerned about a particular segment
  of the population
• When the target population is composed of a
  number of different segments
• When you'll need very different messages to reach
  different segments of the target population
• When some segments of the target population are
  easily reachable and others aren 't
• When your organization has the resources and the
  capacity

4
How can you segment the market?

• Demographic
• Geographic
• Physical/personal history
• Psychographic
• Behavior

5
Deciding which segments to focus on

• Measurability
• Accessibility
• Substantiality
• Actionability
• Position on the change scale

6
Addressing the targeted segments

• Undifferentiated marketing
• Differentiated marketing
• Concentrated marketing