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Questions?

second approach

Example: Cola Life

Sources

new target group: middle aged women

=> want to feel self-confident

=> want to lose weight

=> don't like the taste/ image

of light sodas

=> no age or gender restrictions

=> for everyone how "loves life"

=> wants to live green/ healthy

-R. Kreuzer, Praxis orientiertes Marketing 2013, S. 194

-R. Kreuzer, Praxis orientiertes Marketing 2013, S. 49

images:

-http://carriekish.com

-http://www.jenacommunications.com

-http://www.hostgator.com

-http://thumbs.dreamstime.com

-http://misskim.typepad.com

videos:

-youtube.com

Summary

What is it?

complexity of the market

segmenting according to

lifestyle and personality

Example: Pepsi ONE

dividing the market psychographicly (segmenting)

=> efficient marketing strategy

=> wants and needs of the consumers differ strongly

=> no one ideal marketing strategy for all consumers

=> goal: to create market groups with internal homogenity and external heterogenity

-100 million $ marketing budget

-37'000 hours for the design

-original target market:

20-30 year old males

=> fun driven

=> want to be "cool"

=> insecure about weight

-social orientation

-attitude toward risks

-willingness to make

decisions

-ect.

-values

-activities

-interests

-opinions

-ect.

Why is it important?

Outline

What is market segmentation?

-what is segmentation?

-why is it important?

-what is psychographic segmentation?

-example

-summary

The process of dividing up the market into smaller groups of customers (segments)

=> ASK any time!

Segmentation approaches

Psychographic market segmentation

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