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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.
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