Embed Size (px)
Citation preview
Market segmentation is the technique used to enable a business to better target its products at the right customers by splitting its customers into manageable groups. It is about identifying the specific needs and wants of customer groups and then using those insights into providing products and services which meet customer needs.
What is market segmentation?
Unit 3 P5 – How-To-Guide
This task looks at market segmentation.The following slides will help you structure your task.
Introduction
Paragraph 1: Customers, Consumers and Buyers
A consumer is…A buyer is…
The difference between a buyer and consumer is…
Paragraph 2: Business-To-Business Market
A business to business market is...An example of this would be…
Bases of Segmentation
Paragraph 1: What is market segmentation?
Market segmentation is…The reason why a business
segments a market is…This could help
Paragraph 1: GeographicGeographic segmentation
is…Thomas Cook could
segment is market like this by…
This means that…
Paragraph 2: PsychographicPsychographic segmentation
concerns…They may choose to locate their
branch in an area where customers like holidays because…
This means that…Paragraph 3: Socio-CulturalSocio-cultural segmentation
is…Thomas Cook could segment
is market like this by offering…
This means that…
Paragraph 4: Demographic Segmenting by demographic
means…Thomas Cook could segment is
market like this by…This means that…
ACORN and MOSAIC
Paragraph 1: ACORNACORN is…
Thomas Cook would use ACORN to…
This means that…
Paragraph 2: MOSAICMOSAIC is…
Thomas Cook would use MOSAIC to…
By doing this Thomas Cook will make better decisions because…
Six Segments
Paragraph 1: FamiliesIn a holiday families look for…
Thomas Cook would target families because…
Therefore Thomas Cook can provide the best family
holidays…The benefit of this for Thomas
Cook is…
Paragraph 2: ChildrenIn a holiday, children want…Thomas Cook would target
children because…Therefore Thomas Cook can
provide the best family holidays…
The benefit of this for Thomas Cook is…
Paragraph 3: SinglesSingles usually want holidays
where…Thomas Cook would target singles
because…Therefore Thomas Cook can provide
the best family holidays…The benefit of this for Thomas Cook
is…
HOT TIP: Businesses segment their markets so they can spread risk, attract more customers, gain higher demand,
have happier customers and increase their sales.Thomas Cook will want loyal customers and by splitting
them up into smaller groups, they can manage their needs better.
Six Segments
Paragraph 4: Business TravellersBusiness travellers will be looking for…
Thomas Cook would target business travellers because…
Therefore Thomas Cook can provide the best trips for business travellers by…
The benefit of this for Thomas Cook is…
Paragraph 5: WeddingsWedding parties would look
for…Thomas Cook would target wedding parties because…Therefore Thomas Cook can
provide the best wedding holidays by…
The benefit of this for Thomas Cook is…
Paragraph 6: SchoolsSchool will look for trips to be…
Thomas Cook would target schools because…
Therefore Thomas Cook can provide the best trips for
schools by…The benefit of this for Thomas
Cook is…
HOT TIP: Businesses segment their markets so they can spread risk, attract more customers, gain higher demand, have happier
customers and increase their sales.
Thomas Cook will want loyal customers and by splitting
them up into smaller groups, they can manage their needs
better.
