39
Market segmentation Tourism Marketing

Market segmentation Tourism Marketing

Embed Size (px)

Citation preview

Page 1: Market segmentation Tourism Marketing

Market segmentation

Tourism Marketing

Page 2: Market segmentation Tourism Marketing
Page 3: Market segmentation Tourism Marketing
Page 4: Market segmentation Tourism Marketing

229972762

Page 5: Market segmentation Tourism Marketing
Page 6: Market segmentation Tourism Marketing
Page 7: Market segmentation Tourism Marketing
Page 8: Market segmentation Tourism Marketing
Page 9: Market segmentation Tourism Marketing

Youth hostel

Page 10: Market segmentation Tourism Marketing

Discussion questions

• Consider what kind of hotel you will choose when you travel to Ningbo :

• ---what are the reasons you choose a hotel

• --- What advertising media makes sense for the segments of your group?

Page 11: Market segmentation Tourism Marketing

conclusions

• Strictly speaking , everyone has its own needs and wants, they need different product or service to meet them.

• On the other hand, they can be divided into different groups according to age or income and so on, each group has some common features.

Page 12: Market segmentation Tourism Marketing

• For companies have limited resources it is impossible to produce all possible products for all the people all the time.

• The best way is to provide selected offerings for selected groups of people most time.

Page 13: Market segmentation Tourism Marketing

Instructional objectives

By the end of this lesson, you should: • Be able to Identify the definition of market

segmentation;• Be able to grasp the bases for segmentation and

apply it into practice.•

Market segmentation

Page 14: Market segmentation Tourism Marketing

Market segmentation

• Market segmentation is the division of a market into different groups of customers with similar needs.

• Or to express it in another way, market segmentation is the division of a mass market into identifiable and distinct groups or segments, and each has common characteristics and needs and displays similar response to marketing actions.

Page 15: Market segmentation Tourism Marketing

• The purpose of market segmentation is to leverage scarce resources;

• or to ensure that the elements of marketing mix (price, distribution, products and promotion) are designed to meet specific needs of different customer groups.

Page 16: Market segmentation Tourism Marketing

Three phases of marketing strategy

Phase 3 Product/brand positioning

Phase 2Target market and marketing mix selection

Phase 1 Market segmentation

Page 17: Market segmentation Tourism Marketing

Segmentation studies

• Discover the needs and wants of groups of consumers to develop specialized products to satisfy group needs

• ---- identify “gaps” in the market• Used to identify the most appropriate media

for advertising

Page 18: Market segmentation Tourism Marketing

Customer segmentation

Page 19: Market segmentation Tourism Marketing

Bases for segmentation

Geographic Usage-situation Demographic Benefit sought

Psychological Psychographic Sociocultural

Page 20: Market segmentation Tourism Marketing

Geographic segmentation

• The division of a total potential market into smaller subgroups on the basis of geographic variables (e.g.,region,city,area)

Page 21: Market segmentation Tourism Marketing

Geographic segmentation

• Region: central, wangfujing street(Beijing),Nanjing road (Shanghai ) , marginal

• City size: Major metropolitan areas, small cities, towns

• Density of area: Urban, suburban, exurban, rural

• Climate: Temperate, hot, humid, rainy

Page 22: Market segmentation Tourism Marketing

Demographic segmentation

• Age: Under 12, 12-17,18-34,35-49,50-64,65-74,75-99,100+• Gender: Male,female• Marital status: Single,married,divorced,living

together,widowed• Income: Under$25,000,25000-34999,35000-49999,50000-

74999,75000-99999,100000and over• Education: Some high school,high school graduate,some

college,college graduate,postgraduate• Occupation: Professional,blue-collar,white-

collar,agricultural,military,government

Page 23: Market segmentation Tourism Marketing

Psychological segmentation

• Motivations• ----Intrinsic needs

• personality• ----Introvert/Extrovert

• perceptions• ---- Individual “frame of reference”

• Learning• ---- Learning stytles: visual, audio, etc

• Attitudes• Positive attitude,negative attitude

Page 24: Market segmentation Tourism Marketing

Psychographic segmentation

• All known as lifestyle analysis• Psychographic variables include:• --- activities• --- interests,and • --- opinions

Page 25: Market segmentation Tourism Marketing
Page 26: Market segmentation Tourism Marketing

Sociocultural segmentation

• cultures• American,Italian , Chinese,Mexican,French,Pakistani

• religion• Catholic,protestant,jewish,moslem,other

• Subcultures(race/ethnic)• African American,Caucasian 高加索的 ,Asian, Hispanic 西班牙的

• Social class• Lower ,middle, upper

• Family life cycle• Bachelors, young married , full nesters, empty nesters

Page 27: Market segmentation Tourism Marketing

Family life cycle advertising

Disneyland Hong Kong is often visited by couples with children.

Page 28: Market segmentation Tourism Marketing

• After watching the video, what first in your mind?

Page 29: Market segmentation Tourism Marketing

Usage-Situation Segmentation

• Segmenting on the basis of special occasions or situations.

• Example statements:• --- whenever our daughter gets a raise, we

always take her out to dinner.• --- when I’m away on business, I try to stay at a

suites hotel.• --- I always take my wife for a dinner in a

famous restaurant on Valentine’s Day.

Page 30: Market segmentation Tourism Marketing

Benefit Segmentation

• Segmenting on the basis of the most important and meaningful benefit:

• -- Functional quality• -- Value for money• -- Social benefit• -- Emotional benefit (positive or negative)• -- Lifestyle benefit• Used to position various brands within the same product

category• What is a company’s core strength?• Why/How will the consumer benefit?

Page 31: Market segmentation Tourism Marketing

Brain storming: What benefits does this Radisson Hotel advertising convey

• VEDIO

Page 32: Market segmentation Tourism Marketing

Brain storming:

• What benefits does this Radisson Hotel advertising convey?

Page 33: Market segmentation Tourism Marketing

Market segmentationSegmentation base Selected segmentation variables

Geographic segmentation

region Central, tsim sha tsui, 尖沙咀 mong kok, 旺角City size Major metropolitan areas, small cities,towns

Density of area Urban, suburban, exurban,rural

climate Temperate, hot,humid,rainy

Demographic segmentation

age Under 12, 12-17,18-34,35-49,50-64,65-74,75-99,100+

gender Male,female

Marital status Single,married,divorced,living together,widowed

income Under$25,000,25000-34999,35000-49999,50000-74999,75000-99999,100000and over

education Some high school,high school graduate,some college,college graduate,postgraduate

occupation Professional,blue-collar,white-collar,agricultural,military,government

Page 34: Market segmentation Tourism Marketing

continuedSegmentation base Selected segmentation variables

Psychological segmentation

Needs-motivation Shelter,safety,security,affection 喜爱 , sense of self-worthpersonality Extroverts,novelty seeker,aggressive,innovatorsperception Low-risk,moderate-risk,high-risk 敢冒险

Learning-involvement Low–involvement, high-involvement 低参与的

attitudes Positive attitude,negative attitude

Psychographic 消费心态

(lifestyle)segmentation Economy-minded, couch potatoes 电视迷 , outdoors enthusiasts,status seekers

Sociocultural segmentation

cultures American,Italian , Chinese,Mexican,French,Pakistani

religion Catholic,protestant,jewish,moslem,other

Subcultures(race/ethnic) African american,caucasian 高加索的 ,asian, hispanic 西班牙的

Social class Lower ,middle, upper

Family life cycle Bachelors, young married , full nesters, empty nesters

Page 35: Market segmentation Tourism Marketing

continuedSegmentation base Selected segmentation variablesUse-related segmentation

Usage rate 使用率 Heavy users,medium users,light users,non users

Awareness status 意识状态 Unaware, aware,interested, enthusiastic

Brand loyalty None, some,strong

Use-situation segmentation 使用情况

time Leisure,work,rush,morning, night

objective Personal , gift, snack, fun, achievement

location Home,work,friend’s home, in-store

person Self,family members, friends,boss, peers 同辈,同事

Sociocultural segmentation Convenience, social acceptance,long lasting, economy,value-for-the-money

Hybrid segmentation

Demographic/psychographics

Combination of demographic and psychographic profiles of consumer segments profiles

Prizm ne geodemographics “movers&shakers.””new empty nests,””boomtown singles,” bedrock america

Sri vals Innovators,thinkers, believer,achievers,strivers,experiencer,makers, survivors

Page 36: Market segmentation Tourism Marketing

Market segmentation

• Two-step process • Market segments---deciding how to group all

potential visitors • Target market----selecting specific groups from

among these to pursue

Page 37: Market segmentation Tourism Marketing

group task : matching

• A. Young couple with children of 2 to 5 years old

• B. Single college student

• C. Middle-aged couple• D. The old• E. Young and wealthy

couple• F. Football team

travelling in school

1) Holiday skimming in Austria 2) Hostels in several towns 3) Caravan accommodation at

seaside holiday villages 4) 2 or 3 star hotels and coach

journey 5) Quiet and luxurious

apartment houses at tourist spots 6) Interactive train tickets plus

hostels or tourist camps

Page 38: Market segmentation Tourism Marketing

Revision questions

• What are the bases for marketing segmentation?• What are the three phases of marketing

strategy?• What is the most significant thing you’ve learned

today?

Page 39: Market segmentation Tourism Marketing

• thanks