Segmentation.ppt

1、,Chapter 6,Segmentation,The Three Major Steps in Target Marketing,Bases for Segmenting Consumer Market,Geographic Segmentation Demographic Segmentation Psychographic Segmentation Behavioral Segmentation,Geographic Segmentation,Localize 4P to fit the needs of individual regions Starbucks, Home Depot,

2、 and Wal-Mart KFC in Japan: mash potatoes, fried fish and smoked chicken. McDonalds in Taiwan 米堡; Coca-Colas Qoo 南部：搏感情、俗擱大碗；北部：愛嚐鮮、感時髦。 World region or country, country region, city or metro size, density, or climate Cultivate as-yet untapped geographic territory, e.g. Hampton Inns, IS Coffee 科學園區廠

3、商.,Geographic Segmentation,麗嬰房 中國市場太廣闊，人文、消費習性、所得差異非常大，南北溫差甚至達數十度，換季時間有大幅度差別。 將中國市場劃分成華東、華南、華中、華北、西南和東北六個區域，以反應這些區域對童裝顏色、款式、質料的偏好差異。 捷安特 大陸 民生必需品（耐久財） 少樣多量 歐美 運動休閒品（消費財） 多樣少量,Case: 拉昆特旅館,目標顧客：小生意人。 經營概念：高品質（跟Holiday Inn一樣好），中價位（約便宜3成） 大部分旅館和汽車旅館的餐廳都賠錢且囊括95%客戶投訴。 不設置餐廳、廚房、結婚禮堂和會議室。 規劃較小空間的會客大廳。 位置：深入

4、商業區，或政府機關、醫院及工商綜合區附近。,Local Marketing,The marketing programs are tailored to the needs and wants of local customer groups. Local marketing is particularly important in countries with strong regional differences, e.g. China. Drawbacks Reduce economics of scale Logistical problems Dilute a brands over

5、all image, e.g. Matsushita (松下).,Case: 紐西蘭奇異果 ZESPRI,全球市佔率：28%。 將巨無霸奇異果輸往日本，而將一般大小的奇異果則輸往歐洲。因為日本人喜歡大粒、外觀漂亮、吃起來過癮的奇異果。 黃金奇異果：在日本以甜為訴求，在台灣則以營養為訴求。,Special Local Marketing,Demographic Segmentation,Age and life-cycle stage Gender Income Race Occupation Education Religion Nationality Social class,Demogra

6、phic Segmentation Age and Life-Cycle,Consumer needs and wants change with age, e.g. Sony walkman for children, 克寧 銀養奶粉, 善存 銀寶善存. Companies marketing to mature consumers usually employ positive images and appeals, e.g. Olay ProVital. Age is often a poor predictor of a persons life cycle. Life stage:

7、marriage, the first child, or the first job etc.,Demographic Segmentation 老年人市場,戰後嬰兒潮世代(19461964出生者)是目前全球人數最多的一個世代，全球至少有兩億人，而在未來的525年間，這批人潮將陸續步入老年(65歲)；預估到2050年，中國高齡人口將佔總人口的大約30%，而義大利、德國、日本等以開發國家的高齡化程度甚至超過35%。 Examples 英國Vodafone推出體積龐大、外型平實且操作方便的簡易型手機。 日本7-11推出低熱量、少份量的健康概念便當，以烤或蒸的料理來取代油炸的料理。 美國福特汽車公

8、司的產品研發部門為模擬老人行動，發明了老人裝(third-age suit)。,Demographic Segmentation Gender,Gender segmentation has long been used in clothing, cosmetics, toiletries, and magazines. Examples Caf de Make-up office lady Mandom mens cosmetics 台新銀行玫瑰卡(Ladys Card) 雀巢奶粉,Demographic Segmentation 女性市場,NFLs Super Bowl The 30 mi

9、llion or more women who watch the average Super Bowl make up more than 36% of the games audience. Advertisers know that these women influence 80% of all household consumer purchase. Women now account for almost half of all NFL-licensed merchandise purchase. A growing number of Web sites also target

10、women, e.g. Oxygen, PChome女性購物.,Demographic Segmentation Income,Automobiles, boats, clothing, cosmetics, financial services, and travel Examples LOreal, Dell Smart PC $575. Many companies sell products to consumers spanning several income levels. Shiseido: (1) Ettusais (艾杜莎); (2) IPSA, and (3) cle d

11、e peau (肌膚之鑰). Levi Strauss: (1) Levi Strauss Signature ($23) Wal-Mart; (2) Type 1 ($65) Macys; (3) Levi Red ($150) Barneys.,Demographic Segmentation 低所得市場,Despite their lower spending power, the nearly 1/3 of the nations households that earn less than $25,000 per year offer an attractive market. Ex

12、amples Greyhound Lines, Dollar General, Family Dollar.,Case: 五分錢戲院 (nickelodeon),Harry Davids於1905創設於賓州匹茲堡 當然一般美國家庭平均週薪只有12美元，但看歌劇約須2美元，即便雜耍表演也須50分。 五分錢戲院以勞工群眾為目標顧客，地點選在租金便宜的勞工階層地區，擺設僅長板凳與銀幕。 每天觀賞人數：7000人 (1905) 200萬人 (1907) 700萬人 (1914, 年營業額5億),節錄自藍海策略,Demographic Segmentation Race,Mattels Barbie:

13、Christie (1968) African, Theresa (1988) Latina, and Kira (1990) Asian. Hallmarks Mahogany,An easily identifiable demographic group which is often targeted by marketers is college students. Do you think this is influenced more by a common economic status of the target group, geographic concentration

14、of a specific age group, or some other factor(s)?,Discussion Question,Psychographic Segmentation,Lifestyle A persons pattern of living in the world as expressed in activities, interests, and opinions. E.g. SOHO族, 雅痞, 夜貓族. IKEA 北歐、鄉村或現代等風格；HOLA 新古典、異國、自然鄉村、當代奢華等風格；B 6.22 保齡球節; 12.1 電影節 Hershey Kisses

15、 Chocolate Nike 籃球鞋, 足球鞋, 慢跑鞋,Behavioral Segmentation,Benefits Wacoal: Tokyo and Jakarta feminine; Seoul and Bangkok good on them; Taipei confidence. ASUS notebook digital home, portability, or personal entertainment center. La new 核心氣墊皮鞋.,Behavioral Segmentation Toothpaste Industry,Behavior Segment

16、ation Breakdown,Behavioral Segmentation,User status Nonusers, ex-users, potential users, first-time users, and regular users Callaway Golf Big Bertha Leader potential users; follower current users Usage rate Light, medium, and heavy E.g. HP printer 分離式 or 三合一. Fast-food companies often target light users with their ads and promotions.,Behavioral Segmentation,Loyalty status Hard-core loyals, split loyals, shifting loyals, and switchers B