Consumer targeting
More varied media consumption
declining consumer loyalty
individulisation of tastes and subsequent fragmantation of markets which is more costly to target
less cleary defined and segmented lifestyles
less predictable consumer behaviour
Segmentation
Segmentation is the indentification of groups of consumers within a market who share similar buyer behaviour, needs, motivations and attitudes.
Right product to right person
Segmentation - what i should ask myself
Is the segment indenitifiable?
Is the segment visable?
Is the segment accessible?
Is the segment measurable?
action - ability?
How realistic is getting your market?
Process of segmentation
Qualitative research - smaller research but more detail
Quantitative research - numbers
Analysis
Validation
Profiling
CRM - Customer Relation Management
- purchase history
- colours
Segment Variables
Geography
polychographics
socio-cultural factors
demographics
Segment evaluation
potential profit
potential growth
competition
size
fit with brand direction/vision
Targeting
different ways of going about it
Perceptual Map - where does my brand fit? need to ask consumer
asos.com took their customer information from what they brought and how much they paided etc and created personal emails to each customer advertising other pieces of same style/value.
Online is such a easy way of getting information about your customers. Everyone is online.
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