How to make market segmentation? For example, I want to make a market segment of a drink. Is the target of the segmentation of my brand, or is it the market segmentation of the entire beverage industry?
5 thoughts on “How to make market segmentation”
Leave a Comment
You must be logged in to post a comment.
Segment a market and use it as the company's target market, design the correct product, service, price, promotion and distribution system "combination" to meet the needs and desires of customers in the market.
1. Select the market scope of the product. The company should clarify its product market in a certain industry and use it as the basis for formulating a market development strategy.
2, list the needs of potential customers. Various variables that affect product market demand and customer purchase behavior can be listed from the aspects of geography, population, psychology.
3. Analyze the different needs of potential customers. The company responds to different potential customers for sampling surveys, and evaluates the demand variables listed to understand the common needs of customers.
4. Formulate the corresponding marketing strategy. Investigate, analyze, and evaluate the market segments, finally determine the market segments that can be entered, and formulate corresponding marketing strategies.
Extension information
The method of market segmentation has gone through several stages. Initially, because the data was ready, the investigators used market segmentation based on population statistics. They believe that different personnel, due to their age, position, income and education, the consumption model will be different. Later, investigators added factors such as the living place, house ownership and family population of consumers, and forming market segmentation based on geographical population statistics.
In later, people found that under the same market segmentation based on population statistics, there are still different consumer models. Therefore, the investigators used consumer's willingness, motivation, and attitude to classify the method of behavior science.
The form of this method is based on Huiyi's market segmentation method, and the basis for dividing is the main Huiyi sought by consumers from the product. Another form is a market segmentation based on psychological description, and the division is based on the characteristics of consumer lifestyle.
Through market segmentation, it is conducive to the excavation and development of new market opportunities for enterprises, conducive to choosing the target market, the positioning of product strategies and role, which is conducive to the formulation of marketing strategies, and it is conducive to improving the economic benefits of the enterprise.
The product market segmentation is in the sum of the exchanges between the final product and service and the exchange relationship. According to different categories of customer needs and the same customer needs, the market is divided into different groups.
The foundation of the product market segmentation is the difference in consumer demand, that is, find consumer consumer groups in differentiated market demand, which is essentially to find homogeneity in differentialized markets.
The basis of market segment according to consumer demand is as follows.
1. There are differences in consumer demand
The difference in demand for consumer consumer refers to the different demand between different eliminations. In the market, consumers always want to buy products according to their own unique needs. According to the differences in consumer demand, we can divide the market into two categories: "homogeneity needs" and "heterogeneity needs". Homogeneous demand refers to the small difference in consumer demand and even neglect, so it is not necessary to make market segmentation; heterogeneous demand refers to the different geographical and social environment of consumers. The psychology and purchase motivation are also different, causing their differences in the price, quality, and styles of the product. The difference in demand is the basis of our market segmentation.
2. There is similarity in consumer demand
I people in the same geographical conditions, social environment and cultural context will form a similar outlook on life and values. same. It is precisely because of the relative homogeneity of consumer demand in some aspects that consumers with absolute differences in the market can aggregate different groups according to certain standards. Therefore, the absolute differences of consumer demand have caused the necessity of market segmentation, and the relative homogeneity of consumer demand makes the market segmentation the possibility of realization.
3. Enterprise resources are limited
D modern enterprises cannot provide the market with products and services that can meet all needs due to their own strength. In order to conduct effective competition, enterprises must conduct market segmentation, choose the most favorable target market segment, concentrate resources, and formulate effective competition strategies to achieve and increase competitive advantages.
The purpose of enterprise market segmentation is to obtain greater economic benefits by positioning consumer demand differences. As we all know, the differentiation of products will lead to the corresponding growth of production costs and sales costs. Therefore, a balance between the income income from the market and the market segmentation is increased. As a result, effective market segmentation should meet the following five principles, as shown in Figure 3-2.
The market segmentation of five principles
Different differences. Difference refers to the difference in conceptual markets that can be distinguished and have different reactions to different product portfolio factors and solutions. Factors that make consumer demand have differences can be used as a standard for market segmentation. If consumers in different market segments have little difference in product demand, the homogeneity of behavior is far greater than its heterogeneity, at this time, enterprises do not have to market market segmentation. On the other hand, for the market segment, enterprises should formulate independent product solutions. If such a solution cannot be formulated, [Zhang Lefei 1] does not have to be segmented by the market.
This can be measured. The measurement can be recognized and measured by the standards of the market segment and the market after segmentation, that is, there are obvious differences and reasonable scope. If the needs and characteristics of some market segments or buyers are difficult to measure, it cannot be defined after market segmentation, and it is difficult to describe, then the market segmentation loses its meaning. Generally speaking, some objective factors, such as age, gender, income, geographical location, nation, etc., are easy For psychological and personality, it is more difficult to determine.
The entry. Entry sex means that enterprises can enter the market that can enter products and impact consumers through their efforts. On the one hand, the information about the product can be passed on to most consumers in the market through a certain media: on the other hand, enterprises may transport products to the market through certain distribution channels in a certain period of time. Otherwise, the value of the market segment is not great. For example, if the enterprise producing mobile phones is used as a segment of the luxury mobile phone market, there is no brand and high -end technology support, it is probably difficult to enter.
able profitability.可盈利性是指细分市场的规模要大到能够使企业足够获利的程度，使企业值得为它设计一套产品规划方案，以便顺利地实现其产品目标，并且有可拓展的潜力，以Make sure to obtain the ideal economic and social benefits as planned. For example, a county restaurant uses Western food as a market segment to open a steak shop, and there are too few people who eat Western food in the entire county, which is not enough to feed a steak shop.
This stability. Stability means that the market segment has relative time stability. Whether market segments can maintain relatively stable stability within a certain period of time are directly related to the stability of enterprise production and marketing. For enterprises with long cycles and slow transfers, if the market segment cannot be relatively stable, it is more likely to cause operating difficulties, which seriously affects the operating efficiency of the enterprise.
E each product should have its own unique value and consumer market. How to set the value of the product to meet the needs of the consumer market? If the scope of the product market is too wide, it will make your products unprepared; if the scope of the defined score is too narrow, it will reduce the market share of the product and reduce product profits; Features to market segmentation. According to the "market map", we divide the product market into the consumer market and the enterprise market. The consumer market refers to the consumer group purchased in order to meet its needs; the corporate market refers to the corporate customer group who purchases or prepares to purchase production materials in order to produce or reproduce needs.
The subdivisions of the consumer goods market may include four aspects: geographical factors, population statistical factors, psychological factors and behavioral factors. Each aspect contains a series of subdivided variables.
The consumer product market segmentation Based on variables. That is to segmented the market according to the geographical location of consumers, urban size and geographical environment. Consumers in different geographical environments often have different needs and preferences for the same type of products. For example, the purchase of mobile phones can be divided according to geographical location. Urban residents like beautiful, lightweight, and high -performance mobile phones, and rural residents pay attention to mobile phones with complete functions, reliable quality, and durable.
Stplified according to population statistical factors. That is, the market is divided into different groups according to factors such as age, gender, occupation, income, nation, and religious beliefs. Because population factors are easier to measure than other factors and have a wide range of applications, population factors have always been an important basis for the consumer market. Even in the era of smartphones, you don't know that in the elderly market segment, the market share of functional mobile phones is as much as 20 million units per year.
Stidate according to psychological factors. The consumers will be divided into different groups according to their lifestyle, personality, purchase motivation, attitude and other factors. This subdivision method can show the differences in psychological needs of different groups in psychological needs. If entrepreneurs buy high -end Samsung business phones, they are mainly to show their identity and status. Young people have vanity ingredients in addition to the high quality of Apple mobile phones, and the rural uncle is mainly for communication.
Stidum according to behavioral factors. That is to segment the market according to factors such as the time, quantity, frequency, and brand loyalty of consumers who purchase or use a certain product. For example, rice noodles are keen to buy Xiaomi mobile phones, and the life cycle of smartphone products is basically two years, so Xiaomi must update iterative products every year to avoid customer loss.
In summary, taking my country's mobile phone market as an example: according to geographical factors, it can be divided into cities and rural areas; according to population statistical factors, it can be divided into young people and elderly people; according to psychological factors, it can be divided into luxury , High -end, mid -range and ordinary, low -end; brand loyalty according to behavioral factors can be divided into Apple, Huawei, Xiaomi, etc.
The standards used to subdivide the consumer market can also be used to segmented the enterprise market. For example, the variables such as base geography, pursuit of interests and usage rates are subdivided. However, because corporate customers and consumers have a difference in purchasing motivations and behaviors, in addition to using the aforementioned consumer market segmentation standards, some new standards can be used to segment the producer market. Commonly used factors such as customer requirements, customer operating scale, industrial concentration and other factors.
It according to customer requirements. Different customers have different needs for the same product. For example, the company's needs for servers, online operators build "public clouds" to provide cloud services to the market. They need to purchase server clusters to build service capabilities. They require large reserves, high performance, stability, stability, Strong; large and medium -sized enterprises choose to purchase servers for hosting, require quality guarantee, strong stability, and after -sales service in place; small and micro enterprises choose to rent "cloud server", which requires high cost performance, low maintenance costs, and stable networks. Therefore, enterprises should provide different products and design different marketing combination strategies to meet the different requirements of customers.
If according to the customer's business scale. Customer operating scale determines the size of their purchasing capabilities. Divided by customer operation scale, can be divided into large users, medium users, and small users. Taking UFIDS software as an example, the T3 series products are mainly for small and micro enterprises. The T6 series products are mainly for medium -sized enterprises. The U8 series products are mainly facing large enterprises. NC series products are mainly for group companies.
If according to the customer's industrial concentration. One of the obvious features of the enterprise market is industrial concentration. Taking the big data market as an example, companies and companies that provide big data services are basically concentrated in large cities. They are not only affected by the talent structure. The key is the industrial structure. Internet companies and large enterprises are concentrated in large cities, so the data center is also built in large cities, forming a stable industrial cluster. Taking Alibaba as an e -commerce engine has driven thousands of home e -commerce companies to settle in Hangzhou, forming an e -commerce industry cluster. According to the customer's industrial structure segment, selecting a more concentrated area of customers as the goal, which is conducive to saving the time between sales personnel to and from different customers, and also facilitates product value delivery and reduce transportation costs.
Pay content for time limit to check for freenAnswer Hello, I am inquiring for you, please wait a moment, I will reply to you immediately ~nHello, I am glad to answer it for you. Market segmentation refers to the classroom customer in the market into several customer bases in accordance with certain standards. Each customer group constitutes a sub -market. There are obvious differences. Market segmentation is the basic work of choosing the target market. Marketing's activities include a market segmentation and using it as the company's target market. It designs the correct product, service, price, promotion, and distribution system to meet the needs and desires of customers in the market.nI hope the above answers are helpful to you ~ If you are satisfied with my answer, please like it.n1 morenBleak
Market segmentation is the process of dividing the entire market into different consumer groups according to the different consumer needs. Its objective foundation is the heterogeneity of consumer demand. The main basis for market segmentation is the customer base with consistent demand in the heterogeneous market, which is essentially seeking homogeneity in the heterogeneous market. The goal of market segmentation is to aggregate, that is, consumers with the same demand in the market that needs the same demand. This concept is proposed that it plays an important role in promoting the development of enterprises.
So what are the basis for market segmentation? Take online education as an example.
-homogeneous preference. All consumers in the market have a strong demand for updating their knowledge. They prefer similar preferences and do not have obvious differences. They can use online interactive teaching methods.
Disted preferences. Consumers' preferences in the market are not concentrated, and consumers with different preferences are more distributed evenly and are decentralized. At this time, there are two types of target markets to choose from: one is to provide a network education service to this market, so that market demand is transferred to homogeneous preferences; the other is to provide a multi -network education platform to this market. The combination of knowledge and preference has its own focus, so that the market demand group preference transition.
Group preferences. Consumers of different preferences in the market have formed some clusters, some focus on classroom education, some focus on skill training, and some are imagined to improve their personal qualities, and each has formed several strongholds. This naturally forms several segments.
In the market segmentation can we bring us? It is conducive to analyzing and discovering new market opportunities, formulating the best sales strategy; conducive to the development of small enterprises; conducive to corporate adjustment of sales strategies; conducive to enterprises to focus on the use of corporate resources according to the characteristics of market segments, avoid decentralized power, use themselves to play themselves The advantage is to achieve the best economic benefits.
So how to make market segmentation?
Is when we do market segmentation, we should first set the basis for the market segmentation based on our own experience and other companies' market conditions, that is, the cutting method of a market. The market cutting method is very important. If the cutting method is not good, then after cutting, we still can't see one reason. From the perspective of the clothing industry, first look at the following table:
style
classical style
n n
Avant -garde style
The high -grade
low -grade
This is the grade and style of clothing Come to subdivide, in this way, a large market is divided into nine combinations. These combinations do not necessarily exist, but we should do a definition of each grid, that is, the preliminary definition of the market. Look at the next form:
type
age/gender
Clothing
sportswear
casual clothing
teenager (male)
n n
n n n n n n n n R n
Mu middle youth (female)
old age (male)
n
n n n n n n n n n n n n n n n n n n n n n n n n n n n n R n We believe that we can enter the local market after subdivision in the first form. We can define the target market we want to choose. Here we can see the positioning of men's clothing brands Jinli: popular high -end young and middle -aged men's suit and supporting products. Let's introduce the segmentation of industrial products and consumer goods in a general way. Industrial products can be divided according to industry (home appliances, energy, etc.), application (after -sales service, supervision, scientific research, office, etc.), types, regions, etc.; consumer goods can be based on consumer income, age, education, region, preferences, preferences Waiting for subdivision
So what are the basis for market segmentation? Take online education as an example.
-homogeneous preference. All consumers in the market have a strong demand for updating their knowledge. They prefer similar preferences and do not have obvious differences. They can use online interactive teaching methods.
Disted preferences. Consumers' preferences in the market are not concentrated, and consumers with different preferences are more distributed evenly and are decentralized. At this time, there are two types of target markets to choose from: one is to provide a network education service to this market, so that market demand is transferred to homogeneous preferences; the other is to provide a multi -network education platform to this market. The combination of knowledge and preference has its own focus, so that the market demand group preference transition.
Group preferences. Consumers of different preferences in the market have formed some clusters, some focus on classroom education, some focus on skill training, and some are imagined to improve their personal qualities, and each has formed several strongholds. This naturally forms several segments.
In the market segmentation can we bring us? It is conducive to analyzing and discovering new market opportunities, formulating the best sales strategy; conducive to the development of small enterprises; conducive to corporate adjustment of sales strategies; conducive to enterprises to focus on the use of corporate resources according to the characteristics of market segments, avoid decentralized power, use themselves to play themselves The advantage is to achieve the best economic benefits.
So how to make market segmentation?
Is when we do market segmentation, we should first set the basis for the market segmentation based on our own experience and other companies' market conditions, that is, the cutting method of a market. The market cutting method is very important. If the cutting method is not good, then after cutting, we still can't see one reason. From the perspective of the clothing industry, first look at the following table:
style
classical style
n n
Avant -garde style
The high -grade
low -grade
This is the grade and style of clothing Come to subdivide, in this way, a large market is divided into nine combinations. These combinations do not necessarily exist, but we should do a definition of each grid, that is, the preliminary definition of the market. Look at the next form:
type
age/gender
Clothing
sportswear
casual clothing
teenager (male)
n n
n n n n n n n n R n
Mu middle youth (female)
old age (male)
n
n n n n n n n n n n n n n n n n n n n n n n n n n n n n R n We believe that we can enter the local market after subdivision in the first form. We can define the target market we want to choose. Here we can see the positioning of men's clothing brands Jinli: popular high -end young and middle -aged men's suit and supporting products. Let's introduce the segmentation of industrial products and consumer goods in a general way. Industrial products can be divided according to industry (home appliances, energy, etc.), application (after -sales service, supervision, scientific research, office, etc.), types, regions, etc.; consumer goods can be based on consumer income, age, education, region, preferences, preferences Wait for subdivision
First, there should be a clear market segmentation standard. Taking living consumer goods as an example, the four factors of geography, humanities, psychology, and consumption behavior can generally be selected as the standard standard. When specific segmentation, you can use the method of divergent thinking to obtain a series of segments. For example, the bicycle market can be divided into domestic and international markets. Among them, domestic markets can be further subdivided into Central China, Southwest Market, and Northeast Market. Markets, etc. If the segmentation of the production data market can choose the ultimate user, user scale and production capacity, user location and other factors as segmentation standards.
I learn marketing.
This.
The Hi me,
I will leave a message.