Transcription of Segmentation and Targeting
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Segmentation and Targeting
Segmentationand TargetingSegmentation and targetingOutline The Segmentation - Targeting -positioning (STP) framework Segmentation The concept of market Segmentation Managing the Segmentation process Deriving market segments and describing the segments Step 1: cluster analysis Step 2: Discriminant analysis TargetingSegmentation and targetingLearning goals Understand what STP means and how it creates value Explain the concept of market Segmentation Choose relevant Segmentation bases based on differentiability and identifiability Know the steps in designing a Segmentation study Perform a cluster analysis to derive market segments Conduct a discriminant analysis to characterize the market segments Select segments for Targeting using portfolio analysisSegmentation and targetingSTP Segmentation , Targeting .
Segmentation and targeting Cluster analysis Basic question: How can objects (customers, brands, stores, etc.) be grouped such that objects within the same cluster are similar and objects in different clusters are dissimilar? In segmentation, the objects of interest are customers and similarity is assessed in terms of
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