Title: Market Segmentation
1Market Segmentation
- Market segmentation is the subdividing of a
market into distinct subsets of customers. - Segments
- Members are different between segments but
similar within.
2Segmentation Marketing
- Definition
- Differentiating your product and marketing
efforts to meet the needs of different segments,
that is, applying the marketing concept to market
segmentation.
3Primary Characteristicsof Segments
- Basescharacteristics that tell us why segments
differ (eg, needs, preferences, decision
processes). - Descriptorscharacteristics that help us find and
reach segments. - (Business markets) (Consumer markets)
- Industry Age/Income Size Education Locati
on Profession Organizational Life styles
structure Media habits
4A Two-Stage Approachin Business Markets
- Macro-Segments
- First stage/rough cut
- Industry/application
- Firm size
- Micro-Segments
- Second-stage/fine cut
- Different customer needs, wants, values within
macro-segment
5Relevant Segmentation Descriptor
Variable A Climatic Region 1. Snow Belt
2. Moderate Belt 3. Sun Belt
Fraction of Customers
Segment 1
Segment 2
Segment 3
0
100
Likelihood of Purchasing Solar Water Heater (a)
6Irrelevant Segmentation Descriptor
Variable B Education 1. Low Education
2. Moderate Education 3. High Education
Fraction of Customers
Segment 1
Segment 2
Segment 3
0
100
Likelihood of Purchasing Solar Water Heater (b)
7Variables to Segmentand Describe Markets
8Segmentation in Action
- A Marriott Hotel used to be a Marriott Hotel An
upscale hotel catering to business people,
pleasure seekers and international and group
travelers. Today, besides the Marriott Hotels
(the companys major business), there are
Marriott Suites, Residence Inns, Courtyards by
Marriott and Fairfield Innseach serving a
smaller, targeted segment of the market. - Lenneman and Stanton, Mining forNiches,
Business Horizons.
9Segmentation in Action
- We segment our customers by letter volume, by
postage volume, by the type of equipment they
use. Then we segment on whether they buy or
lease equipment. - Based on this knowledge, we target our marketing
messages, fine tune our sales tactics, learn
which benefits appeal to which customers and zero
in on key decision makers at a company. - Kathleen Synnot, VP, Worldwide Marketing
Mailing Systems Division, Pitney Bowes, Inc. - quoted in Marketing Masters (Walden and Lawler)
10Customers Diverse Needs Require Diverse Channels
- Kodak increases customer contact and support with
a three tiered distribution system. - . . . Business Imaging Division created three
avenues for marketing microfilm, supplies and
imaging systems and software - direct sales reps (for more complex systems)
- brokers and distributors (for film sales and
delivery) - Components Marketing Division (to sell to system
integrators and VARs). - Business Marketing
11Ad in London Newspapers, 1900
- Men wanted for hazardous journey. Small wages,
bitter cold, long months of complete darkness,
constant danger, safe return doubtful. Honor and
recognition in case of success. - Ernest Shackleton, Arctic Explorer
- Did it work?
12Segmentation
- If youre not thinking segments, youre not
thinking. To think segments means you have to
think about what drives customers, customer
groups, and the choices that are or might be
available to them. - Levitt, Marketing Imagination
13Segmentation Marketing Implies a Market
- A market consists of all the potential customers
sharing a particular need or want who might be
willing and able to engage in exchange to satisfy
that need or want. - Kotler, Marketing Management
14Market Definition
Customer-Need Set 1 (Market 1)
Product 1
Technology A
Customer-Need Set 2 (Market 2)
Technology B
- ð Common customer needs define a market not a
product.
15Implications
- 1. Segmentation defines common customer needs.
- 2. Those common needs may be satisfied by
similar or dissimilar technologies or have
different solutions. - Ex Customer dissatisfaction at long delays at
supermarket checkout. - Solution 1 Faster UPC scanner systems.
- Solution 2 Entertainment/Sales systems on
checkout lines. - Note Total solution defines (competitive)
market, not product or technology.
16Market Definition Approaches
- Customer-Behavior
- Demand cross elasticity
- Brand/product switching
- Perception/Judgment
- Engineering/technological substitution
- Customer judgments/perceptual mapping
17Why is Market Definition Important?
- Strategy(What to focus on).
- Resource allocation(How much/where/when?).
- Feedback/performance measurement(How well are we
doing? How can we learn from our actions?).
18Electric Typewriter Market
- 1980 1981 1982 1983 1984 1985
- Shipments
- A (Us) 403,027 495,192 548,905 550,351 541,388 515
,000B 369,916 388,520 349,396 323,005 342,197 297
,000Other 367,057 324,010 343,885 370,374 202,495
129,070Total 1,140,000 1,207,722 1,242,186 1,243
,730 1,086,080 941,070 - Market Shares ()
- A (Us) 35.4 41.0 44.2 44.2 49.8 54.7B 32.4 32.2 2
8.1 26.0 31.5 31.6Other 32.2 26.8 27.7 29.8 18.6
13.7
19Word Processor Market
1980 1981 1982 1983 1984 1985
Shipments A (Us) 403,027 495,192 548,905 550,
351 541,388 515,000B 369,916 388,520 349,396 323,
005 342,197 297,000Other Electric 367,057 324,010
343,885 370,374 202,495 129,070 Electronic
WordProcessors 60,040 112,220 209,800 392,352 733
,699 1,372,016 Total 1,200,040 1,319,942 1,451,986
1,636,082 1,819,778 2,313,086 Market Shares ()
A (Us) 33.6 37.5 37.8 33.6 29.8 22.3B 30.8 29.
4 24.1 19.7 18.8 12.8Other Electric
30.6 24.5 23.7 22.6 11.1 5.6 Electronic
WordProcessors 5.0 8.5 14.4 24.0 40.3 59.3
20Market Definitionby Switching Behavior
- Current
Purchase Occasion - Diet Diet Diet Coke Coke Pepsi Pepsi Spr
ite Sprite Total - Coke 53 9 27 4 5 2 100Last Diet
Coke 12 61 4 15 2 5 100Purchase Pepsi 24
3 58 9 5 1 100Occasion Diet
Pepsi 4 14 11 63 2 6 100 Sprite 21 2 17
3 52 6 100 Diet Sprite 2 15 2 12 7 61
100
21STP as Business Strategy
- Segmentation
- Identify segmentation bases and segment the
market. - Develop profiles of resulting segments.
- Targeting
- Evaluate attractiveness of each segment.
- Select target segments.
- Positioning
- Identify possible positioning concepts for each
target segment. - Select, develop, and communicate the chosen
concept. - to create and claim value
22How STP Adds Value to a Firm
Segmentation Identify segments
Targeting Select segments
Positioning Create competitive advantage
Marketing resources are focused to better meet
customers needs and deliver more value to them
Customers develop preference for brands that
better meet their needs and deliver more value
Customers become brand/supplier loyal, repeat
purchase, communicate favorable experiences
Brand/supplier loyalty leads to increased market
share and creates a barrier to competition
Fewer marketing resources needed over time to
maintain share due to brand or supplier loyalty
Profitability (value to the firm) increases
23STPing the Market for Eggs
- Segments Disinterested consumers Casual Egg
UsersHealth conscious consumers Enthusiastic
users - Profiles BeliefsAttitudesLifestylesHealth/Nutr
ition consciousnessMedia habitsConsumption
habitsDemographics - Frank and Phillips,Agribusiness, July 1990
24Targeting and Positioning
25Overview of Marketing Engineering Methods for STP
- Clustering and discriminantanalysis (PDA2001
exercise) - Choice-based segmentation(ABB Electric)
- Perceptual mapping(G20 exercise)
26Segmentation (for Carpet Fibers)
Perceptions/Ratings for one respondent Customer
Values
..
..
.
.
.
.
.
.
.
.
.
.
.
.
D
.
.
.
.
.
A
.
.
.
.
.
.
Strength (Importance)
..
..
Distance between segments C and D
.
.
.
.
.
.
.
.
.
.
B
.
.
.
C
.
.
.
.
.
.
.
A,B,C,D Location of segment
centers. Typical members A schools B light
commercial C indoor/outdoorcarpeting
D health clubs
.
.
.
.
Water Resistance (Importance)
27Targeting
Segment(s) to serve
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
Strength(Importance)
.
.
.
.
.
.
.
.
.
.
.
.
Water Resistance (Importance)
28Positioning
Product Positioning
.
.
Us
.
Comp 1
Comp 2
Strength(Importance)
Water Resistance (Importance)
29A Note on Positioning
- Positioning involves designing an offering so
that the target segment members perceive it in a
distinct and valued way relative to competitors. - Three ways to position an offering
- 1. Unique (Only product/service with XXX)
- 2. Difference (More than twice the feature
vs. competitor) - 3. Similarities (Same functionality as
competitor lower price) - What are you telling your targeted segments?
30Steps in a Segmentation Study
- Articulate a strategic rationale for segmentation
(ie, why are we segmenting this market?). - Select a set of needs-based segmentation
variables most useful for achieving the strategic
goals. - Select a cluster analysis procedure for
aggregating (or disaggregating customers) into
segments. - Group customers into a defined number of
different segments. - Choose the segments that will best serve the
firms strategy, given its capabilities and the
likely reactions of competitors.
31Total Customer Value
Price/Performance
- Functional Value
- (What does this product do for me?)
-
- Supplier/Service Value
- What does the product mean to me?
- (What is the insurance? service? psychological?
value of the product or supplier?)
Advertising Selling Service Efforts
32Customer Needs and Customer Value Measurement
33Customer Value Assessment Procedures
- Attitude-Based Behavior-Based Inferential/Value
Based Choice models Internal engineering
assessment Neural networks Indirect
survey questions Discriminant analysis
Field value-in-use assessment - Indirect/(Decompositional Methods) Direct
Questions Conjoint analysis Preference
Regression - Unconstrainted Constrained/Compositional
Methods Focus groups Multiattribute value
analysis Direct survey questions
Benchmarking Importance and attitude ratings
Rule-based system/AI/expert systems
34Segmentation Methods Overview
- Factor analysis (to reduce data before cluster
analysis). - Cluster analysis to form segments.
- Discriminant analysis to describe segments.
35Cluster Analysis forSegmenting Markets
- Define a measure to assess the similarity of
customers on the basis of their needs. - Group customers with similar needs. The software
uses the Wards minimum variance criterion and,
as an option, the K-Means algorithm for doing
this. - Select the number of segments using numeric and
strategic criteria, and your judgment. - Profile the needs of the selected segments (e.g.,
using cluster means).
36Cluster Analysis Issues
- Defining a measure of similarity (or distance)
between segments. - Identifying outliers.
- Selecting a clustering procedure
- Hierarchical clustering (e.g., Single linkage,
average linkage, and minimum variance methods) - Partitioning methods (e.g., K-Means)
- Cluster profiling
- Univariate analysis
- Multiple discriminant analysis
37Doing Cluster Analysis
a distance from member to cluster
center b distance from I to III
38Single Linkage Cluster Example
- Distance Matrix
- Co1 Co2 Co3 Co4 Co5
- Company 1 0.00Company 2 1.49 0.00Company
3 3.42 2.29 0.00Company 4 1.81 1.99 1.48 0.00C
ompany 5 5.05 4.82 4.94 4.83 0.00
ResultingDendogram
1
2
3
Company
4
5
1
2
3
4
5
Distance
39Wards Minimum Variance Agglomerative Clustering
Procedure
- First Stage A 2 B 5 C 9 D 10 E 15
- Second Stage AB 4.5 BD 12.5
- AC 24.5 BE 50.0
- AD 32.0 CD 0.5
- AE 84.5 CE 18.0
- BC 8.0 DE 12.5
- Third Stage CDA 38.0 CDB 14.0 CDE 20.66 AB
5.0 - AE 85.0 BE 50.5
- Fourth Stage ABCD 41.0 ABE 93.17 CDE
25.18 - Fifth Stage ABCDE 98.8
40Wards Minimum Variance Agglomerative Clustering
Procedure
98.80
25.18
5.00
0.50
A
B
C
D
E
41Interpreting Cluster Analysis Results
- Select the appropriate number of clusters
- Are the bases variables highly correlated?
(Should we reduce the data through factor
analysis before clustering?) - Are the clusters separated well from each other?
- Should we combine or separate the clusters?
- Can you come up with descriptive names for each
cluster (eg, professionals, techno-savvy, etc.)? - Segment the market independently of your ability
to reach the segments (ie, separately evaluate
segmentation and discriminant analysis results).
42Profiling Clusters
Two Cluster Solution for PC Data Need-Based
Variables
1
Design
Means of Variables
0
Business
1
size
power
office use
LAN
storage needs
color
periph.
wide connect.
budget
43Which Segments to Serve?Segment Attractiveness
Criteria
44Selecting Segments to Serve
E
Strong
Firms Competitive Position
B
Medium
D
A
C
Weak
Low
Average
High
Segment Attractiveness
45Discriminant Analysis forDescribing Market
Segments
- Identify a set of observable variables that
helps you to understand how to reach and serve
the needs of selected clusters. - Use discriminant analysis to identify underlying
dimensions (axes) that maximally differentiate
between the selected clusters.
46Two-Group Discriminant Analysis
XXOXOOO XXXOXXOOOO
XXXXOOOXOOO XXOXXOXOOOO XXOXOOOOOOO
Price Sensitivity
X-segment
Need for Data Storage
O-segment
x high propensity to buy o low propensity
to buy
47Interpreting Discriminant Analysis Results
- What proportion of the total variance in the
descriptor data is explained by the statistically
significant discriminant axes? - Does the model have good predictability (hit
rate) in each cluster? - Can you identify good descriptors to find
differences between clusters? (Examine
correlations between discriminant axes and each
descriptor variable).
48Behavior-Based Segmentation
- Traditional segmentation
- (eg, demographic,psychographic)
- Needs-based segmentation
- Behavior-based segmentation
- (choice models)
49Choice Models
- 1. Observe choice
- (Buy/not buy gt direct marketers Brand
bought gt packaged goods, ABB) - 2. Capture related data
- demographics
- attitudes/perceptions
- market conditions (price, promotion, etc.)
- 3. Link
- 1 to 2 via choice model gt model
reveals importance weights of characteristics
50Choice Models vs Surveys
- With standard survey methods . . .
- preference/ importance choice ï weights
perceptions ñ ñ ñ predict observe/ask observ
e/ask - But with choice models . . .
- importance choice ï weights
perceptions ñ ñ ñ observe infer observe/ask
51(ABB) Behavior-Based Segmentation Model
- Stage 1 Screen products using key attributes to
identify the consideration set of suppliers for
each type of customer. - Stage 2 Assume that customers (of each type)
will choose suppliers to maximize their utility
via a random utility model. - Uij Vij eij
- where
- Uij Utility that customer i has for supplier
js product. - Vij Deterministic component of utility that is
a function of product and supplier attributes. - eij An error term that reflects the
non-deterministic component of utility.
52Attributes in ABBsChoice-Segmentation Model
- Invoice price
- Energy losses
- Overall product quality
- Availability of spare parts
- Clarity of bid document
- Knowledgeable salespeople
- Maintenance requirement
- Ease of installation
- Warranty
53Specification of the Deterministic Component of
Utility
- Vij å Wk bijk
- k
- where
- i an index to represent customers, j is an
index to represent suppliers, and k is an index
to represent attributes. - bijk is perception of attribute k for
supplier j. - wk estimated coefficient to represent the
impact of bijk on the utility realized for
attribute k of supplier j for customer i.
54A Key Result from this SpecificationThe
Multinomial Logit (MNL) Model
- If customers past choices are assumed to reflect
the principle - of utility maximization and the error (eij) has a
specific form - called double exponential, then
- eVij pij
- å eVik
- k
- where
- pij probability that customer i chooses
supplier j. - Vij estimated value of utility (ie, based on
estimates of bijk) obtained from maximum
likelihood estimation.
55What Does This Result Imply?
- Interval-level utility measurements are good
enough. That is - eVij eVij a pij
- å eVik å eVik a
- k k
- The marginal impact of an attribute is highest
when the probability of choosing an option j is
0.5.
56What Does This Result Imply? (contd)
Marginal Impact of an Attribute on the
Probability of Choosing an Option
0.5
Probability of Choosing the Option
57Applying the MNL Model in Segmentation Studies
Key idea Segment on the basis of probability
of choice 1. Loyal to us 2. Loyal to
competitor 3. Switchables loseable/winnable
customers
58Switchability Segmentation
Loyal to Us
Losable
Winnable Customers (business to gain)
Loyal toCompetitor
Current Product-Market by Switchability (ABB
Procedure) Questions Where should your marketing
efforts be focused?How can you segment the
market this way?
59Using Choice-Based Segmentation for Database
Marketing
- A B C D Average Cus
tomer Purchase Purchase ProfitabilityCustomer
Probability Volume Margin A B C - 1 30 31.00 0.70 6.51 2 2 143.00 0.60
1.72 3 10 54.00 0.67 3.62 4 5 88.00
0.62 2.73 5 60 20.00 0.58 6.96 6 22
60.00 0.47 6.20 7 11 77.00 0.38 3.22
8 13 39.00 0.66 3.35 9 1 184.00 0.5
6 1.03 10 4 72.00 0.65 1.87
60Managerial Uses of Segmentation Analysis
- Select attractive segments for focused effort
(Can use models such as Analytic Hierarchy
Process or GE Planning Matrix). - Develop a marketing plan (4Ps and positioning)
to target selected segments. - In consumer markets, we typically rely on
advertising and channel members to selectively
reach targeted segments. - In business markets, we use sales force and
direct marketing. You can use the results from
the discriminant analysis to assign new customers
to one of the segments.
61Checklist for Segmentation Studies
- Is it values, needs, or choice-based? Whose
values and needs? - Is it a projectable sample?
- Is the study valid? (Does it use multiple methods
and multiple measures) - Are the segments stable?
- Does the study answer important marketing
questions (product design, positioning, channel
selection, sales force strategy, sales
forecasting) - Are segmentation results linked to databases?
- Is this a one-time study or is it a part of a
long-term program?
62Concluding Remarks
- In summary,
- Use needs variables to segment markets.
- Select segments taking into account both the
attractiveness of segments and the strengths of
the firm. - Use descriptor variables to develop a marketing
plan to reach and serve chosen segments. - Develop mechanisms to implement the segmentation
strategy on a routine basis (one way to do this
is through information technology).
63Choosing aValue Assessment Method
- Method
- Criterion Value Behavior Compositional
or Unconstrained Based Based Decompositional - Amount of customer High Low Medium Low
information needed - Number of customers Low High Medium Any
- Good in dynamic/ Yes No Partly Partly
changing markets? - Past purchase data Not Needed Not Not
available? necessary necessary necessary - Analysis time frame Long Medium Long/Medium Short
- Cost Very high/ Medium High Low respondent
- Insight Very high Medium High Low
- Appropriate for lead users? Yes No Yes No
- Predictive of behavior? High Moderate Moderate Low
- If customers can reliably report how they will
behave after change.
64Related Models Described in the Marketing
Engineering Book
- To develop needs variables
- Conjoint Analysis (Chapter 7)
- Other segmentation methods
- Preference-based segmentation (PREFMAP in Chapter
4) - To help evaluate and select segments
- Analytic Hierarchy Process (Chapter 6)
- GE Planning Matrix (Chapter 6)