Segmentation Base: Demographic Nostalgia of specific generation or cohort TVC Snickers: PK Snickers: Transformers O Copy rights reserved, Zou Deqiang 21
21 21 © Copy rights reserved, Zou Deqiang Segmentation Base: Demographic • Nostalgia of specific generation or cohort • TVC: ¾Snickers: PK ¾Snickers: Transformers
Segmentation Base: Psychographic Lifestyle segmentation Categories Interests opinions Quorn targets vegetarians Source@quornhttp://www.quorn.co.ukhttp:lww with meat substitutes O Copy rights reserved, Zou Deqiang
22 22 © Copy rights reserved, Zou Deqiang • Lifestyle segmentation • Categories ¾ Activities ¾ Interests ¾ Opinions Quorn targets vegetarians with meat substitutes Source: © Quorn http://www.quorn.co.uk Segmentation Base: Psychographic
Segmentation Base: Psychographic Lifestyles Using the Lifestyle Market Analyst, marketers can identify other interests that om aw appeal to those consumers who enjoy a particular 部=器,器 lifestyle, as well as the demographics of those consumers Market profiles of each DMA 品品 provide lifestyle information as well 量喜 http://www.srds.com/frontmatt erlips/lifestyle/sample. html
23 Segmentation Base: Psychographic Using the Lifestyle Market Analyst, marketers can identify other interests that appeal to those consumers who enjoy a particular lifestyle, as well as the demographics of those consumers. Market profiles of each DMA provide lifestyle information as well. http://www.srds.com/frontMatt er/ips/lifestyle/sample.html
Segmentation Base: Behavioral Occasions Benefits Buyer-readiness stage Unaware. aware, informed interested. Desire, Intend to Usage Rate Light users. Medium users. hea vy uses Loyal Status Hard-core loyals Split loyals Shifting loyals switchers Nonusers Ex-users User Status Potential users. First-time
24 Segmentation Base: Behavioral Occasions Occasions Benefits Benefits Buyer-readiness stage Buyer-readiness stage . Unaware . aware. informed. interested. Desire. Intend to buy Usage Rate Usage Rate . Light users. Medium users. heavy users. Loyal Status Loyal Status . Hard-core loyals. Split loyals. Shifting loyals. switchers. User Status User Status . Nonusers. Ex-users. Potential users. First-time users. Regular users
Segmentation Base: Behavioral Nestle has implemented an Neste occasion segmentation strategy during the Christmas season by marketing special flavors of coffeemate that complement the holidays ee. What other brands cOULD develop their own special products or packaging for holidays or other occasions? O Copy rights reserved, Zou Deqiang
25 25 © Copy rights reserved, Zou Deqiang Nestle has implemented an occasion segmentation strategy during the Christmas season by marketing special flavors of Coffeemate that complement the holidays. What other brands COULD develop their own special products or packaging for holidays or other occasions? Segmentation Base: Behavioral