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MKTG 401 (2): Practising Marketing Management - A Simulation Module Leader: Richard Meek Student Name: Theodoros Maroulis [ Group no. 2]
Lancaster 19/11/2012
Segmentation Process
Segmentation
Targeting
Competitive
Positioning
Company Level Product and Service Brand Level
PEST Factors
Market Factors (Segment Attractiveness) Segment Size Segment Growth Rate Segment LC Customers Price Sensitivity Potential for Substitution
Nature of Competition Quality of Competition Likelihood of Entry Power of Suppliers Power of Customers Barriers to Entry Barriers Exiting the segment
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Segmentation: Geo-demographic Variables: Athens (Vyron region) citizen, Generation X,Y, Middle-high Income, Middle-Upper Social Class Behavioral: favorable (stance), Usage Rate (heavy users), Loyalty Level (strong), Involvement (behavioral), In research of alternative entertainment Psychographic: entertainment via participation to sports events, Lifestyle: seeking to be perceived as related to sports individuals and connected to the brand due to its high market brand image (belief), sports are related to social responsibility. Targeting: high involvement with sports, medium to high usage rate, age groups: 11-18, 18-30, 30-55, living in Athens and having favorable attitude towards women basketball and having it related with social responsibility practices. Positioning: Age groups: 15-18 and 35-45, citizen of Vyron Attica, consumer how is seeking for alternative ways of entertainment-practicing as regards the women basketball and being favorable to support a social responsible sport organization.
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Period 3
Next Per.
In 5 Periods
Period 4
188.2% Increase
References
Doyle, P. Marketing Management and Strategy, Hemel Hempstead: Prentice Hall Wind, Y. (1978), 'Issues and advances in segmentation research', Journal of Marketing Research, Vol. 15, pp. 317-38. Drummond, G., Ensor, J. and Ashford, R. (2008) Strategic Marketing: Planning and control, Oxford: Butterworth and Heinemann Kotler, P. (1997). Marketing Management: analysis, planning, implementation and control, Hemel Hempstead: Prentice Hall International Kotler, P. and Keller K.,L. (2006) Marketing Management, Athens: Klidarithmos Sleight, P. (1997) Targeting Customers: How to Use Geo-demographic and Lifestyle Data in Your Business, NTC Publications
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