Segmentation and Targeting Workshop

1
Segmentation and Targeting Workshop

• Marketing Communications
• BA 323
• 9/17/07

2
Review Helpful Segmentation Tools

• www.gis.com
• www.census.gov
• Go to American FactFinder
• http//www.claritas.com/MyBestSegments/Default.jsp
  ?ID20
• http//www.caci.co.uk/acorn/default.asp
• UK-focused

3
Discussion Questions

• Come up with a label (like the ones on the
  Claritas zip code lookup) that captures the
  essence of the area you live in (on campus or
  elsewhere). What types of clothing, car and food
  brands might this group be interested in?
• Think of a company you worked for or you would
  like to work for. Who are the companys
  customers? Does the company have many different
  kinds of customers or just a specific one? Are
  the customers of the same geodemographic,
  demographic or psychodemographic? To which
  customers did the company position itself?
• How might Fiji Water segment its target audience?
  How would you define the brands major segments?
  What is the Fiji Water value proposition for each
  segment? Which segment should be the primary
  target for Fiji Water? (You can apply these
  questions to any other brand you choose!)