Professional Documents
Culture Documents
Market Segmentation
Market Segmentation
Alduheza, Shynne B.
Bugais, Lislyn Megann D.
Cesar, Jan Harmony A.
Flores, Chiena Mae S.
Espana, Lorebeth L.
Lo, Manuel Timothy Jude C.
Manzo, Marie Angeli F.
Tan, Marie Charmaine B.
Marketers
Marketers
Definition of Terms
Market Segmentation
- dividing a market on the basis of
differences and forming subgroups based
on common characteristics
- goes hand in hand with targeting and
positioning
Segmentation
- identifies variables that can be used to
target desirable groups of individuals
identifiable
accessible
of sufficient size
responsive to the targeted marketing mix
Segmentation Approaches
Empirical
based on professional
experience or information
colleccted from literature
resembles empirical
treatment by physicians
and pharmacists
Hypothesis-Driven
tests hypotheses about the
relationships between market
segmentation variables and
outcomes
gain insights about actual and
potential customers that can be
used to secure a competitive
advantage
builds on information used in
empirical segmentation
rely on market research
techniques to identify patterns of
consumer behavior
Empirical Segmentation
Advantages
Disadvantages
complex
bombarded with
tremendous amounts of
information about
customer behavior and
actions of competitors
time-tested
business owners rely on their
intuition and knowledge to serve
customers
Hypothesis-Driven Segmentation
Advantages
Disadvantages
Characteristics of a Niche
large enough to be profitable
underserved or ignored by competitors
able to be exploited by the unique skills
and capabilities of marketers
Demographic
Geographic
Psychographic
Behavioral
Benefits
Demographic Segmentation
Senior Market
users of prescription medications and
other forms of health care
fastest growing segment
with highest discretionary income
five variables for segmentation:
- discretionary income
- general level of health
- general activity level
- amount of discretionary time not taken up
with family, job, and social activities
- degree of social interaction with others
Cohort Segmentation
dividing consumers by age into a cohort
Cohort: a group of people of the same
generation ; the same historical events
during formative periods
-Great Depression: thrifty
-Vietnam War: challenge authority
-Others:
Depression
Babies,
Silent
Generation, Swing Generation, Greatest
Generaion, Baby Boomers, Generation X,
Generation Y, Millennials
Geographic Segmentation
permits pharmacists to target patients on
the basis of location
used to locate lucrative market segments
and
target
those
segments
with
promotional communications
variables: country, region, metropolitan
statistical area, city, county, state,
neighborhood, rural
Psychographic Segmentation
based on the premise that consumers are
influenced by personality, lifestyle, and
values
useful for shaping promotional strategies,
product development, and communication
decisions
uses
psychological
and
socioogical
research methods
- identify consumer values, beliefs, and
attitudes
Segment
Characteristics
Barriers to
Treatment
How to Reach
Message
Disciples
obedient, trusting,
highly compliant with
therapies
sometimes
forgetful
pharmacists,
advertising,
popular press
remind, reinforce
benefits of
treatment
Medical Buffs
engaged, adherent,
trust physicians but
feel in control of own
health
have string
brands of ideas,
first to switch
brands
internet, medical
publications,
brand-specific
ads
position treatment
as patientphysician
relationship, stress
brand superiority
Naturalists
distrust
shun pharmaceuticals traditional
in favor of holistic
treatments,
remedies
anxious about
side effects
guerrilla
marketing,
condition-specific
website,
nonbranded ads,
point-of-purchase
displays
position treatment
as part of healthy
lifestyle,
emphasize the
natural
Immortals
devi-may-care types,
disregard physician's
recommendations
ill-informed,
often in denial
family members,
peers, telephone
reminders
deliver wake-up
call, clarify
necessity for
treatment
Fatalists
family members,
feel hopeless and
peers, telephone
helpless
reminders
Realists
Authority Seekers
Skeptics
Hypochondriacs
Dissatisfied
Energetic
Sedentary
Ambivalent learners
Uncertain patients
Risk avoiders
Assertively reliants
Behavioral Segmentation
uses information about consumer actions and
choices to group customers
deals with utilization of health care services and
products
criteria include:
- type of health insurance or plan choices
- frequency of visits to health care providers
- self-care habits
- prescription drug use
- nonprescription and heral medication use
- preventive care behaviors
- level of participation in pharmaceutical care
activities
Pareto Principle
a relatively small number of people use a
disproportionate amount of health care
services and products
approximately 80% of most problems can
be attributed to roughyly 20 of their
potential causes
pharmacists should target 20% of the
market associated with drug misuse,
health care spending, and other behaviors
Descriptions
Innovators
Early Adopters
(Opinion or Thought
Leaders)
Individuals
Descriptions
Early Majority
Late Majority
Laggards
Benefits Segmentation
according to the specific benefits the
customers seek
consistent with the total product concept
Customers
Descriptions
seek the best product and
Quality buyers
service without regard to cost
look for personal and caring
Service buyers
service
hunt for the best value for the
Value buyers
money and expect service to
match the price
Economy buyers favor cheapest alternative
Consumers of
preventive
Descriptions
health services
need and actively seek reassurance that they are healthy
tend to overuse health services
Hypochondriac
good customers of vitains, self-diagnostic kits, and
prevenetive therapies
Health seeker
Band-Aider
Consumers of
preventive
Descriptions
health services
Do not bug
me.
Follower
Self-sufficient
independent, self-reliant
tend to be skeptical of traditional health care and prefer selftreatment with nonprescription medications and home
remedies