Creating Your

Marketing Plan
WHAT is
MARKETING?
 what IS
MARKETING?
The process by which companies create
value for customers and build strong
customer relationships in order to capture
value from customers in return
MA K
MARKETIN
G
ING your
CUSTOMERS
happy
Creating Your

Marketing Plan
- roadmap for introducing and delivering your
product or service to potential customers. 
KNOW your Customers
MARKET SEGMENTATION- the
process of dividing the market into
segments with similar characteristics.
- It is the process of grouping similar
or homogenous customers according
to demographic, psychographic,
geographic (location) and behavior

MARKET TARGETING –
Evaluating each market segment’s
attractiveness and selecting one or more
of the market segments to enter

TARGET MARKET – A set of buyers

sharing common needs or characteristics
 MARKET
SEGMENTATION
DEMOGRAPHIC SEGMENTATION

- Most popular bases for segmenting customer groups

- Is the process of grouping customers according to:

a. Income Range and Social Class

b. Occupation
c. Gender and Age
d. Religion and Ethnicity.
 MARKET
SEGMENTATION
DEMOGRAPHIC SEGMENTATION
a. Income Range and Social Class
Socioeconemic Class E (62,000 per year) (30%)
Socioeconemic Class D (191,000 per year) (60%)
Socioeconemic Class C (603,000 per year) (9%)
Socioeconemic Class AB (1,857,000 per year) (1%)
DEMOGRAPHIC SEGMENTATION

Occupation

Gender and Age

Male Teenagers (13-19)
Single Females (20-30)
Married Couples with Kids (30-50)
Senior Citizens (60 onwards)

Religion and Ethnicity.

 MARKET
SEGMENTATION
GEOGRAPHIC SEGMENTATION

– Simply grouping customers according to their location.

- Can be as small as a street, a village, or a barangay. It
can also be based on municipality, city, province, small
as a street, a village, or a barangay.
- It can also be based on municipality, city province, or
region. It can also be as big as a country or continent
depending on the entrepreneur’s business objectives.
 MARKET
SEGMENTATION
PSYCHOGRAPHIC SEGMENTATION
-divides buyers into different segments based on lifestyle
or personality characteristics.
Lifestyle –a person’s pattern of living as expressed in his or her
activities (work, hobbies, shopping, sports, social events), interests
(food, fashion, family, recreation), opinions
Personality – the unique psychological characteristics that
distinguish a person or group.
Strivers – value professional and material goals
Devout – value duty and tradition
Altruist – Emphasize social issue
Intimates – Value family and personal relationships
Fun Seekers – Focus on personal enjoyment
Creatives - Seeks education, technology, and
knowledge
 MARKET
SEGMENTATION
PSYCHOGRAPHIC SEGMENTATION
-divides buyers into different segments based on lifestyle
or personality characteristics.

Lifestyle –a person’s pattern of living as expressed in his or

her :

activities (work, hobbies, shopping, sports, social events)

interests (food, fashion, family, recreation, job, home)
 MARKET
SEGMENTATION
PSYCHOGRAPHIC SEGMENTATION
-divides buyers into different segments based on lifestyle
or personality characteristics.

Personality – the unique psychological characteristics that

distinguish a person or group.
Strivers – value professional and material goals
Devout – value duty and tradition
Altruist – Emphasize social issue
Intimates – Value family and personal relationships
Fun Seekers – Focus on personal enjoyment
Creatives - Seeks education, technology, and
knowledge
ACTIVITY
1. Go to your group
2. In a one whole sheet of paper, create your market
segmentation based on the segmentation strategies we
have discussed earlier.