Product Segmentation Flashcards
Product segmentation
Durability
client type: consumer products and industrial products
sold with a different objective
Consumer products
FMCG= fast moving consumer goods,
CPG= consumer packaged goods
segmented in terms of
- convenience products
- shopping products
- specialty products
- unsought products
convenience products
low involvement
frequently bought
fast moving buying without a lot of comparison
low prices high promotion pressure and full distribution
Convenience products: further segmented in
routine products
impulse products
emergency products
shopping products
higher involvement - more search from the point of view of the consumer
less frequently bought
time for more thorough selection + comparison of brands on price, quality, fit , style
often less distribution points (more exclusive) and more sales support/advice
specialty products
- offering unique characteristics and benefits or having a special brand identity that are triggering a substantial group of consumers (so that they are willing to do some extra efforts to buy the product)
- price is less important
- also less brand comparison
- often exclusive distribution
- more targeted promotions
- changes over time
unsought products
- consumers often know the product but are less interested in buying or using the product
NEEDED: lots of brand communication, personal selling and other marketing activities (sometimes even rather aggressive)
organisation marketing
all activities to create attitudes and behaviour towards a specific organisation
people marketing
all activities to create attitudes and behaviour towards a person
Place marketing
marketing of cities, regions and all activities to create attitudes and behaviour towards a specific place venue
social marketing
developing and implementing marketing programs
