actionable market segmentation

2004/3/30KOSOMAR 세미나

Actionable Market Segmentation

한우석

한국리서치

번호 / 총페이지

2004/3/30KOSOMAR 세미나 번호 / 총페이지

현재 기업체의 마케팅 방향은 1970 년대의 Mass Marketing에서 1980~1990 년대의 Segment Marketing 을 거쳐 , 2000년대에는 고객과 1 대 1 대응을 근간으로 하는 Relationship Marketing 으로 변화하고 있음

MassMarketing

SegmentMarketing

RelationshipMarketing

1970 년대 1980~90 년대 2000 년대

시장 세분화

2004/3/30KOSOMAR 세미나 번호 / 총페이지

시장 세분화란 ‘전체 시장을 일정한 기준에 의거하여 몇 개의 동질적인 시장으로 나누는 작업’

특정 제품의 세분 시장의 기준들을 결정

시장 세분화의 실행

세분 시장에 대한 평가

타겟 시장의 선정

시장 세분화


Curiosity (.839) Stimulating (.741) Creativity (.723)

Stress reduction (.789) Taking a rest (.729) Escapism & adventure (.670) Humor (.614)

Family interaction (.805) Keeping up with cultural trends (.686) Vicarious experience (.505)

Information collection (.835) Varieties (.750)

Social status (.869) Enhancing home décor (.840)

Killing time (.835) Companionship (.723)

소비자 대상 정성조사를 통해 16개의 Emotional Benefits 을

도출함

STIMULATION

RELAXATION

SOCIAL BOND

INFORMATIONGATHERING

SOCIAL STATUS

FRIENDSHIP

Relaxation

Friendship

Stimulation

Information

Social Status

요인 분석을 통해6 개의 factors 를 도출함

군집 분석을 통해5 개의 Micro-Segments 를

확인함

자극이나 정보를 수집하기 위한 수단이 아니라 휴식을 취하는

수단으로서의 TV

새롭고 Exciting 한 경험을 통해 현실의 스트레스를

잊도록 도와주는 TV

혼자 있을 때 옆에 누군가가 있는 듯한 느낌으로 외로움을

달래주는 TV

주위의 사람들에게 뒤떨어지지 않고 자신의

품격을 높여주는 TV

주위에 일어나는 일을 포함하여 다양한 정보를

제공해주는 TV

Positive Relationship Negative Relationship

시장 세분화

ILLUSTRATIVES ONLY


시장 세분화의 multi-facet 측면 : 소비자들은 제품에 대해 가지는 니즈 (needs) 에서 차이를 보일 뿐만 아니라 , 그들의 제품 구입 시 보이는 행동들 - 예 , 정보의 수집 , 채널의 결정 - 및 브랜드에 대해 가지는 태도에 있어서도 차이를 보이며 , 시장 세분화는 이러한 다양한 요인들에서의 차이를 포괄하는 방식으로 이루어져야 함

시장 세분화의 actionability 측면 : 시장 세분화의 결과는 향후 마케팅 전략 구축에 응용 가능하도록 구체적이어야 함

시장 세분화


Household (Family Lifecycle)B

achelo

r Sp

lit into

dep

end

ants

New

ly m

arried

Fu

ll nest w

ith you

ng

kid

s

Fu

ll nest w

ith grow

n-

up

s

Fu

ll nest w

ith grow

n-

up

s

Sin

gle p

arents

Em

pty

nesters

Eld

erly sin

gle

Individual (MBTI)

– Extraversion vs. Introversion

– Sensing vs. Intuition

– Thinking vs. Feeling

– Judging vs. Perceiving

Innovation (Innovation)

Innovator

Early adaptor

Early majority

Late majority

Laggards

Purchase Power (SEC)

A (Upper Middle Class)B (Middle Class)C1 (Lower Middle Class)

C2 (Skilled Working Class)D (Working Class)E (Subsistence Level)

시장 세분화


세그먼트세그먼트 1 (27%)1 (27%)

세그먼트세그먼트 2 (24%)2 (24%)

세그먼트세그먼트 3 (35%)3 (35%)

세그먼트세그먼트 4 (16%)4 (16%)

세그

먼트

’가’

세그

먼트

’가’

(17%

)(1

7%)

세그먼트세그먼트 c (38%)c (38%) 세그먼트세그먼트 b (22%)b (22%)

세그먼트세그먼트 a (6%)a (6%)

24% x 35% x 38% = 3%

세그

먼트

’나’

세그

먼트

’나’

(35%

)(3

5%)

세그

먼트

’다’

세그

먼트

’다’

(25%

)(2

5%)

세그

먼트

’라’

세그

먼트

’라’

(23%

)(2

3%) 세그먼트세그먼트 d (3d (3

4%)4%)

시장 세분화


FunctionalEmotionalBenefits

PurchaseProcess

Brand Attitude

Demographics

다양한 차원속성

요인 분석을 통해 차원별

Factor 를 도출

군집 분석을 통해차원별 Micro-

Segments 도출

f1f1 f2f2 fNfN……




MS1 MS2 MSk……

MS 가 MS 나 MSl……

MSa MSb MSm……

MSα MSβ MSθ……

Micro segments 를Input 을 한

최종 시장 세분화

FSN1FSN1

FSN2FSN2

FSN3FSN3

FSN4FSN4

세분시장별 profile 및 제품 관련 Requirement 도출

한가지 해결책은 시장 세분화를2 단계로 진행하는 것

시장 세분화


Lazarsfeld 는 survey 로부터 나온 태도 변인 분석을 위해 Latent Structure Analysis 라는 용어를 도입함

Continuous Categorical

ContinuousFactor

AnalysisLatent Trait

Analysis

CategoricalLatent Profile

AnalysisLatent Class

Analysis

관찰된 변인 (input variable)

잠재

변인

(output variable)

시장 세분화


A B

가 95 55 150

나 70 80 150

165 135 300

A B

가 80 20 100

나 40 10 50

120 30 150

A B

가 15 35 50

나 30 70 100

45 105 150

변인 1

변인

2

변인 1

변인

2

변인 1

변인

2

시장 세분화

2 Stage Actionable Segmentation


시장 세분화의 multi-facet 측면 : 소비자들은 제품에 대해 가지는 니즈 (needs) 에서 차이를 보일 뿐만 아니라 , 그들의 제품 구입 시 보이는 행동들 - 예 , 정보의 수집 , 채널의 결정 - 및 브랜드에 대해 가지는 태도에 있어서도 차이를 보이며 , 시장 세분화는 이러한 다양한 요인들에서의 차이를 포괄하는 방식으로 이루어져야 함 시장 세분화의 actionability 측면 : 시장 세분화의 결과는 향후 마케팅 전략 구축에 응용 가능하도록 구체적이어야 함

시장 세분화는 ① 시장을 다각적으로 분석할 수 있어야 (multi-facet) 하며 ,② 분석 결과가 실제 시장에 적용 가능해야 (actionable) 함

Multi-facet Market SegmentationMulti-facet Market Segmentation Actionable Market SegmentationActionable Market Segmentation

• 제품 benefits 에 기초한 segmentation

• 제품 구입 과정에 기초한 segmentation

• 브랜드 태도에 기초한 segmentation

• 제품에 대한 소비자의 니즈를 제품의 features 로 환원 (VOC --> VOE)

• 니즈에 기초한 세분시장을 데모정보로 확인 가능

2 Stage Actionable2 Stage ActionableSegmentationSegmentation

2SAS Approach - 개요


UnderstandingMarket

(me & enemies)

UnderstandingMarket

(me & enemies)

Who buys what & how?

BuildingFinal

SegmentsSegmenting

Phase 2

Targeting&

Positioning

Phase 3

Step 3

Step 5

1 단계로 시장의 이해를 통해 multi-facet micro-segmentation 을 하고 ,

2 단계에서 이들 micro-segmentation 을 하는 2 Stage Model

Understanding

Markets

Phase 1

MarketDefinition

MarketDefinition

Step 1 Whobuys?

Whobuys?

Howit is bought?

Howit is bought?

Whatis bought?

Whatis bought?

MultipleMicro

Segmentation

Step 2

Targeting& Positioning

Targeting& Positioning

Product& Pricing

Product& Pricing

ChannelChannel

CommunicationCommunication

Step 6

Step 7

2SAS Approach - The Whole Procedure


Ide

nti

fic

ati

on

of

Va

lue

Hi

gh

Lo w

Identification of CustomerLow High

Value Segmentation

Demographic Segmentation

Actionable SegmentationActionable Segmentation

PsychographicsHousehold Income

Family LifecycleInnovation Stage

Functional BenefitsApp.Benefits

Emotional BenefitsNeeds-BasedIdentifiable

Segmentation

<Actionable Segmentation Approach><Actionable Segmentation Approach>

BenefitsBenefitsBenefitsBenefits

What is it?

What does it?

What does customers get?

AdvantagesAdvantagesAdvantagesAdvantages

KDFsKDFsKDFsKDFs

Product

2SAS 는 제품에 대한 소비자의 니즈를 제품의 features 로 환원 가능하며니즈에 기초한 세분시장을 데모정보로 확인 가능한 Actionable Model

2SAS Approach - 개요


Deriving CPI (Critical Purchase Influences) from KDF, based on micro-segments’ benefit priority

KDFsKDFsKDFsKDFs AdvantagAdvantageses

AdvantagAdvantageses

BenefitsBenefitsBenefitsBenefits

Which means

…

Because…

RealRealBenefitsBenefits

RealRealBenefitsBenefits

So what???

What is it?

What does it?

What does customers

get?

CPIsCPIsCPIsCPIs

Prioritizing benefits by

micro-segments

2SAS Approach - Value to Product Features


TV is one of symbol for showing their current highlevel of socio-economic class

TV is a friend who soothe their loneliness, and the complicated function just scare them

There is no big difference between TV models except for some lower levels, and so the price is

the most important factor

TV should have all functions for home theatre,therefore TV needs big screen and surround sound.

TV is a furniture which can provide an additional interior value to the house, thus the design & color

should match the interior of the house

SegmentSegmentCPICPI

StatusStatusEnjoyersEnjoyers

ValueValueSeekersSeekers

LonelyLonelyPersonPerson

VideophileVideophile

DecoratorsDecorators

Value PropositionValue Proposition





LonelyLonelyPersonPerson

VideophileVideophile

DecoratorsDecorators

DisplayDisplayTypeType

ProductProductFeaturesFeatures

PDP

CRT

CRT

PJT

PJT

SegmentSegmentCPICPIKDFKDFCurrentCurrentModelsModels

???

Digital Mutimedia flat-screen TVUltra-thin design :57cm->45cm(ZEUS)Digital Multimedia TV32W High-definition & : XGA (ZEUS)34/29 SVGA PC input (HERA)

PDP TV over 42 in. 16:9 wide format, Digital upgradeable SD grade Home Theater - stereophonic sound

Compact & Slim Design CRT fLCD Multimedia monitor TV XGA grade PC input

Projection TV over 50 in. 16:9 wide format, Digital upgradeable PC input Home Theater – stereophonic sound

PDP TV over 42 in. Wireless input & output HD grade



ValueValueSegmentationSegmentation

By Emotional BenefitBy Emotional Benefit

Social Status

FriendshipStimulationInformation

Relaxation

By Functional BenefitBy Functional Benefit

EducationalHome TheatreHigh-TechEconomyPremium Design

Indifferent

Interactive Service

Basic Application

By DTV BenefitBy DTV Benefit

By Family LifecycleBy Family Lifecycle

Family with grown-ups

Newly MarriedFamily with young kids

Family with Juveniles

Single

Silver

By Tech. Adaptation By Tech. Adaptation

InnovatorEarly Adopter

Laggard

Majority

By Household IncomeBy Household Income

LowMiddle Low

Middle HighHigh

DemographicDemographicSegmentationSegmentation

Fin

al A

ction

ab

le

Fin

al A

ction

ab

le

Se

gm

en

tation

Se

gm

en

tation

(From Clustering Analysis) (From 2nd Data Analysis)

Final Actionable Segmentation

2SAS Approach - Combining Value & Demographics


(From Latent Class Clustering Analysis)H Income Family LC Innovation

S1 S2 S3 S4 S5 S6 S7Relaxation 0.16 0.06 0.23 0.14 0.09 0.10 0.03

Friendship 0.30 0.03 0.36 0.42 0.13 0.29 0.49

Stimulation 0.21 0.00 0.14 0.08 0.06 0.20 0.15

Information 0.07 0.00 0.16 0.08 0.02 0.29 0.34

Social Status 0.25 0.90 0.11 0.28 0.71 0.11 0.00

Educational 0.00 0.00 0.14 0.83 0.36 0.78 0.55

Home Theatre 0.84 0.19 0.55 0.00 0.19 0.02 0.13

Hi-Tech 0.10 0.48 0.22 0.06 0.09 0.08 0.08

Economy 0.03 0.00 0.09 0.10 0.25 0.06 0.11

Premium Design 0.02 0.32 0.00 0.00 0.11 0.07 0.13

Basic Application 0.24 0.00 0.27 0.21 0.06 0.15 0.07

Interactive Service 0.22 0.73 0.16 0.60 0.85 0.23 0.10

Indifferent 0.54 0.27 0.56 0.20 0.09 0.62 0.83

Indicators (Dependent V

ariables)

Demographic Segmentation(Covariate Variables)

interior

information

stimulationfriendshiprelax

-ationindifferent

home network

dataservice

basicservice

Premiumdesign

economyhometheatre

picturequality

educational

adult

adolescent

child

singlenewly

married

silver

logical

firm

optimistic

cautious

impetus

Seg2Seg2

Seg4Seg4

Seg6Seg6laggard

majorityearly

adopterinnovator

highmid/high

mid/low

low

Seg7Seg7

Seg3Seg3Seg1Seg1

Seg5Seg5

ILLUSTRATIVES ONLY

각 세그먼트는 그들이 추구하는 Value 와 Demographics 을 바탕으로단일 field 에서 최종 확인

2SAS Approach - Combining Value & Demographics


자사

경쟁사



LonelyLonelyPersonPerson VideophileVideophile DecoratorsDecorators

Short-term Target

Long-term Target

Long-term Target

2SAS Approach - 라인업 분석

Final Deliverables


ILLUSTRATIVE

ILLUSTRATIVE

ONLYONLY

취학 아동이 있는 30~40 대 전업주부 전문대졸 신기술에 Laggard 집에서 TV 를 보는 시간이 가장 많은 집단

미취학 아동을 자녀로 둔 20~30 대 직업을 가진 주부 대졸 이상 학력 신기술에 대한 Majority 집단 디지털 TV 보유 율 낮음

30 대 기혼 부부 ( 초등학생 자녀) 부부 모두 full-time job 가구 소득 $50,000 – 99,900 신기술에 대한 innovator 대졸 이상 학력

40 대 기혼 부부 (18 세 이상 자녀 ) 가구 소득 USD 75,000 이상 대졸 이상 학력 신기술에 대한 innovator 기업체 간부직 근무 디지털 TV 보유율 및 시청률 높음

20 대 부부 ( 자녀 없음 ) 및 독신 남자 가구 소득 $75,000 이상 대졸 이상 학력 신기술에 대한 innovator 화이트 칼라 및 전문직 종사

부부만 사는 50 대 active senior High society class 가구소득 $100,000+ 대졸 이상 학력 신기술에 대한 Majority 전문직 종사자

Premium

Bargain

Basic High-tech

Basic ViewersBasic Viewers(23%)(23%)

TONKTONK(16%)(16%)

HomeHomeMakersMakers

(9%)(9%)

StriversStrivers(10%)(10%)

BluffersBluffers(9%)(9%)

CinephileCinephile(21%)(21%)

DandyDandy(11%)(11%)

30 대 남녀 ( 남 : 정규직 , 여 : 전업주부 ) 가구 소득은 전 계층에 널리 분포 전문대 재학 이상 학력 Manager, Supervisor, Service 업 종사 디지털 TV 보유율 높음 케이블 디지털 방송 시청률 높음

Final Deliverables - 세그먼트 요약


Married couple in their 40s with adult children Average household income: over USD 75,000 Graduated from university innovators for new technology Executive members High ownership of digital TV High rate of subscribing to digital broadcasting

TV is for representing social status

High interest in Design (Overall design, Weight, Color, Big screen

size, Wide screen) and High-Tech features (Various

terminals)

Interested in ‘Interactive service’‘ such as Internet

application, Online Shopping, etc

EmotionalEmotionalBenefitsBenefits

FunctionalFunctionalBenefitsBenefits

DTV DTV BenefitsBenefits

DN TotalEducational 0% 38%Home Theatre 19% 27%High-Tech 48% 16%Economy 0% 9%Premium Design 32% 9%

DN TotalBasic Application 0% 14%Interactive Service 73% 41%Indifferent 27% 45%

DN TotalRelaxation 6% 10%Friendship 3% 29%Stimulation 0% 12%Information 0% 14%Social Status 90% 34%

ILLUSTRATIVES ONLY

Final Deliverables - Value Proposition


Origination

Information

GatheringEvaluation

Very dissatisfied with various property of previous TV such as poor picture & sound quality, small screen size, analog broadcasting reception system, few features, etc

High Financial, performance, social, psychological risk. High interest in TV and broadcasting technology.Active searcher. Search Information such as price, performance, design, home theater system and digital broadcastingInformation source: Internet, consumer report, TV advertisement

Main selection criteria: Screen size, brand, display type/ design/ digital compatibilityPrice range : $1,500 -4,000 Screen size : 40”~59” Brand : Sony, Mitsubishi, Panasonic

Prefer large A/V specialty stores such as National electronics chain store, Best Buy , Local electronic retailerInfluenced by A/S, Rebate, recommendation of sales person, displayed products in the store.

Channel Decision


ILLUSTRATIVES ONLY

Final Deliverables - Decision Making Process


• 1st Tier (Sony, Mitsubishi) brand• Big screen(over 40’’) Projection TV• Average purchase price: $1,418

• Request for delivery and installation• Connecting TV with various A/V product such

as DVDP, CDP, Game console, etc• Favorite programs: sports and music• High audience rate of digital broadcasting

• Difficulty in connecting with other devices• Dissatisfaction with few digital broadcasting

programs

OWER-SHIP

Usage

UnmetNeeds

Most expensive

Best performance

Famous brand

Gameconsole


ILLUSTRATIVES ONLY

Final Deliverables - Current Consumption Behavior


Difficult to use Too many remote

Too heavy to move

Difficulties in finding remote in the dark

Not clear picture and narrow viewing angle (PJTV) Desire for simple and easy remote

Desire for thin and flat TV just like PDP

Dim light

Too many remote

Not enough space between terminals

사용사용

화질 및 음질화질 및 음질

디자인디자인

기타기타

CinephileCinephileCinephileCinephile

DandyDandyDandyDandy

TONKTONKTONKTONK

• I wish it didn’t dim the lights in the house when I turn it on.• I have like eight remote controls on my couch. My dog steals one and I can’t turn on the TV.• They put them too close together I think. People with big hands and big fingers, it’s kind of hard to screw in some of them because they’re so close together.

• No it(PJTV) doesn’t seem as clear to me.• I would like a simplified remote control• One that’s not so damn complicated. • I would go flat. Yeah.• Against the wall. Yeah. • I would definitely to that next time.

• I don’t know if I need it or not but I can plug it in and it works. • Why can’t they just have one remote that operates everything?• Because they are so big they are also very heavy. It’s kind of difficult to get in behind and get everything plugged in so that was an issue with us when we first set it up.• It would be nice to have a remote to see when it’s dark.

ILLUSTRATIVES ONLY

Final Deliverables - Product Requirements


Product Category Requirements

Small Large

Premium

Bargain

HighQuality

LowQuality

PDP

DigitalProjection

AnalogProjection

AnalogTube

DigitalFlat Tube

Experience big screen TV at low price

Enhancing social status with hi-tech premium design and high picture quality

Theater experiencewith big screen TV of high picture qualityhighest

picture quality

low priced TV

CinephileCinephile

DandyDandyTONKTONK

StriversStrivers

BluffersBluffersHome Home

MakersMakers

Basic Basic ViewersViewers

ILLUSTRATIVES ONLY



Specs

Design

Specs

Design

Specs

Design

Easy connection/ Easy remote & universal remote/ Full features/ Dolby digital/ Various digital inputs/ wireless connection/ On-screen menu/ Less eye fatigue

Premium TV with updated features

DandyDandyDandyDandy CinephileCinephileCinephileCinephile TONKTONKTONKTONK

New age & Simple, Not big bottom

Easy connection/ Easy remote & universal remote/ Dolby digital/ Various digital inputs/ Various AV inputs/ On-screen menu/ Less eye fatigue

Slim & Clean look,Not massive

High picture quality with extendibility

Easy connection/ Easy remote & universal remote/ On-screen menu/ Good warranty & Service for delivery & Installation/ Less eye fatigue/ Demo function

Not look cheap, Not bulky

Premium TV with ‘easy-to-use’

features

Consumer Benefits

1st product

2nd product

1st product

2nd product

1st product

2nd product

50” Wide Digital-Integrated PJ TV

40” Wide Digital-integrated PDP

30” Wide Digital-ready Flat CRT TV

40” Wide Digital-integrated DLP PJ TV

30” Standard Digital-ready Flat CRT TV

50” Standard Digital-integrated PJ TV

Product Category

Product Features

ILLUSTRATIVES ONLY



Popularity

Professionality

Image Information

TV ads Newspaper

ads

ConsumerReport

A/V SpecialtyMagazine

ProductDisplay

Salesmen

Internet

Brochure

OtherPeople



TONKTONKTONKTONK

BasicBasicViewersViewersBasicBasic

ViewersViewers

BluffersBluffersBluffersBluffers

Home Home MakersMakersHome Home MakersMakers

StriversStriversStriversStrivers

Low involvement in TV but strong

needs for premium products

Relying on product displays at A/V specialty stores or sales

persons

Low involvement in TV & insufficient

time in information gathering

Relying on product display &

salespersonHigh involvement and good knowledge in TV

Relying on A/V magazine or internet

for detailed information

Low involvement & insufficient knowledge in TVRelying on newspapers for price information and other people’s recommendation

High involvement in TV but insufficient knowledge

Relying on TV, newspapers for price information, or

other people’s recommendation

Extended but not specialized

knowledge and high involvement in TV

Relying on Consumer Report,

product displays and Brochures

High involvement in TV Relying on varieties of

information sources including Consumer

report, Brochure/catalog, and A/V magazines

ILLUSTRATIVES ONLY

Final Deliverables - Information Source


High-End

Low-End

A/VNon-specialty

A/VSpecialty

National Chain Store

(A/V, IT, Game, Software)

National Chain Store


Regional Chain Store(A/V)

Regional Chain Store


Department Store

(A/V, CE, Clothes,

Mechanic tools)

Discount Department

Store(A/V, CE,

Groceries)

PremiumPremiumProductsProducts

VariousVariousPromotionsPromotions

Low-Low-EndEnd

ProducProductsts

Warehouse Store

(A/V, CE, Groceries,

Warehousing type)

(From store visiting analysis)



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StriversStriversStriversStrivers

BlufferBlufferBlufferBlufferHome MakerHome MakerHome MakerHome Maker

Basic ViewersBasic ViewersBasic ViewersBasic Viewers

ILLUSTRATIVES ONLY

Final Deliverables - Channel Selection


CompetitorsCompetitors

Premium Big screen TVWith advanced features

40-49 married couple with tendency of in

novator

ValueValue

11% in the potential big screen TV market

ProfileProfile

National Electronic chine

or Local A/V specialtyPlacingPlacing

Consumer report, Internet,

BrochurePromtnPromtn

PricingPricing B4K

(S) 50’’~59’’Widescreen Digital-integrated PJTVProductProductProductProduct4P

Strateg

ies

Sony; Mitsubishi

SizeSize

Targ

et Pro

file

(L) 40’’~49’’WidescreenDigital-integrated PDP

As a innovators with the purchase power, this group want to buy newest premium TV suitable to their social position. So, they prefer to buy newest projection TVs with big screen size(over 40’’).

Because they possess various A/V product, various connection terminals are very important to them. And, they have desire to own TV of top brand which is not inferior to other’s. So, they consider Sony, Mitsubishi, etc more than any other segments. Therefore, It seems difficult for Samsung to attack this segment in the near future

Although they refer to Consumer report,internet, etc to gather information about TV, their final decision is made after listening to the recommen-dation of salesmen and after seeing the product displayed in the store. So, they tend to visit national or local electronic retailer where various high-end products are displayed, and tend to buy the most premium product under the constraint such as the space limit of planned location of TV.

They are very interested in the digital broadcasting (including data service) and the advanced features such as 16:9 widescreen format, surround sound signal (Dolby Digital or AC-3), etc.

In the short term, 50’’~59’’ digital integrated PJTV with wide screen format seems effective to this segment. But, it seems difficult to attack this segment with common features because main competitors in this market are ‘Sony’, ‘Mitsubishi’, etc

If price of PDP fall under $5000, this segment would be the first group who start to buy PDP. It is necessary to prepare to attack this segment in the future early PDP market by enhancing Samsung brand status.

ILLUSTRATIVES ONLY

Final Deliverables - 4P Strategies

actionable market segmentation

Documents