market segmentation, analysis & prioritization
TRANSCRIPT
Microsoft Technology
Forum
17 JUNE 2016
Market Segmentation,
Analysis & Prioritization
WHAT IS MARKETING?
A Parable
2 glasses of water
Rem Tene, Verba Sequentur. (Latin)
‘Grasp the subject and the words will follow’
Cato
What is strategy?
Strategy is…
…all about choices, focus,long term positions and risks
What is marketing strategy?…
Segmentation
+
Targeting
+
Positioning
Source: CIM
What is marketing strategy?…
Segmentation
Targeting
Positioning
Identify & select the bases by which themarket may be segmented
Develop segment profiles
Evaluate the attractiveness ofeach segment
Select the segments to be targeted
Identify the best possible positioningfor each selected target
Choose, develop & communicatethe best positioning concept
Marketsegmentation
Markettargeting
Marketpositioning
Source: CIM
Key Decision…?
Big fish in a
small pond
or small fish
in a big
pond?
The Right Decision…Seek a small pond and pursue
growth with a distinct product
ARM Pensions ‘SMART’
LAGOS
PORT HARCOURT
ABUJA
- EMERGED, EMERGING, CHALLENGED
KANOBORNO
ANAMBRA
OGUN
3 Nigeria’s…
THE CONNECTED-GOER
Pragmatic Leaders•28-40•ABC socio-economic class•Yuppie•Performance and efficiency driven
Technology leaders (technophobes)•26-35 years•ABC socio-economic class•Feature-rich phones•What does it do for me better•Bluetooth,PC ,Connections +•High-tech gadgets•Enhance image and performance values•Pleasure of performance with class & Style
Style Leader•18-35years•ABC socio-economic class•Feature-rich •What does it say about me•Design and Innovation•Entertainment on the move•Enhance status and fashionable ValuesFun-seekers, Trend-setters & outgoing
Simplicity Seekers•28-40years•BCD socio-economic class•Life is simple : technophobia•Good design and ease of use•Phone is a Voice Communicator
TARGET AUDIENCE PROFILE
EXPLORESharing Discoveries
ACHIEVEAchieving Together CONNECT
Connecting Simply
LIVEInspiring Senses
PremiumExpression Active Fashion
Contemporary ClassicComfort
Demographics
•Male / Female
Ages 15 - 24 years
Epicenter; 19
• Students + Employed/Unemployed Young Graduates
Psychographics
Extroverted, Individualistic and driven by the values of fun, freedom and friendship
Aspirations
Reference point within their world i.e.
…authority on new developments in the
modern world (music; fashion; technology etc)
Key driver for this segment is the need for simple and innovative products and services at relatively cheap rates.
Music and Fashion are key elements of their lifestyle.
TARGET YOUTH PROFILE
Cliqfest
Cliqlite
Cliqhub
Cliqdance
7 million subscribers
+
Over Two hundred Billion
Naira in revenues over 7
years
+
Mental leadership
=
The result of steady
application of
segmentation in the
Nigerian youth segment
space
Behavioural Psychographic Demographic
TARGET YOUTH PROFILE
• Recharge frequently
• Recharge on the go
• They detest down-times
• Simplicity + Speed
• Smart phone + Debit card
• Fun-loving but responsible
• They know what it means to
have to send airtime to a loved
one
• They look for deals on ‘every’
• Male + Female
• 20 – 35 years
• 27 bulls eye age
• Lagos + Abuja+ PH
Zoto is a tech start-up with a revolutionary app that
lets you recharge any mobile line in Nigeria in
seconds.
The challenge was selling an app in a market
brimming with competitive products that had gained
a head start.
For it’s 2016 product launch, we created a unique
educational/awareness campaign stretching across
ATL, BTL and TTL to educate potential customers on
the product benefits.
After the 1st month of a 2 month campaign, they
added 500,000 app downloads and attained 80% app
engagement
Lagos, Abuja, Port Hrcourt – Radio, Outdoor and
BRT bus branding
Customers Company Competitors Collaborators Context
Marketing Analysis (The 5 C’s)
Marketing Segmentation
Target Market
Selection
Product and Service
Positioning
Customer Acquisition Customer Retention
Profits
Creating Value
Capturing Value
Sustaining Value
Product & Service
Pricing
PromotionPlace/Channels
Marketing Mix (The 4 P’s)
Source: LBS
Marketing Planning framework
Assessing Value
