목적: 소비자의 욕구와 편익, 인구 통계학적 요인 등을 분석하여 변화하는 시장의 요구에 적극적 대응, 기업의 강점과 약점을 파악, 기업의 제한된 자원을 효과적으로 활용
세분화는 시장을 공통적인 수요와 구매행동을 가진 그룹으로 나누어 그 그룹의 욕구와 필요에 맞추어 마케팅을 전개하는 것을 말한다. 세분화의 기준에는 인구학적, 지역적, 사회적, 심리적 방법 등이 있다. 세분화의 결과는 상호간에는 이질성이 극대화되어야 하고, 세분시장 내에서는 동질성이 극대화 되어야 바람직하다.
효과적인 시장 세분화 조건
측정가능성 : 각 세분시장의 규모와 구매력과 같은 세분시장의 틀은 구체적으로 측정 가능한 것이어야 한다.
규모 : 각 세분시장은 기업이 개별적인 마케팅프로그램을 실행할 수 있을 정도로 충분한 규모를 지니고 있어야 한다.
접근가능성 : 소비자에게 접근할 기회가 없다면 세분 시장으로서의 가치를 상실하게 된다.
차별적 반응 : 각 세분시장은 마케팅믹스에 대해 서로 다른 반응을 보여야 한다.
방법
Demographic – By personal attributes such as age, marital status, gender, ethnicity, sexuality, education, or occupation.
Geographic – By country, region, state, city, or neighborhood.
Psychographic – By personality, risk aversion, values, or lifestyle.
Behavioral – By how people use the product, how loyal they are, or the benefits that they are looking for.
시장의 구성요소 분석하기
Targeting 표적 시장
정의: 고객의 욕구를 충족시켜주고 기업에 최대의 이익을 가져다 줄 수 있는 시장
선정: 각각의 세분 시장의 매력 정도를 분석하여 자사의 경쟁우위와 경쟁 상황을 고려했을 때 가장 좋은 시장기회를 제공해 줄 수 있는 특화된 시장을 선정
고려요인: 세분 시장 요인, 경쟁 요인, 자사와의 적합성, 표적 시장 선전 전략(비차별/차별/집중)
세분화를 통하여 나뉜 시장 또는 그룹 중 어떤 곳에 집중할 것인지 선택하는 것이다. 선택한 곳에서 경쟁우위를 확보할 수 있다는 판단하에 선택할 수도 있지만, 시장 또는 그룹에 대한 평가에 의해 선택하고 그곳에 적절하게 경쟁우위를 개발할 수도 있다.
타겟 전략
차별화 전략 : 다양한 소비자 니즈에 대응하여 각 세분시장별 마케팅을 수립해야 한다. 하지만 집중적이지 못해 효율성이 떨어질 수 있다.
비차별화 전략 : 보편성이 높은 제품으로 큰 시장이 형성되어 있는 시장을 선택했을 때 쓰는 전략이다. 하지만 기존 브랜드와의 경쟁으로 시장 기회가 적다.
집중화 전략 : 특정 세분시장 마케팅에 집중하는 전략이다. 한정적인 자원으로 특정 시장에 우위를 차지 할 수 있는 기회가 크다. 하지만 고객 니즈의 변화로 위험 변수가 있다.
Positioning 포지셔닝
Market Positioning
정의: 경쟁사의 상품. 서비스와 차별화될 수 있도록 소비자의 마음속에 자사의 제품이나 서비스의 정확한 위치를 심어주는 과정 포지셔닝 맵 소비자의 마음속에 있는 자사 제품과 경쟁 제품들의 위치를 작성한 지도
포지셔닝 맵의 작성 절차 차원 수 결정 → 차원이름 결정 → 경쟁 제품 및 자사 제품 위치 확인 → 이상적 포지션 결정
포지셔닝 맵의 전략적 유용성
틈새시장, 자사 제품의 현재 위치, 경쟁사, ideal point 파악 기능, 마케팅 믹스의 효과 측정 가능
age, gender, income, education, ethnicity, marital status, education, household (or business), size, length of residence, type of residence or even profession/Occupation.
An example is Firefox who sell ‘coolest things’, aimed at younger male audience. Though, Moshi Monsters, however, is targeted to parents with fun, safe and educational space for younger audience.
Psychographics 소비자의 행동양식
This refers to ‘personality and emotions’ based on behaviour, linked to purchase choices, including attitudes, lifestyle, hobbies, risk aversion, personality and leadership traits. magazines read and TV. While demographics explain ‘who’ your buyer is, psychographics inform you ‘why’ your customer buys.
There are a few different ways you can gather data to help form psychographic profiles for your typical customers.
Interviews: Talk to a few people that are broadly representative of your target audience. In-depth interviews let you gather useful qualitative data to really understand what makes your customers tick. The problem is they can be expensive and difficult to conduct, and the small sample size means they may not always be representative of the people you are trying to target.
Surveys: Surveys let you reach more people than interviews, but it can be harder to get as insightful answers.
Customer data: You may have data on what your customers tend to purchase from you, such as data coming from loyalty cards if an FMCG brand or from online purchase history if you are an ecommerce business. You can use this data to generate insights into what kind of products your customers are interested in and what is likely to make them purchase. For example, does discounting vastly increase their propensity to purchase? In which case they might be quite spontaneous.
Lifestyle
This refers to Hobbies, recreational pursuits, entertainment, vacations, and other non-work time pursuits.
Companies such as on and off-line magazine will target those with specific hobbies i.e. FourFourTwo for football fans.
Some hobbies are large and well established, and thus relatively easy to target, such as the football fan example. However, some businesses have found great success targeting very small niches very effectively. A great example is the explosion in ‘prepping’ related businesses, which has gone from a little heard of fringe activity to a billion dollar industry in recent years. Apparently now 3.7 million American’s think of themselves as preppers or survivalists. A great way to start researchign and targeting these kind of niches is Reddit, where people create subReddits to share information about a given interest or hobby
Belief and Values
Refers to Religious, political, nationalistic and cultural beliefs and values.
The Islamic Bank of Britain offers Sharia-compliant banking which meets specific religious requirements.
A strange but interesting example of religious demographics influencing marketing that you might not have guessed is that Mormons are really into ‘multi-level marketing’. They’re far more likely to be engaged in the practice than any other US group. Going the extra mile with demographic research can lead to discovering new marketing opportunities and thinking outside the box. For example, did you know 55-64-year-olds are the most likely age group to buy a new car? But you don’t tend to see them in the car ads. An opportunity waiting to be seized!
Life Stages
Life Stages is the Chronological benchmarking of people’s lives at different stages.
An example is Saga holidays which are only available for people aged 50+. They claim a large enough segment to focus on this life stage.
Geography
Drill down by Country, region, area, metropolitan or rural location, population density or even climate.
An example is Neiman Marcus, the upmarket department store chain in the USA now delivers to the UK.
Behaviour
Refers to the nature of the purchase, brand loyalty, usage level, benefits sought, distribution channels used, reaction to marketing factors.
In a B2B environment, the benefits sought are often about ‘how soon can it be delivered?’ which includes the ‘last minute’ segment - the planning in advance segment.
An example is Parcelmonkey.co.uk who offer same day, next day and international parcel deliveries.
Benefit
Benefit is the use and satisfaction gained by the consumer.
Smythson Stationary offer similar products to other stationery companies, but their clients want the benefit of their signature packaging: tissue-lined Nile Blue boxes and tied with navy ribbon!
Market targeting
Criteria Size: The market must be large enough to justify segmenting. If the market is small, it may make it smaller.
Difference: Measurable differences must exist between segments.
Money: Anticipated profits must exceed the costs of additional marketing plans and other changes.
Accessible: Each segment must be accessible to your team and the segment must be able to receive your marketing messages
Focus on different benefits: Different segments must need different benefits.