Desenvolvimento da Estratégia de Marketing — Segmentação

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Pós-Graduação Marketing Management MARKETING ESTRATÉGICO Developing Marketing Strategy Carlos Brito cbrito@pbs.up.pt Accreditations/Rankings: WHERE TO START?

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MANY & DIVERSIFIED customers CHALLENGES IN… Understanding customers Identifying the customers who really matter Serving customers well Segmentation Targeting Positioning

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SEGMENTATION

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MARKET MARKET SEGMENTATION Dividing a market into distinct groups of buyers with different characteristics, needs or behaviours, and who might require distinct marketing strategies.

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Segmenting the market Geographic & Demographic variables Geographic Region Country Size of city (…) Demographic Age Sex Level of income Occupation (…) An example of geographic segmentation

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An example of demographic segmentation Segmenting the market Behavioural & Psychographic variables Behavioural Reasons for buying Brand loyalty Frequency of buying (…) Psychographic Personality Lifestyle (…)

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An example of behavioral segmentation Source: https://www.slideteam.net/market-segmentation-in-tourism-industry-by-classes.html SEVEN TYPES OF CONSUMERS TO TARGET Seven motivations. Seven ways to connect. Brand Champions Loyalty and status Health and wellbeing Digital convenience Values and impact Real-world experiences Newness and innovation Quality at the right price Wellness Enthusiasts Connected Shoppers Changemakers Experience Seekers Trendsetters Budgeteers Source: Euromonitor International, 2024

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COMPORTAMENTO DO CONSUMIDOR João Dionísio Partner da Dendrite - Marketing Research MARKETING RESEARCH João Ricardo Moreira Administrador da NOS

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MARKETING BUSINESS-TO-BUSINESS Catarina Roseira Professora FEP & PBS Explore Forward. Lead the Change.