Topic 5 - Segmentation, Targeting and Positioning
Section outline
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Unit Objectives
- Understand the purpose of Market Segmentation
- Know how and why Segmentation is done
- Discuss the Criteria for Effective Segmentation
- Comprehend market Targeting and Differentiation
- Develop a Positioning Strategy and a Perceptual Map
- Explain Repositioning
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GFK Geomarketing
Geomarketing is the analysis and visualization of the place-based component of market- and company data for the sake of making more informed decisions. Geomarketing answers all of a company's "where" questions: Where are my customers located? Where am I generating the most turnover? Where is my target group most concentrated? Where do I have a strong or lacking market presence? These are just a handful of examples: The possibilities are endless!
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Sinus milieus are based on the social milieu of the French sociologist Émile Durkheim. The model groups people according to their views of life and lifestyles. It is created by the company Sinus Sociovision and utilized for market research. The model can be used to represent basic value orientation and its everyday settings to work, to family, leisure, money and consumption.
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