Data Analytics: A Marketing Segmentation Case Study T. Evgeniou, INSEAD J. Niessing, INSEAD The Iterative Process Cycle Data Preparation & Exploration Analysis Goal of Analysis Performance Assessment Segmentation Methodology – A(nother) Process 1 2 3 4 5 6 Identify Business Issues Clarify Scope and Dimensions Generate and Refine Hypotheses Decide on Data to use / Collect Needed Data Build the Segmentation Framework Link to Marketing
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2011 STUDENT CASE COMPETITION The Student Case Competition is sponsored annually by IMA® to provide an opportunity for students to interpret, analyze, evaluate, synthesize, and communicate a solution to a management accounting problem. TransGlobal Airlines By Shane Moriarity, Laura Hopkins, and Andrew Slessor “We are facing a major change in our firm’s operating environment,” the CEO of TransGlobal Airlines declared at the opening of a hastily called executive committee meeting. “We
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MARKET SEGMENTATION Write a white paper on a company of your choice and discuss the market segmentation within that industry along with the target market for the company and the selection process for that target market. Required Elements: * No more than 2100 words * Include demographic, psychographic, geographic, and behavioral characteristics for the selected company. * A positioning statement for the company with careful consideration of their brand and strategy * Paper is consistent
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extra changes. (Refer to appendix 2) 2.0 Market Segmentation Market Segmentation is the process of dividing a market into distinct groups of consumers who have different needs and wants. To classified the segmentation of consumer market can be based on different segmentation which is geographic segmentation, demographic segmentation, psychographic segmentation and behavioral segmentation. 2.1 Geographic Geographic segmentation is dividing the consumer market into different geographical units such
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(Tony Romo really is a horrible fantasy QB). The mail, the inserts, the pop-ups, the emails — they have all become nuisances and background noise. So is marketing dead? I hope not, because I’m basically a marketing guy. But I think classic “segmentation” based marketing is broken. We are all individuals with unique needs. And as much as marketers try, it’s hard to put us into “catch all” segments or clusters. As a former airline marketing VP, I have been part of the problem: so feel free to blame
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needs of customers. Few companies can supple one product for all eg water supply utility. Most companies face an increase in fragmented markets. SEGMENTATION is about identifying groups of buyers within a market place who have needs that are distinctive in the way they deviate from the ‘average’ customer. Def ‘the identification of sub-sets of buyers within a market who share similar needs and who have similar buying processes’. There are many possible factors that might influence an individual’s
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Assignment 1 An article in Age Global on 31 October 2011 shows how the global sporting organisation, Nike uses the marketing concepts of (a) online marketing and (b) marketing segmentation and targeting in its advertising and research efforts towards running in China. Nike recognises that in its efforts to encourage ‘running’ as an enjoyable activity, it needs to target a main audience of ‘young, urban, image-conscious Chinese.’ In doing this an exciting and original idea should be executed,
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hs demograhic Demographic segmentation refers to dividing the market into groups based on demographic variables, such as sex and age, which this method has long been used in clothing market. They branded products into range of male, female and kids, according to age and life cycle segmentation and gender segmentation, after all they can have products that can fit to almost every demographic possible. Adidas has a branded range of male and female clothing, shoes or body-care and eyewear, which all
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Question Segmenting and Targeting Markets 1. As a marketing consultant for a chain of hair salons, you have been asked to evaluate the kids' market as a potential segment for the chain to target. Evaluate the kids' segment against the four criteria for successful market segmentation. Answer The following is the criteria for a successful segmentation: Distinctive Clear difference in consumer preference for a product or service must exist Measurable/Identifiable Different preferences for a
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2015 by the research agency Trend Watching. This paper attempts to study the trend with respect to the market changes in India, which is one of the biggest emerging economies. Post Demographic Consumerism Segmentation is the first step in marketing strategy where a broad market is divided into homogenous groups which are perceived to have similar needs and wants. The objective of segmentation is to identify homogenous groups which can be targeted with a marketing mix that would meet the group’s
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