Presentation on theme: "Market segmentation Tourism Marketing"— Presentation transcript:
1Market segmentation Tourism Marketing Good afternoon ,boys and girls,how are you today? Fine,good. what are you going to do this weekend, where are you going? I am goint to ningbo, good , now ,I show you some hotel pictures of ningbo, shangri-la hotelTourism Marketing
2This is shangri-la hotel, ningbo ,china, it is a five star hotel, it is located in cbd of ningbo, it is one of the most luxurious hotel in ningbo.
8Look,it is the lee’s youth hostel, can you imagine its room，
9Youth hostelThe room is simple enough，it just provides a little basic service,apart from the four hotel, there are many hotels in ningbo , now it is time for discussion
10Discussion questionsConsider what kind of hotel you will choose when you travel to Ningbo ：---what are the reasons you choose a hotel--- What advertising media makes sense for the segments of your group?Clean , neatness, safety , cheap .near the train station,convenience Maybe interactive , display romantic and fashionable experiential ial 时尚 经验的
11conclusionsStrictly speaking , everyone has its own needs and wants, they need different product or service to meet them.On the other hand, they can be divided into different groups according to age or income and so on, each group has some common features.That is our today’s topic
12For companies have limited resources it is impossible to produce all possible products for all the people all the time.The best way is to provide selected offerings for selected groups of people most time.
13Instructional objectives Market segmentationInstructional objectivesBy the end of this lesson, you should:Be able to Identify the definition of market segmentation;Be able to grasp the bases for segmentation and apply it into practice.无论对你还是对你的公司
14Market segmentationMarket segmentation is the division of a market into different groups of customers with similar needs.Or to express it in another way, market segmentation is the division of a mass market into identifiable and distinct groups or segments, and each has common characteristics and needs and displays similar response to marketing actions.
15The purpose of market segmentation is to leverage scarce resources; or to ensure that the elements of marketing mix (price, distribution, products and promotion) are designed to meet specific needs of different customer groups.For a company,if it can concentrate all its resources on a group or several groups , this is the only and best way to make profit
16Three phases of marketing strategy Product/brand positioningPhase 2Target market and marketing mix selectionPhase 1Market segmentation
17Segmentation studiesDiscover the needs and wants of groups of consumers to develop specialized products to satisfy group needs---- identify “gaps” in the marketUsed to identify the most appropriate media for advertisingThere are two steps in segmentation studies, the first step is, the second is to
18Customer segmentation You know , the origin of tourism marketing is identify the demands of customers, now that customers are different, we should see it s different needs and wants,
19Bases for segmentation Geographic Usage-situation Demographic Benefit sought Psychological Psychographic SocioculturalNow that segmentation is very important , how to segment the whole market,what are the bases ? Maybe you will think it is very difficult, but , in fact, we often use them, for example ,the human being can be divided into male and female according to gender, and according to nationality, you maybe a chinese or a foreigner, can you tell me ,the bases should be
20Geographic segmentation The division of a total potential market into smaller subgroups on the basis of geographic variables (e.g.,region,city,area)
21Geographic segmentation Region: central, wangfujing street(Beijing),Nanjing road (Shanghai )，marginalCity size: Major metropolitan areas, small cities, townsDensity of area: Urban, suburban, exurban, ruralClimate: Temperate, hot, humid, rainy边缘的 seaside
22Demographic segmentation Age: Under 12, 12-17,18-34,35-49,50-64,65-74,75-99,100+Gender: Male,femaleMarital status: Single,married,divorced,living together,widowedIncome: Under$25,000, , , , ,100000and overEducation: Some high school,high school graduate,some college,college graduate,postgraduateOccupation: Professional,blue-collar,white-collar,agricultural,military,government
23Psychological segmentation Motivations----Intrinsic needspersonality----Introvert/Extrovertperceptions---- Individual “frame of reference”Learning---- Learning stytles: visual, audio, etcAttitudesPositive attitude,negative attitudeBthere was a old lady ,she has two daughters ,elder daughter was umbrella shop owner's wife,the other was cleaners owner's wife .so the lady always worried. when the day was sunny, she worried about the elder daughter's business was not good,when the day was rainy,she worried about her younger daughter's business. you can imagine the old lady was unhappy everyday . one day ,someone told her :"oh ,you are a lucky lady ,in sunny ,you younger daughter will have a good business,in rainy your elder daughter will have a good business. " so the old lady feels better and happier.
24Psychographic segmentation All known as lifestyle analysisPsychographic variables include:--- activities--- interests,and--- opinions
25Pluses minuses pull myself away from , given my lifestyle, I have more of a shortage of time than money inventory excerpt 减 分minuses
26Sociocultural segmentation culturesAmerican,Italian , Chinese,Mexican,French,PakistanireligionCatholic,protestant,jewish,moslem,otherSubcultures(race/ethnic)African American,Caucasian高加索的 ,Asian, Hispanic西班牙的Social classLower ,middle, upperFamily life cycleBachelors, young married , full nesters, empty nesters
27Family life cycle advertising Disneyland Hong Kong is often visited by couples with children.
28After watching the video, what first in your mind?
29Usage-Situation Segmentation Segmenting on the basis of special occasions or situations.Example statements:--- whenever our daughter gets a raise, we always take her out to dinner.--- when I’m away on business, I try to stay at a suites hotel.--- I always take my wife for a dinner in a famous restaurant on Valentine’s Day.Celebrating stand for
30Benefit SegmentationSegmenting on the basis of the most important and meaningful benefit:-- Functional quality-- Value for money-- Social benefit-- Emotional benefit (positive or negative)-- Lifestyle benefitUsed to position various brands within the same product categoryWhat is a company’s core strength?Why/How will the consumer benefit?Core strength?
31Brain storming: What benefits does this Radisson Hotel advertising convey VEDIOtest
32Brain storming:What benefits does this Radisson Hotel advertising convey?Enthusiastic Sincere 热情的 professional staff
33Market segmentation Segmentation base Selected segmentation variables Geographic segmentationregionCentral, tsim sha tsui,尖沙咀 mong kok,旺角City sizeMajor metropolitan areas, small cities,townsDensity of areaUrban, suburban, exurban,ruralclimateTemperate, hot,humid,rainyDemographic segmentationageUnder 12, 12-17,18-34,35-49,50-64,65-74,75-99,100+genderMale,femaleMarital statusSingle,married,divorced,living together,widowedincomeUnder$25,000, , , , ,100000and overeducationSome high school,high school graduate,some college,college graduate,postgraduateoccupationProfessional,blue-collar,white-collar,agricultural,military,governmenthinterland
34continued Segmentation base Selected segmentation variables Psychological segmentationNeeds-motivationShelter,safety,security,affection喜爱, sense of self-worthpersonalityExtroverts,novelty seeker,aggressive,innovatorsperceptionLow-risk,moderate-risk,high-risk 敢冒险Learning-involvementLow–involvement, high-involvement 低参与的attitudesPositive attitude,negative attitudePsychographic消费心态(lifestyle)segmentationEconomy-minded, couch potatoes电视迷, outdoors enthusiasts,status seekersSociocultural segmentationculturesAmerican,Italian , Chinese,Mexican,French,PakistanireligionCatholic,protestant,jewish,moslem,otherSubcultures(race/ethnic)African american,caucasian高加索的 ,asian, hispanic西班牙的Social classLower ,middle, upperFamily life cycleBachelors, young married , full nesters, empty nesters
35continued Segmentation base Selected segmentation variables Use-related segmentationUsage rate 使用率Heavy users,medium users,light users,non usersAwareness status意识状态Unaware, aware,interested, enthusiasticBrand loyaltyNone, some,strongUse-situation segmentation使用情况timeLeisure,work,rush,morning, nightobjectivePersonal , gift, snack, fun, achievementlocationHome,work,friend’s home, in-storepersonSelf,family members, friends,boss, peers同辈，同事Sociocultural segmentationConvenience, social acceptance,long lasting, economy,value-for-the-moneyHybrid segmentationDemographic/psychographicsCombination of demographic and psychographic profiles of consumer segments profilesPrizm ne geodemographics“movers&shakers.””new empty nests,””boomtown singles,” bedrock americaSri valsInnovators,thinkers, believer,achievers,strivers,experiencer,makers, survivors
36Market segmentation Two-step process Market segments---deciding how to group all potential visitorsTarget market----selecting specific groups from among these to pursue
37group task : matchingA. Young couple with children of 2 to 5 years oldB. Single college studentC. Middle-aged coupleD. The oldE. Young and wealthy coupleF. Football team travelling in school1) Holiday skimming in Austria2) Hostels in several towns3) Caravan accommodation at seaside holiday villages4) 2 or 3 star hotels and coach journey5) Quiet and luxurious apartment houses at tourist spots6) Interactive train tickets plus hostels or tourist campsHow to express
38Revision questions What are the bases for marketing segmentation? What are the three phases of marketing strategy?What is the most significant thing you’ve learned today?