2. Segmentation and Targeting
ATM Semester 2
Tutorial 1
By Dildara Gapparova/Pavel Galkin

3. Agenda Segmentation PITA Model Target market strategies
Customer Profiles

4. What is it Segmentation?
The process of dividing a larger market into smaller pieces based on one or more meaningful , shared characteristics.
(Solomon, et.al, 2013)

5. Psychographic /Lifestyle
Segmenting consumer markets
Behavioural
End use
Benefits sought
Usage rate
Loyalty
Attitude
Readiness to purchase
Geographic
Region
County size
City size
Density
Climate
Demographic
Age
Gender
Race
Ethnicity
Marital status
Family size
Family life cycle
Income
Psychographic /Lifestyle
Social Class
Activities
Interests
Opinions

6. Seminar Exercise Soup, 6000 sum Sausages, 450 gr 17000 sum Hair Dye
Fitness Club,170,000 sum per month

7. Questions which you can use in order to find out your segment of customers:
Are they Male or Female?
What is their age or age range?
What is their family background?
What is their cultural Background?
What is their educational Background? (University/College/High School)
Where do they live and work?
Are they married, single or living with a partner?
Do they have children?
If so, how old would their children be?
Do they have children still living at home?
What films and books did they enjoy?
What is their income approximately?
What are their dreams?

8. PITA = Population*Incidence*Times*Amount
PITA Model
PITA = Population*Incidence*Times*Amount
P – Population, a number of targeted people
I – Incidence is the proportion of the target population that has (or would) purchased what you are selling
T – Times, frequency of purchase
A – Amount of money consumers (or merchants) are willing to pay.

9. Population in Uzbekistan

10. Population in Uzbekistan
Age structure: 
0-14 years: 24.9% (male 3,693,838/female 3,514,734)  years: 20.5% (male 3,008,779/female 2,934,534)  years: 43% (male 6,178,921/female 6,255,715)  years: 6.8% (male 926,129/female 1,036,576)  65 years and over: 4.8% (male 588,881/female 791,609)

11. Targeting Strategies There are 4 main Targeting Strategies
(Solomon, et.al, 2013)
1. Undifferentiated Marketing
3. Concentrated Marketing
2. Differentiated Marketing
4. Customized Marketing

12. Targeting Strategies 1. Undifferentiated Marketing
3. Concentrated Marketing
2. Differentiated Marketing
4. Customized Marketing

13. Why do we need to know Customer Profile?

14. Customer Profile: Definition
Customer Profile shows customer destinations, shopping and eating habits, interests, activities and media preferences. This information helps to find ways of “catching” target customers through marketing communications of the company.

15. Customer Profile Websites TV Channels Games Entertainment
Places to eat
Shopping
Hobby

16. Customer Profile Example
Jasur: Male 20-25, Student from Tashkent, Uzbek
Websites
TV Channels
Entertainment
Games
Shopping
Places to eat
Hobby

17. Reading
Brassington F. and Pettit S. (2003) Principles of Marketing, Pitman Publishing. Chapter 5
Jobber, D.(2001) Principles and Practice of Marketing, McGraw Hill. Chapter 7
P.Kotler, Principles of Marketing,3rd European edition,2002, Prentice Hall. Chapter 9 and 10
Solmon, M. et al (2013) Marketing: Real People, Real Decisions, 2nd European ed. Pearson Education Chapter 6