1. Marketing – Segmentation

2. Marketing plan review Executive summary Executive summary Situation analysis Situation analysis External analysis External analysis Internal analysis Internal analysis Primary market Primary market SWOT analysis SWOT analysis Objectives and goals Objectives and goals

3. Primary market analysis Market Market Potential market Potential market Available market Available market Qualified available market Qualified available market Served market Served market Penetrated market Penetrated market

4. Total population Females 18-44 Who want a baby Insured within 10 miles Actual patients

5. Total market demand Total volume purchased Total volume purchased Defined consumer group Defined consumer group Defined geographic area Defined geographic area Defined time period Defined time period Defined marketing environment Defined marketing environment Defined marketing program Defined marketing program

6. Estimating market demand

7. Area analysis Suburb 1 Suburb 2 Suburb 3 Beechwood Barrington Babylon Coe Canton

8. Area analysis Suburb 1 Suburb 2 Suburb 3 Beechwood Barrington Babylon Coe Canton

9. Area analysis Suburb 1 Suburb 2 Suburb 3 Beechwood Barrington Babylon Coe Canton

10. Estimate total market sales

11. Estimate organization market share Share of the total market Share of the total market Share of the served market Share of the served market Share relative to leading competitor(s) Share relative to leading competitor(s)

12. Forecasting future demand Buyer intention surveys Buyer intention surveys Middleman estimates Middleman estimates Market tests Market tests Time series analysis Time series analysis

13. An example… 9,000 visits this year … wants next July’s numbers 9,000 visits this year … wants next July’s numbers Long-term trend shows 5% growth Long-term trend shows 5% growth Business recession is expected next year = 90% of expected Business recession is expected next year = 90% of expected July is a below-average month (80%) July is a below-average month (80%)

14. Statistical Demand Analysis Q = f(X 1, X 2,.,X n ) Q = f(X 1, X 2,.,X n ) Q = 350 + 40 S 1 – 75 S 2 Q = 350 + 40 S 1 – 75 S 2 S 1 = education level S 1 = education level S 2 = age of center S 2 = age of center Q = 350 + 40 (13) – 75 (4) = 570 Q = 350 + 40 (13) – 75 (4) = 570

15. Segmentation Ways of segmenting the market … Ways of segmenting the market … Criteria of a good segment Criteria of a good segment Identifiable Identifiable Accessible Accessible Inclined to buy Inclined to buy Able to buy Able to buy

16. Segmentation Criteria of a good segment Criteria of a good segment Profitable Profitable Desirability Desirability Consistency Consistency Availability Availability

17. Approaches to segmentation Concentration or convergent Concentration or convergent Multi-segment or divergent Multi-segment or divergent User-oriented User-oriented Product-usage Product-usage

18. Group activity Segment the classroom Segment the classroom

19. Heuristics of segmentation Consumer descriptive characteristics Psychographics Product lifestyle Product benefit Purchase & intention Brand preferences Actual Purchase decisions Accuracy of prediction

20. Case study: Georgia Medical Plan

21. Situation Analysis Review… Internal analysis Internal analysis Corporate goals and objectives Corporate goals and objectives General company/service history General company/service history Organization chart Organization chart Marketing experiences Marketing experiences Marketing resources Marketing resources Management support Management support

22. Situation Analysis Review… External analysis External analysis Service/product usages Service/product usages Heavy users Heavy users Primary/secondary market Primary/secondary market Market share Market share

23. Situation Analysis Review… External analysis External analysis Awareness Awareness Market demand Market demand Pricing Pricing Distribution/access Distribution/access

24. Situation Analysis Review… Comparative competitive analysis Comparative competitive analysis SWOT analysis SWOT analysis Opportunities Opportunities