(SOCIAL) MARKET SEGMENTATION:

By: Mark Raygan E. Garcia

Finding the Grooves in Knowing what Moves

What is social marketing?

Application of multidisciplinary principles and techniques approach to influence a target audience to voluntarily accept, reject, modify, or abandon a behavior for the benefit of individual, groups, organizations or society as a whole.

Definition from ADB’s Knowledge Solutions

What is market segmentation? It is dividing your (aggregate) market

into sub-groups, in consideration of the following: While they may have the same needs, they

have different views of how their needs can be met.

Factors such as experience, age, culture, socio-economic orientation, comprehension levels, geographic accessibility are among those that influence actions and decisions.

It is a component of social marketing.

What is (social) market segmentation?

A deliberate and carefully planned attempt at collective change, drawing on an individual appreciation of different factors that affect behavior, actions, and decisions.

A capitalization of varying strengths, weaknesses, limitations, and preferences of your target markets, in achieving a common direction.

An analysis of the part in relation to the whole.

(Social) Market Segmentation

C

B

C

A

Community vis-à-vis Problem

E

IECD

Diagram Explained

Triangles = Target markets While different, they hold the same relevance (size)

in relation to the desired overall change Arrows to Triangles = Customized IEC

interventions Manner, form, “pace” of interventions depend on

distinct characteristics (profile) of target markets Horizontal Line = Point of Common

Understanding Build up of ownership; “we”, “ours” mindset

Single Arrow to Hexagon = Collective Change Shared social responsibility; communal

accountabilities

Market Segmentation Grooves Geographic

Location, Climate (i.e. coastal, upland, urban, rural) Demographic

Gender, Age, Income, Educational Attainment, etc. Psychographic

Attitudes, Interests, , Beliefs, Lifestyle, Personality Behavioristic

Usage / Utilization Rate, Loyalty

Social Marketing Moves

Corporate Marketing = Satisfy Shareholders | Social Marketing = Improve Quality of Life

“Exchange Analysis” (cost-benefit analysis) What is there for me? (financial, physical, social) “Price is the cost on barriers the target audience

faces in changing its behavior”. (time, effort, lifestyle, psychological, emotional)

IEC facilitates the process of: promoting (acceptance), preventing (rejection), retaining replicating behavior

Notes from ADB’s Knowledge Solutions