Market Segmentation versus Mass Marketing

Mass Marketing

versus​​

Market Segmentation​

By Ugo Nnah

Housekeeping...

• Quizizz Learning Platform​

• Attendance

• Expected Learning ​Outcome:

• Differentiate between market segmentation and mass marketing

• ​Apply your new knowledge to real-life scenarios and be able to help local businesses troubleshoot some of their marketing strategy challenges.

Open Ended

In your own words, define the term "marketing".

​- Canadian Marketing Assciation

" Marketing is a set of business practices designed to plan for and present an organization's products and services in ways that build effective customer relationship." 

Open Ended

You have been employed by a farm produce business in Winnipeg. Your job is to market their products to help boost sales.

Who will you market to and why?

1. Who are your potential buyers?

2. Why?​

Cubii Compact Seated Elliptical

Find BUYERS

for this product

​	​Age Group	Gender	​Lifestyle	​Income	​Occupation	​Location	​Family Size
​Product A:	​	​	​	​	​	​	​
​(Fruits)	​	​	​	​	​	​	​
​	​	​	​	​	​	​	​
​Product B:	​	​	​	​	​	​	​
​(Elliptical)	​	​	​	​	​	​	​

​Mass Marketing

The process of advertising or promoting products/services to a wide variety of customers in the broader market.​

Market Segmentation

​The process of separating the broader market into smaller markets (or market segments) that consist of groups of customers who share similar characteristics.

Any ​Benefits?

Fill in the Blanks

What type of marketing campaign should the Coca-Cola company adopt to ensure that its product is recognized by as many people as possible?

Multiple Choice

What marketing strategy should this shoe company adopt to ensure that they successfully reach the precise customers for their product?

• mass marketing

• aggressive publicity

• market segmentation

Market Segmentation - Scenario 1

• Farmer Joe realizes that not everyone in Winnipeg would purchase his expensive fresh organic produce.

• He has a slim budget and cannot afford to advertise to the entire Winnipeg population.

• So, he needs you to help him identify a target market in the city that he can focus on to create a specific marketing plan that would appeal to his potential customers.

Possible Solution

His target market consists of:

• females,

• age 18-65,

• with an annual income of $49,000 and above,

• who value healthy eating habits,

• likes to stay fit,​

• and are concerned about pesticides.

​

​

• Company in distress.

• Yet to break even ​after 4 years of operations.

• Needs help ASAP.

​ABC Bar Soap Industry

​Scenario 2

Segmenting the toilet bar soap broader market into smaller markets​

​ABC bar soap company needs our help...

​Types of Soap	​Characteristics of Market Segment	Product/Brand​
​Baby Soap	​New parents, young family, delicate skin, sensitive skin	​Weleda Calendula, Johnson's
​Moisturizing Soap	​	​
​Medicated Soap	​	​
​Vegetarian Soap	​	​
​Beauty Soap	​	​
​Novelty Soap	​	​
​Guests Soap	​	​
​Non-toilet Soap	​	​
​Liquid Soap	​	​

​Dodge Grand Caravan	BMW Sports​ Model
​	​
​	​
​	​
​	​

​Find the Target Market

​What are the characteristics of the potential buyers?

Open Ended

List your 5 unique words for this lesson including the keywords in our learning objective.

​Announcements!

Homework:

• ​Review this lesson.

• Make flashcards for your 5 unique words of today's lesson to share with your group tomorrow.

  ​

Next Class:​

• The Four Common Classifications of Consumer Market Segmentation.