Unessay Storyboard Project
Storyboard Text
- Slide: 1
- Introduction Part One
- Marketing Segmentation Explained Through Real Life Scenariosby Angie Cervantes Raya
- Slide: 2
- Introduction Part Two
- Wait! What is Market Segmentation?
- Market segmentation is as simple as dividing a market into groups of similar consumers
- Slide: 3
- Introduction Part Three
- Consumers can be grouped into four main categories:Demographic, Geographic, Psychographic, and Behavioral. Let's take a look at how these play out in real life scenarios.
- Slide: 4
- Demographic Segmentation Pt.1
- Roxy is set to perform next weekend at the local music festival with her band. She is in charge of promoting the festival around town using posters.
- Slide: 5
- Demographic Segmentation Pt.2
- What's a music festival?
- Erm... not for us
- It is evident that Roxy should not choose to promote her band and the festival at a toy store, as children and their parents are not her target market.
- Slide: 6
- Demographic Segmentation Pt.3
- Heck yeah, I'll buy tickets
- Instead, Roxy will have much better luck promoting to teenagers and young adults at the club.
- Slide: 7
- Geographic Segmentation Pt.1
- Buy Redneck Lipstick
- Bobby is the owner of a barbeque sauce company. He is expanding the sales of his sauce from being strictly online to selling in stores. He must first decide where exactly to stock his product.
- Slide: 8
- Geographic Segmentation Pt.2
- Not interested. I do not eat that.
- He goes up North to test the sales of his sauce there with no luck.
- Slide: 9
- Geographic Segmentation Pt.3
- I love BBQ, y'all. I'll try it!
- On the other hand, all things BBQ are appreciated in the South. Bobby should segment his market in this way.
- Slide: 10
- Psychographic Segmentation Pt.1
- Mary owns a local boutique. Her marketing strategy involves advertising her clothing as being high-end quality.
- Slide: 11
- Psychographic Segmentation Pt.2
- Mary receives customers at her store, but many of them do not make a purchase. She discovers that there is a psychographic segment of her customer base that is of lower social status than she thought.
- Slide: 12
- Psychographic Segmentation Pt.3
- Mary then changes her marketing strategy for that group from talking up the high-end quality of the product to talking about how long-lasting the product is for the cost.
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