Half a year ago, the avant-garde Sir wanted to output an article on market segmentation. After consulting a lot of information, he still couldn't write. He also did some special research on Huawei's IPD system for a while, but he still couldn't get the point.
Until recently, after outputting a few articles on product management, I have gained some new understanding of market management. Due to space limitations, some concept points have not been analyzed in depth. I will explain the content separately in the future. I hope this article will be beneficial to you.
Segmenting Marketing is an important step telemarketing list in the process of market management and product planning. In this step, the market to be entered according to the company's overall strategy is firstly segmented and a preliminary qualitative selection is made.
Take company A as an example. The company is a high-tech enterprise engaged in the development of motion control card/controller series products, which are mainly used in electronics, laser, dispensing, textile and other fields.
There are more than 30 R&D personnel. The company's products include both general-purpose products and industry-specific solutions. It faces more and more industry customers, which leads to more and more customer demands for products and more and more developed versions. more.
R&D personnel are exhausted, and many problems that follow are gradually exposed:
There are too many market segments to catch key customers.
Too many target industries are selected, and there are not enough resources; too few target industries are selected, and financial goals cannot be achieved.
R&D personnel follow the market to make products, but they cannot be sold after they are made.
There are more and more customer needs, and there is a lack of scientific basis for which to do first and which to do later.
Unable to tell which markets are the future target markets and which segments should be abandoned?
How to segment the market? How to choose the target market? How to position the market? How to effectively combine the development activities of R&D personnel with market management?
Company A’s problem of market segmentation and target market selection is somewhat similar to that of restaurants. There are both common dishes and some set menus. Common dishes are equivalent to standard products, and set menus are equivalent to industry solutions.
Faced with a customer base from all over the world, how to position the market segment, for example, are the common dishes Hunan, Cantonese, Shandong or other cuisines? Are the set menus two dishes and one halo, two halo and one dish, or both halo dishes?
In modern society, competition in all walks of life is quite fierce, and customers' requirements for product quality and service are getting higher and higher.
How to satisfy customers and make products sell well is the pursuit of many companies.
So how do you combine your own advantages to position your product in the market and accurately find the target market?
Just like opening a restaurant, how do you find customers and continue to make a profit?
Product development and innovation originate from customer demand. Without demand, there is no customer. Customers are the most important source of demand.
According to the actual situation of company A: the general market share of controller products is low, less than 10%, while most of the customers come from the dedicated motion control field, more than 80%, that is, solutions for various industries, including electronics, lasers, Dispensing and other fields.
With the development of industrial automation, the development of motion control has been very rapid in recent years, and it has been extended to emerging industries such as textiles, medical care, and machine tools.
Faced with many market segments, how to do it?
1. First, segment the market from multiple dimensions
Market segmentation can be divided according to customer characteristics, such as ToB market customer size, industry, decision type, operational variables, IT background, sales, etc.
Starting from the characteristics of buyers, the final market segmentation is similar to the actual demand situation.
It can also be segmented according to the reasons why customers buy products, such as the use of customers to buy, the benefits pursued, the response to changes in marketing activities, etc.
For example, although the customer bases of Pinduoduo and JD.com both shop online, their reasons for purchasing are quite different:
One pursues the ultimate price and does not have high requirements for product quality;
One has a certain pursuit of quality and brand, and hopes for convenient express delivery.
Starting from the actual demand situation, the characteristics of buyers in the final market segment will overlap.
In practice, the two will be combined organically, continuing the example of company A.
1) From the industry dimension, divide the market segment into: