Why go to the market segments under circumstances? _ explorers

Marketing segmentation of art lies: finding those needs similar customer, make sure that the same kind of products to meet their requirements. The pioneer often follow the product type, product prices for market segmentation, and some of the scale in accordance with the customer or consumer mentality for market segmentation. Why market segmentation on paid such a big effort, based on the above classification of innovation policy and market segmentation scheme will be tragic failed?, in our opinion, is that they are based on product properties and classification of customer property. We can see that any classification based on the properties of the theory of the do is the property of the relevant links and results. However, only when marketing theory based on contextual conditions on the basis of the classification and to reasonably reflect the causal relationship managers will be able to know exactly what features, functions, and positioning to let the customer decide to purchase a product. Want to improve the marketing of predictability, you need to know what kind of customer will purchase or use of goods. In particular, the client (may be corporate or individual) which needs to be regularly completed. "tasks" When customers find themselves must complete certain "tasks", they will find the "use" of the products or services to help them complete the work. This is customer experience. Their thoughts on the program started in the "find yourself doing things", and then they began to "hire" to help them effectively, easily and cheaply to complete this task. Customer task features, emotional factors and social characteristics and parameters determine the customer's terms of purchase. In other words, customers want to do, or they want to reach the result constitutes a situation on the basis of market conditions. When the enterprise product positioning in the customer's situation, instead of positioning in the client itself, they can successfully reduce product promotion process uncertainty. From another perspective, the key factor is the customer's terms of purchase, not the customer itself. Why is that? we take a look at a company wants to increase sales and profits of milkshake fast food chain. The chain's Marketing Department in accordance with customer's consumer mentality for market segmentation, and want to find out which customers are most likely to purchase milkshake. In other words, it's begun to market the products (milk shake), and then follow the customer may purchase a milkshake to breakdown of the characters. This is based on a property of the sorting. Chain brings together with the "buy milkshake" attribute of a group of people, and then begin the discussion and exploration, it should be done more dense, chocolate, cheaper or more foot? how can allowing customers more satisfied? clear chains collect customer demands, and improve, but no significant increase in sales or profit. Another group of researchers who participate in this program, they began to understand how customers really want "use" milkshake to do something for them. This programme allows chain managers saw the defect in the traditional market research. In order to understand the customer in "use" milkshake is requests, the researchers in a restaurant in continuous for 18 hours, the person buying milk shake carefully record. They documented the customers of every purchased milkshake time, customers also buy what other foods, the customer is coming in droves, alone or in the shop to eat or Pack to take away and so on. This study concluded that a surprising result is that nearly half of milkshake is early in the morning is to sell and the customer often only purchase a milkshake, mostly packed away. The researchers began interviewing those only in the morning to buy a cup of milk shake customer, would like to know when they purchase a milkshake, want to use it to complete the job; they also ask these customers, without purchasing a milkshake, they choose what alternatives to do the same. Most of the early morning milk shake buyers answer is the same: they face a long and boring travel process, you need to eat something to pass the tedious days! these things need to meet the needs of the "multiple tasks" �� they are not hungry, but if you do not eat, they will feel the rumbling around 10 points. At the same time they are also subject to some restrictions. They are fast, often dressed in overalls and most of the time can only make a hand. When these customers looking for a destination, sometimes select Pak JI cake, but a hundred Kat cake always they dress and the car was full of debris. If 100 kil cake also wipe the cream or jam, their fingers and steering wheel becomes sticky sticky. Sometimes they would "use" the banana to complete the "task", but a banana eating too fast, not as an escape for a long time. Restaurant breakfast time sale of sausages, ham and egg sandwich will make their fingers and steering wheel becomes youhuhu, and, if you are taking the time to eat a sandwich, eaten, sandwiches, cold. Sweet sweet ring, get less than 10 points and hungry. Finally found the milkshake all options most suitable for the "complete" in the "tasks". If the control properly, a cup of thick-juice plus a thin straw, whole can eat 20 minutes, enough to kill the boredom of waiting time. Eat milk shake just with one hand, clean, does not have to worry about spills, and all the food the most able top fed. Milkshake and not by "health food" features to please the customer, but customers are does not matter, because health is not a "use" the purpose of this product. Researchers also found that in other times of the day, often have some parents to buy milk shake, as children of baby food for dinner. What they want to accomplish? "task" and they are mostly tired all day long on their children said "no", they just want to let the children were felt to be "reasonable." Milkshake is a harmless, to the children to express care and love. However, the researchers found that, in this case, milkshake usually cannot complete the "tasks". Researchers often see the parents in the staple food for eating after impatiently waiting for the child from the thin eyedropper in difficulty at thick of milkshake. Many children had to eat a half to give up, because their parents announced that the time is up, you must leave. In accordance with the customer structure and consumer mentality intoLine market segmentation, we actually have just personalized information. But also in the morning by a cup of thick milkshake to pass the time of the father, in other times of the day to deal with the children's food is not all the same. When the researchers according to the customer structure and before the consumer mentality for segmentation, and to those who have the "multi-task" customers asking which should improve the milkshake, the characteristics of a "David" and the answer, simply could not meet the needs of any customer. Who are the fast food chain real early competitors? fast statistical method is to use your own milkshake sales and other chains sales for contrast. milkshake But from the customer point of view, an early milkshake competitors are boring, Pak JI cake, bananas, sweet ring, instant breakfast drinks, coffee. In the evening, milkshake competitors are cookies, ice cream and other snacks �� mostly parents bought deal with child temporarily, but hope the children will no longer think of those snacks. When you know a product is being used to accomplish what task (also including these products in which tasks will not "on"), innovators are for how to improve products have a clear idea, they know how to meet customer expectations, thereby defeating the "real" competitors. For example, want to overcome the boredom of waiting, the chain store managers in the milkshake mixes into small pieces of fruit. In this way, milkshake in complete "diversion task" is more advantage, because when motorists unwittingly suction to the fragrant fruit grain, be surprised, to dull morning driving added some expectations. (Remember, the grain can make milk shake health extra points, but raise into is not a milkshake needs to complete a task. ) Chains can shake up the thick, so they have time for some more time. You can also set up in each restaurant, self-service machines so that customers are able to swipe your card, self service, helps accelerate purchase meal. To solve the task of the dinner, you will need to use a completely different product �� viscosity to low, to be quickly finished, and you want to install in small, interesting container. Can be attached in the child package, this way, when faced with a request of the children, parents need not consider too many can promise them. If the chain restaurant for the innovation that can really help customers to "complete" their "mission" and discard those and unrelated to the "task" improvement of products, then they will win �� they do not win in the robbed other fast-food chain's milkshake sales, not because the crowd out the menu other matching food. This growth is more likely to come from occupied the customer not very satisfied with the share of other foodstuffs. More importantly, this food innovation has the potential to develop the "zero consumption" market. -Excerpts from the innovator's solution "(CITIC Publishing House, 06 January 2010)