Egyptian Market Segmentation
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Egyptian Market Segmentation - Presentation Transcript 1. Market Segmentation “ Market segmentation is a natural result of the vast differences among people.” Donald Norman 2. o The purpose for segmenting a market is to allow your marketing/sales program to focus on the subset that are "most likely" to purchase your offering. o This will help to insure the highest return for your marketing and sales expenditures. Why Market Segmentation? 3. Successful Segmentation o Homogeneity within the segment. o Heterogeneity between segments. o Segments are measurable and identifiable . o Segments are accessible and actionable . o Segment is large enough to be profitable . 4. S A D A M o S Substantial: the segment has to be large and profitable enough o A Accessible: it must be possible to reach it efficiently. o D Differential: it must respond differently to a different marketing mix. o A Actionable: you must have a product for this segment. o M Measurable: size and purchasing power can be measured. 5. Segmentation Variables Region Country Climate Age Gender Income Education Occupation Personality Lifestyle Value Attitude Benefit Sought Brand Loyalty Usage Rate Decision Making Geographic Demographic Psychographic Behavioral 6. EGYPT o Demographics of Egypt Egypt is the most populous country in the Arab world and the second-most populous on the African Continent. Population: 70,000,000 (1/1/2005 est ) Age structure:
0-14 years: 35%
15-64 years: 61% 65 years and over: 4% (2000 est.) Population growth rate: 1.72% (2000 est.) Death rate: 7.83 deaths/1,000 population (2000 est.) Ethnic groups: Eastern Hamitic stock (Egyptians, Bedouins, and Berbers) 99 %, Greek, Nubians, Armenian, other European (primarily Italian and French) 1 % Literacy:
Total population: 51.4% 7. 70,000,000 Egyptian Segmentation
8. Today‟s Variables o Name of Segment o Percentage of it‟s Population o Annual Income o Lifestyle Pattern o Targeted Product 9. An Overall Glance… 10. The Moon Walkers o Name: The Moon Walkers o Population: 2% o Income: o Lifestyle: Ultra Luxurious o “ Enjoying the Money” o Products Offered: o Man-Made Islands o Moon Walk o Personal Jet Planes 20,000,000 20,000,500 20,001,000 20,001,500 20,002,000 20,002,500 11. The Weekenders o Name: The Weekenders o Population: 8% o Income: 2,000,000 o Lifestyle: Reaping the fruit of the Hard Work. Holiday loving people & Innovators. o Products Offered: o Personal Yachts/Jet Skis/Beach Buggies o Real Estate - Compounds 12. The Rising Stars o Name: The Rising Stars o Population: 30% o Income: 80 to 150,000 o Lifestyle: Well educated & striving for growth. Capitalist mentality. o Products Offered: o Insurance o Pockets PC‟s/Laptops/4X4‟s o Trainings/International Schools 13. o Name: The Hunters o Population: 20%
o o o o o
Income: 30 to 40,000 Lifestyle: Ambitious but only covering basic and social needs. Earning for children‟s better future. Products Offered: Bank Loans / Language School Subsidized Holiday Package
The Hunters 14. o o o o o o o
Name: The Masrawys Population: 40% Income: 10 to 15,000 Lifestyle: Focused on life necessities. No priority for Education but Earning oriented. Products Offered: Forged Brand Products ex. Adidabas Forged Medications
The Masrawys 15. Conclusion o Egypt has high potentiality in Market Segmentation. o This country has differentiating variables to focus on while marketing like Social Class, Age, Income & Lifestyle. o Marketers in Egypt should „avoid‟ the mistake of standardizing the product for all markets. o Egypt does insure high returns if the product is marketed to it‟s potential consumers.