Marketing Decisions for

Market Segmentation

• Geographic

• Demographic

• Psychographic

• Behavioral

Geographic Segmentation

Dividing a market into different geographical units, such as

nations, states, regions, countries, cities

We prefer to start up a business in Çayyolu region.

Demographic Segmentation

Dividing the market into segments based on variablessuch as

age, life-cycle stage, gender, income, occupation, education, religion and generation.

Variables in our Business

Age & Life-cycle Segmentation: offering different products and different marketing approaches.

• We produce sugar-free cookies, cakes and salt-free breads, poğaça etc. for diabetic and old people.

• We produce cup-cakes, cookies and moist cakes for young and children.

Gender: Different segments based on gender.

We divide a market according to gender;

our target segment is women, especially, businesswomen

«Businesswomen can only imagine delicious and natural homemade cook, not think how to make these.»

Income: Dividing a market into different income segments.

We offer homemade cook for working women at high income level.

Organic products Customer value

Homemade products Customer value

Customer who are aware of our products’value can pay more money ( compare than patisseries)

Occupation and Education:

Businesswomen’s occupation and education level are directly related to the our business marketing strategies.

Educational level and professional status are direclty related each other. So,

generally women who are in the high educational and professional level can

prefer that type of cook.

Psychographic Segmentation

Dividing a market into different segments based on social class, lifestyle or personality characteristics.

High and middle social classes

Lifestyle : traditional and modernist life style

Personality characteristics: healthy and qualified life approach.

Behavioral Segmentation

Consumers knowledge related segmentation.

Generally, people start to be aware of harms of fast food and recent trend is obesity.

Consumer’s recent knowledge

4P+2P=6P

First P is «Product»

Component of Product is Service

We produce homemade cook and serve them to our customers.

walk-in (in store)

Service can be online , home delivery

catering and organizational assistance

(weddings, engagements, and other related organizations)

2nd. P is «Price»

Value-Based Pricing

Assess Customer Value Perceptions

and needs

Set Target Price To match customer perceived value

Determine costs that can be

incurred

Design Product to deliver desired value at target

price

Handmade today’s Pricing Philosophy

«Costs play an important role in setting prices. But, like everything else in

marketing, good pricing starts with the customer.»

3rd. P is «Place»

The product must be available in the right place, at the right time.

In store: Shop window, and open kitchen

In delivery system: Delivery performance, cold or hot place for cook.

On the Internet: Pictures, videos, recipes and ingridients in detail.

4th. P is «Promotion»

Branding

Promotion Tools

Advertising

Personal Selling

Public Relations

Direct Marketing

Sales Promotion

Main Promotion Tools For Handmade Today

1. Advertising:

Radio Social Media Billboard Banners at Blogs which are related women.

2. Public Relations (PR)

Organizing special events such as semainars about the importance of healthy

nutrition,

Sponsorship agreements with «Diabetes Foundation» in order to increase the

awareness of this disease’s harms and future,

In Ankara Press, you can see our advertisements with Handmade today’s slogan

« Your body does care what you eat!»

You will order a tray of brownies,

and you will have a tray. Yes, this tray is present for you

Your birthday is important for us, we never forget it.

5th. P is «People»

People who are in business,

ImpressionProfound effect, negative or positive are directly related on customer satisfaction.

In order to ensure customer satisfaction

• Personal cleannes

• Personal development days

• Communication and behavior courses

• Table Layout courses

These are not only related to the customer satisfaction but also «employees motivation.

6th. P is «Physical Evidence»

This P can be named as an «atmosphere of store»

Atmosphere is combined of lights, decoration, colors, tables design, objects, employees dress etc.

Cleannes of store, rest room, kitchen ambience…

« Your body does care what and where you eat!»

We expect you…