Methods of Market Segmentation

EQ - How is a customer persona created?

1. Activator –  Frito-Lay
• Why are teens receiving so much attention from companies?
• What caused Frito-Lay to choose some of the partnerships it did?
• List 2 forms of technology used by Frito-Lay to capture the attention of teen?
• Would these technologies be the best way to reach teens today? Why or why not?
2. Revisiting yesterday’s TOD: What problems do you see in using yesterday's method of evaluating individuals?
3. Introduction of Essential Question
4. Preview Key Words
• Customer
• Consumer
•  Market
• Market Segments
5. TPS - Introduction to Methods of Segmentation (103-105)
• Demographics
• Geographics
• Psychographics
• Behavior-base
6. Try it Frito-Lay
7. Class Discussion
8. With a Partner – Choose a sports or entertainment company (not Nike) and assess the core customer base using the methods of segmentation
9. Class Share
10. Muddy Points Grab Bag

Homework – Parent Product Interview