What is market segmentation? It means, dividing the market into distinct groups of buyers in order to set a product in it and define the marketing mixes. This means, that everyone has got different needs and wants, so it is necessary to segment the market. There are different variables, which can be used to segment a market.
Geographical segmentation includes the region, where the customers come from. We target on the whole of the Netherlands and not just on one province or city. The countries population is about 16 million people including urban, suburban and rural parts. We focus on all big business companies of the MICE market within the Netherlands. There is a number of leading multinational concerns in the Netherlands for example Shell (Royal Dutch Petroleum), Philips (electronics), Unilever (foods, and other), Heineken (beer), Ahold (retail), ABN AMRO (international banking), ING (international banking and insurance), AKZO (chemicals).
Demographic segmentation means that you divide the market into segments such as age, gender, income, occupation and education etc. We are focusing on a very wide field, people in average around 25 to 55, male and female, an average income as well as an average education. Our developed package deal is suitable for every kind of person coming from any social background what makes our product unique! Nevertheless we focus on the major big companies because they have the budget to finance business trips more easily.
2.1.4 Psychographic segmentation
Psychographic segmentation selects potential markets by social class, lifestyle and personal characteristics. We can regard that business people who are interested in our package deal probably be upper-middle class orlower-upper class, eager to educate them while having fun.
2.2 Target group
We created a package deal concentrating on the incentive market. We want to provide a program combining business with leisure available for any kind of big Business Company within the Netherlands. Not every group is our target customer. We have studied the possible ages , education and what we believe that they expect from our package deal. We are targeting on employees of companies who want improve their team spirit so that this will create a positive effect on the company. We understand what our target group needs
Who are we trying to reach/influence through this project?
With this package deal we want to attract corporate guest from the MICE market to visit Disneyland for the use of their conference and meeting facilities. With this we want to create a pleasant stay with time for teambuilding and education through active workshops.
Is there more than one target group?
No , we focus mainly on all big business companies of the MICE market within the Netherlands. We focus on them because they benefit from our package deal. Because of the fact that we organise workshops for corporate companies, the leisure segment will not have interest for this package deal. The leisure segment is only interested in the entertainment that Disneyland Resort Paris offers.
What incentives are there for the target group?
The reward that our buyers will receive from our package is a better structured organisation when it comes to self presentation and closing the deal with guests. The benefits (rewards ) of the workshops for the companies and personnel are:
•Plan and prepare for presentations so as to make people listen •Put them across clearly and with confidence•Be able to structure and present a persuasive argument at meetings •Design and use visual aids to gain maximum impact and understanding •Use non-verbal communication to aid listeners’ memory for key points •Develop skills to “read” and to respond effectively to the audience •To keep and build up a positive relationship with a customer. •To keep a constant flow of customers in the company.
•To keep the loyalty of the customer forever.