Student Slides TikTok & Instagram + the 3C's Market Segmentation

Grade 10 Business

What is “Viral”?

Viral content is when a post rapidly spreads, gaining thousands and millions of views, likes, and shares. To go viral, you need to get on the algorithm.

What is the Algorithm?

A set of rules used by social media platforms to decide which content appears on your feed.

• How well the video does depends on the engagement the video receives (Likes, comments, watch time, share).

How to Get on the Algorithm?

• Trending Hashtags (#fyp #viral #smallcreator)

• Encourage comments, shares (Online quizzes)

• Keep people watching until the end

• Hook people into watching (Stop scrolling if you…)

• Use trends and popular sounds

How do Brands use trends?

• Blending their videos and trends instead of forcing ads

• Feels authentic using humor, subtle product placement and real time engagement to stay relevant without feeling overly promotional

• Key for brands is to make content that feel like part of the trends rather than a sales pitch

Describe the framework of the 3C’s

A framework to analyze business environment before making marketing decisions.

What are the 3C’s?

Company - Internal Strengths, Weaknesses, Brand Identity, Value

Competition - Businesses offering similar products/services, Competitive advantages

Customer - The end-users or buyers of the product/service, their needs, behaviors, and demographics

Using the brand Tim Hortons, apply the 3C’s

Company - Brand loyalty, affordable pricing, large network of locations, wide product variety

Competition - Starbucks, McDonalds, Local Coffee Shops

Customer - Let’s explore what factors shape the customers through market segmentation, target markets

What is the Market?

• The competitive market consists of all sellers of a specific product/service

• The Market is usually referred to in dollars spent annually. Ex. American soft drink is worth $90 billion altogether

• The percentage that a company has of a market is called their Market Share

How to Gain Market Share?

1. Gaining More Customers Than Competitors - Company attracts more user/subscribers than its rivals

2. Steal Competitors Customers - Offering better pricing, features, or service

3. Expanding into New Markets - Launching in new regions

4. Offering Unique Products

What is Market Segmentation?

Market Segmentation is the process of dividing a broad customer base into smaller groups with similar characteristics, so businesses can market to them more effectively

Why is Market Segmentation important?

• Helps business focus on the right customers

• Improved advertising effectiveness

• Increases customer satisfaction

Name the 4 Types of Market Segmentation & what they focus on

• Demographic - age, gender, income, education, occupation

• Geographic - location, climate, urban vs rural

• Psychographic - lifestyle, values, interests, personality traits

• Behavioral - customer habit, brand loyalty, purchasing behavior

Name the customer habits of Behavioral Market Segmentation

• Daily Consumers - part of their routine

• Occasional Consumers - few times a month as a treat

• Rare Consumers - only on special occasions

• Non Users - have never tried the product

Name the brand loyalty of Behavioral Market Segmentation

• Hardcore Loyalists - always buy from Gatorade and never switch

• Soft Loyalists - Prefer Gatorade but are open to try other brands if convenient

• Brand switchers - frequently change between Gatorade and other brands

• Disengaged customers - Used to drink Gatorade but stopped

Name the purchasing behavior of Behavioral Market Segmentation

• Impulse - Buys on the spot without planning

• Planned - Regularly buys it as part of their routine

• Bulk - Buys multiple at once

• Promotion Driven - Only waits for deals to purchase

What is Primary data and how do companies obtain it?

Primary is direct data

Obtained through:

• Surveys (asking customer preference)

• Interviews and focus groups

• Observations

What is Secondary data and how do companies obtain it?

Secondary data is using existing data

Obtained through:

• Industry reports (analyzing coffee trends)

• Competitors Analysis (what other companies are doing)

• Social Media and Reviews (what are other people saying)