Segmentation of Nissan
Home Assignment in Marketing
Segmentation, Targeting, Positioning
Prepared by: Eszter Oláh
Course: BABS 2.
Seminar Leader: József Kapitány
Seminar: Every alternate Monday 8.00 9.30
Satisfying people 's needs and making profit along the way is the purpose of marketing. However, people 's needs differ and therefore satisfying them may require different approaches. Identifying needs and recognising differences between groups of customers is at the heart of marketing. We cannot do everything, we cannot satisfy everybody. This means we have to be clever in targeting our offers at people who really do want and need them, and we have to be strong in setting aside those who do not. This early observation is fundamental as it requires us to think as hard about where do not want to sell our product as where we do.
Segmentation is simply the process of dividing a particular market into sections, which display similar characteristics or behaviour. There are a number of segmentation variables that allow an organisation to divide their market into homogenous groups.
These variables will be discussed briefly below:
Demographic Segmentation
Demographic originates from the world "demography" which means "a study of population". The population can be divided into age, gender, income, and lifecycle.
As people age their needs and wants change, some organisations develop specific products aimed at particular age groups for example nappies for babies, toys for children, clothes for teenagers and so on.
Gender segmentation is commonly used within the cosmetics, clothing and magazine industry.
Income segmentation is another strategy used by many organisations. Store like Harrods are predominantly aimed at the affluent market. Daewoo aim their vehicles at price sensitive buyers who require benefits for the price. In today 's globally competitive environment brads are specifically developed and positioned within
Segmentation, Targeting, Positioning
Prepared by: Eszter Oláh
Course: BABS 2.
Seminar Leader: József Kapitány
Seminar: Every alternate Monday 8.00 9.30
Satisfying people 's needs and making profit along the way is the purpose of marketing. However, people 's needs differ and therefore satisfying them may require different approaches. Identifying needs and recognising differences between groups of customers is at the heart of marketing. We cannot do everything, we cannot satisfy everybody. This means we have to be clever in targeting our offers at people who really do want and need them, and we have to be strong in setting aside those who do not. This early observation is fundamental as it requires us to think as hard about where do not want to sell our product as where we do.
Segmentation is simply the process of dividing a particular market into sections, which display similar characteristics or behaviour. There are a number of segmentation variables that allow an organisation to divide their market into homogenous groups.
These variables will be discussed briefly below:
Demographic Segmentation
Demographic originates from the world "demography" which means "a study of population". The population can be divided into age, gender, income, and lifecycle.
As people age their needs and wants change, some organisations develop specific products aimed at particular age groups for example nappies for babies, toys for children, clothes for teenagers and so on.
Gender segmentation is commonly used within the cosmetics, clothing and magazine industry.
Income segmentation is another strategy used by many organisations. Store like Harrods are predominantly aimed at the affluent market. Daewoo aim their vehicles at price sensitive buyers who require benefits for the price. In today 's globally competitive environment brads are specifically developed and positioned within
References: • Jobber, David (1998), Principles and Practice of Marketing (2nd ed.). London: McGraw-Hill Publishing. • Kotler, P (2005), Principles of Marketing (4th european edition). Harlow: Pearson Education • Camelia, D and Costache, R (1997) GH. Asachi, University of Iasi, Romania. Available from: • Carlos, G. CEO of Daewoo Europe, 25 January, 2001, BBC News • http://www.daewoo.com • Haas, R.W. and Wotruba, T.R. (1983). Marketing Management: Concepts, Practice and Cases. Pleno, Texas: Business Publications, Inc.