Segmenting, Targeting and Positioning
Segmentation and Target Market
The company has determined Marlboro target market based on a multi-attribute segmentation model. The pattern of segmentation selected is homogenous segmentation based on the belief that all consumers of Marlboro have similar preferences on the dimensions of both taste as well as quality.
The bases on which this segmentation has been done are as follows:
Age and Life-Cycle Stage:
Marlboro targets to adults who have already taken the decision to smoke.. As its secondary target market it aims at the 30+ segments. According to Malboro it is the global brand in the world.
Income:
The target market includes all those individuals having a monthly income greater than or equal to Tk.10000. (MHI = Tk.10000).
Density:
Marlboro has been focusing all its resources on appealing to the population living in the Big city and nearest small city. Due to limited resources the company feels that diverting resources to the rural areas will not be cost-effective.
Social Class:
Marlboro cigarettes are a smoke for the affluent segment of the society. As such Marlboro cigarettes target the upper strata of society.
Lifestyle:
People believe that Marlboro cigarettes consumption is an indicator of their rich and prosperous standard of living. Marlboro cigarettes users or potential users are assessed to be individuals with active lifestyles and hence Marlboro cigarettes produced its line of Instant beverages.
Personality:
Marlboro cigarettes have endowed its products with a brand personality that corresponds to its present and potential consumers. Some of the personality traits of Marlboro cigarettes are: Confident, Positive, Success and Achievement-Oriented, Getting started in life, Dynamic and Optimistic.
Occasions:
Marlboro cigarettes promotes for all occasions such as after breakfast, midday, evening, night (when you want to stay awake), important days such as Valentine’s Day, etc.
The company has determined Marlboro target market based on a multi-attribute segmentation model. The pattern of segmentation selected is homogenous segmentation based on the belief that all consumers of Marlboro have similar preferences on the dimensions of both taste as well as quality.
The bases on which this segmentation has been done are as follows:
Age and Life-Cycle Stage:
Marlboro targets to adults who have already taken the decision to smoke.. As its secondary target market it aims at the 30+ segments. According to Malboro it is the global brand in the world.
Income:
The target market includes all those individuals having a monthly income greater than or equal to Tk.10000. (MHI = Tk.10000).
Density:
Marlboro has been focusing all its resources on appealing to the population living in the Big city and nearest small city. Due to limited resources the company feels that diverting resources to the rural areas will not be cost-effective.
Social Class:
Marlboro cigarettes are a smoke for the affluent segment of the society. As such Marlboro cigarettes target the upper strata of society.
Lifestyle:
People believe that Marlboro cigarettes consumption is an indicator of their rich and prosperous standard of living. Marlboro cigarettes users or potential users are assessed to be individuals with active lifestyles and hence Marlboro cigarettes produced its line of Instant beverages.
Personality:
Marlboro cigarettes have endowed its products with a brand personality that corresponds to its present and potential consumers. Some of the personality traits of Marlboro cigarettes are: Confident, Positive, Success and Achievement-Oriented, Getting started in life, Dynamic and Optimistic.
Occasions:
Marlboro cigarettes promotes for all occasions such as after breakfast, midday, evening, night (when you want to stay awake), important days such as Valentine’s Day, etc.