Nestle’ Segmentation Segmentation is defined as a group of people that share one or more characteristics. Each market segment is unique and marketing managers decide on various criteria to create their target market(s). They may approach each segment differently‚ after fully understanding the needs‚ lifestyles‚ demographics and personality of the target. Some e.g. of common characteristics are: interests‚ lifestyle‚ age‚ gender‚ etc. Common types of market segmentation include: geographic‚ demographic
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Introduction Paris is the capital of France (Most visited country in the world). It is the largest country in Europe with approximately 65million inhabitants. Founded about 2000years ago‚ Paris is a modern and vibrant city. It is called the ‘City of Lights’. Paris is the shopping and fashion capital of the world‚ with Channel‚ Dior‚ Vuitton‚ Yves Saint-Laurent among many other top French fashion brands. The French tradition of good food still prevails in most restaurants across the city. All of
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Segmentation Why segmentation? External factors - globalization - clutter - knowledgable customers - competition - technology Internal factors - allocation of resources - effective marketing programmes - opportunies For NPD or/and market development Breaking down the market Potential market (everyone out there) Available market ( those who could buy the product) Target market (those we address) Penetrated market (those who actually buy the products) From
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Segmentation and TESCO Case: Segmentation is essentially the identification of subsets of buyers within a market who share similar needs and who demonstrate similar buyer behavior Using segmentation analysis helped Tesco PLC‚ Britain’s largest retailer stores to decide on their future marketing strategy and to appraise their competitive strengths Tesco realized the requirements for effective segmentation and that it must be Measurable‚ accessible‚ Differentiable‚ Substantial and Actionable
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(Wikipedia‚ 2010). Markets Segments can be separated into: • geographic segmentations (i.e. their location)‚ • demographic/socio-economic segmentation (gender‚ age‚ income occupation‚ education‚ sexual orientation‚ household size‚ and stage in the family life cycle)‚ • psychographic segmentation (i.e. similar attitudes‚ values‚ and lifestyles)‚ • behavioral segmentation (i.e. occasions‚ degree of loyalty)‚ • product-related segmentation (relationship to a product) Which is the market segment of a company’s
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MARKET SEGMENTATION‚ TARGETING AND POSITIONING MARKET SEGMENTATION INTRODUCTION: - The market for any product is normally made up of several segments. A ‘market’ after all is the aggregate of consumers of a given product. And‚ consumer (the end user)‚ who makes a market‚ are of varying characteristics user and buying behavior. There are different factors contributing for varying mind set of consumers. It is thus natural that many differing segments occur within a market. In order to capture this
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To reach different markets or to promote your products to different locations or people one has to use a method called market segmentation. "Market segmentation describes the division of a market into homogenous groups which will respond differently to promotions‚ communications‚ advertising and other marketing mix variable" (Cumming). Market segmentation is extremely important for companies around the world. If a company doesn’t research the area in which they are going to market or they put
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#1 Disney When I first think of Disney what comes to mind is my childhood and togetherness. Disney was the stepping-stone of my youth. What I mean by stepping-stone is that it was apart of my life and represented different things at different times. My brothers and I used to watch Disney movies any chance we could get. I remember my first Disney movie I saw was Robin Hood and I loved the main character “Robin Hood” and he was a fox. Many of my childhood memories consisted of a Disney movie
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Paris: Magnificent Hero or Spoiled Child? Homer uses tone‚ imagery‚ epithets‚ and similes to describe Paris’ character. Outwardly‚ Paris is a brave person‚ but inwardly‚ he is full of doubts and fears. He is like a stallion that has been pampered too much‚ a child who is allowed to get everything he wants. Because of his attitude‚ he starts the Trojan War and brings on the fall of Troy. Paris is portrayed in this passage as being a walking contradiction. He appears to be a hero
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Market Segmentation Introduction The process of defining and subdividing a large homogenous market into clearly identifiable segments having similar needs‚ wants‚ or demand characteristics. Its objective is to design a marketing mix that precisely matches the of customers in the targeted segment. Few companies are big enough to supply the needs of an entire market; most must breakdown the total demand into segments and choose those that the company is best equipped to handle. Four basic factors
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