Demographic segmentation divides the market into groups based on demographic variables including age‚gender‚ family size and life cycle. The following four variables are examples of demographic factors used in market segmentation: 1. Age : Consumer needs and wants change with age. The marketing mix may therefore need to be adapted depending on which age segment or segments are being targeted. Case Study : The lure of generation Y With a plethora of anti-ageing products flooding the market‚
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Channel had become successful through the 35-54 women viewers without having to articulate and detailed segmentation‚ branding‚ or positioning strategy (Stahl‚ 2007). Dana understood that The Fashion Channel would have to increase viewers and increase advertising pricing. In order to create a successful marketing plan‚ Dana Wheeler knows that the correct identification of consumer segmentation is critical to her success. Dana needs to identify and pursue the consumer groups that will bring in the
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Marketing Segmentation As stated by Finch (2012) market segmentation describes both a process and strategy by which the total market for a product is divided into smaller parts or segments (p. 158). There are four levels of marketing segmentation as described by Finch(2012) which are mass marketing‚ segment marketing‚ niche marketing‚ and customized marketing (p. 162). Mass marketing: Finch (2012) states that the seller does not differentiate between prospective buyers at all (p. 162). This is
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Question 1 Division of marketing for Kit Kat – chocolate bar‚ into geographic ‚ demographic‚ psychographic and behavioural segmentation. Geographic segmentation The market is broadly divided into Urban (cities and towns) and Rural (villages). Kit Kat caters the high urban need by making products available that too with a variety with the help of which the rural crowd can be kept attracted. Rural needs are also kept in mind and there is nothing even required for Kit Kat to make an effort to attract
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Market segmentation is defined as a company which are trying to divide the market into different parts according to its distinct needs‚resources‚locations and buying attitudes.It have four main tpoics:segmenting consumer markets‚business markets‚international markets and requirements for effective segmentation. I think the most interesting part of market segmentation is consumer markets segmentation. Different consumers have different needs according to geographic‚demographic‚psychographic and behavioural
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Market segmentation is an essential part in today’s business world. It is because not all customers have the same requirement and a market strategy which does not recognize this fact will result business failure. Market segmentation is the process of splitting customers‚ or potential customers within a market into different groups‚ or segments‚ within which customers have the same or similar requirements satisfied by a distinct marketing mix. Nike has been successful in market segmentation for selling
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innocent segmentation 1 Segmentat the market for innocent’s smoothie products using relevant segmentation criteria. In order to describe the segmentation of the consumer market of innocent’s smoothie products i’m going to use three relevant segmentation criteria such as: behavioural‚ psychographic and profile. Talking about the behaviour of customers we can segmentate the market of innocent in this way: The smoothies are addressed to customers that want healthy food‚ and live in a healthy
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segmented the market for its major product and what its marketing mix strategies are. b) If you were the marketing managers involved‚ what parts of (i) would you do the same and what would you do differently? Why? EXECUTIVE SUMMARY Market Segmentation is an essential part of the Marketing Strategy. It allows organisation to effectively target the relevant groups of consumers‚ allowing for the creation of a more effective marketing strategy. The strategy will guide a company to better satisfy
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A production concept is the oldest of the concepts in business. Business concerned itself primarily with production‚ manufacturing‚ and efficiency issues. It holds that consumers will prefer products that are widely available and inexpensive. Managers focusing on this concept concentrate on achieving high production efficiency‚ low costs‚ and mass distribution. They assume that consumers are primarily interested in product availability and low prices. This orientation makes sense in developing countries
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competitors. Geographic Segmentation • Regions - Commonly people prefer to use roll on time anytime but Nivea roll on can segment the market on the high temperature area cause in the hotter regions people need stay odourless. • Cities - Consumption of roll on is more in the cities as compare to the countryside due to various factors such as income and education level. Nivea should make the product available in every place. Demographic Segmentation • Age – Nivea
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