Fundamentals Of Marketing Segmentation Essay

1316 words - 5 pages

Market segmentation is the selection of groups of people who will be most receptive to a product. The most frequent methods of segmenting include demographic variables such as age, sex, race, income, occupation, education, household status, and geographic location; psychographic variables such as life-style, activities, interests, and opinions; product use patterns; and product benefits. Much segmentation involves combinations of these methods. No matter how segments are defined, however, they are characterized by considerable change over time.

The segmentation of coco-cola can be described as demographic and psychographic because the main consumers of coco-cola are people in the age group of 30 and below. This can be seen by Coca-Colas advertising campaigns, which are targeted toward to the young. But also the lifestyle, as peoples' lifestyles changed they demanded different soft drinks. For example, consumers might want a drink containing sugar and caffeine in the morning, a diet soft drink for lunch and a caffeine-free drink at night. This market segmentation, created an opportunity for more 'Coca-Cola' brand drinks. Therefore we have got Sprite and Fanta. And another segment is usually the loyal coke drikers who have nothing but coke, no substitutes. They are addict to the taste. That makes them to keep purchasing coco-cola. To promote their products, Coca-Cola is also getting their product advertised more frequently. We can see the advertising of coco-cola from magazines, televisions, football fields and McDonalds etc.

Red Bull is a energy drink, it is targeting consumers aged teenage. However, now it is fairly widespread although originally focused on student bars, clubs and universities. To compare with other drinks it is expensive, but it positioned as energy drink worth paying for it. It is also targeting the people who love sports. We could see that from its advertising: Red bull will recover your energy rapidly after your sporting. Red bull is also advertising to promote their products, however not as hard as coco-cola does. We can see red bulls's advertising from some cars, their own advertising, and televisions etc.

Farmer units products national food like Iced coffee, milk and something else like that. It is targeting middle and old age consumers who care their health much and like to pay for health national drinks though it is not expensive if compare with red bull, but dearer than coco-cola. They are
not advertising as hard as coco-cola and red bull does. We only can see their advertising from their own broachers, deli shops etc.

Coco-cola Company produces coke, sprite and other soft drinks. Red bull is a company which produce the energy drinks only. The farmer unions produce the national drinks such as iced coffee, milk, and chocolate milk etc. To contrast the price, coco-cola is the cheapest one, only like 50C per can (375 ml). Most people could afford this price. For farmers union, it is a bit...

Find Another Essay On Fundamentals of Marketing Segmentation

Pharmaceutical Marketing Segmentation Essay

620 words - 3 pages gel is application site is at the armpit area under each arm. The marketers for AndroGel are using what our text calls “Multiple Segmentation Bases” which is a flexible approach in segmentation marketing (Kurtz, 297). Their focus is on product-related segmentation coupled with demographic segmentation. The manufacturers of AndroGel use product-related segmentation by dividing the consumers up based on their relationship to the product by the

Market Segmentation Essay

718 words - 3 pages Week 6Market Segmentation and Target MarketingTayla PepinOctober 3, 2014Do you know anything about the different types of marketing? Did you know that there are different subjects and topics in marketing? Honestly, I did not. I thought marketing was just the one subject. The market selected by a company as the target for their marketing efforts (i.e., target market) is critical since all subsequent marketing decisions will be directed toward

a study on iphone

1216 words - 5 pages Apple Inc. is successful with its marketing strategy as the target market is extensive and continuous. After this point, it will be efficient to investigate the market segmentation of iPhone which has a big role on target market formation. The market segmentation is one the key element of marketing and it is the process of dividing the market into several groups based on different factors. It is worth bearing in mind that segmentation makes

Market Segmentation for Companies

1469 words - 6 pages INTRO Creating value for both customers and companies need some marketing research and some processes related with market segmentation.For making a effective and useful market segmentation,there will be some steps and some concepts that has to be known. The companies have to pay attention segmenting their products and entering a new market.Because of that, the company takes into consideration the all process of the market segmentation such

Marriott's Market Segmentation and Market Research

1443 words - 6 pages a chain of restaurants to a chain of hotels in a period of over 50 years. Bill Marriott has achieved great success by expanding the Marriott portfolio which now comprises of 16 different hotel brands which include Ritz Carlton, Renaissance, Springhill Suites, Gaylord Hotels and many more (Jr, 2013). The underlying factor to Marriotts success is the marketing plan that Marriott has which involves effective market segmentation. Market

How Target Marketing is Performed

1308 words - 6 pages services products and consumer, to be difficult. In order to overcome the constraints caused by diversity, target marketing, which is the target aimed by a respective organization that is believed to be its prospective market with marketing messages, is getting important. Target marketing can be performed through several processes of identification. The identification processes involved identification of market segmentation, market targeting and

Market Segmentation

1845 words - 7 pages      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

Social Network Marketing and the STP process

1234 words - 5 pages When using the marketing mix, it is important to keep in mind the three generic stages of marketing-segmentation, targeting and positioning. Segmentation is the detailed breakdown of your customers into as much detail as practical, targeting then ensures all elements of the mix are tailored to your identified consumer group. Positioning is the process of ensuring potential and current customers perceive your company in the intended way

Critically evaluate the use of lifestyle analysis in consumer marketing

2166 words - 9 pages recognize that it normally cannot similarly serve all the customers in that market. These customers may be too widely scattered and especially too various in their needs and wants. Recognizing that will make marketing more successful.Market segmentation has thus become the core concept of target marketing and communication campaigns. Products are positioned to help satisfy consumer needs and to take account of how products fit into consumers

marketing

1159 words - 5 pages Executive SummaryMarketing is possibly the most important function of a business as it has a direct impact on productivity and sales. Effective marketing strategies are a stepping stone to develop brand awareness and customer loyalty which ultimately lead to increased sales and achieving strategic goals such as profit maximization. Marketing strategies used by successful businesses include:Market segmentation, product/service differentiation and

company analysis

3049 words - 13 pages buyer groups and then creating specific marketing programs for one or more of the resulting segments with a view to achieving financial and corporate objectives. According to Wind (1978, p. 317), Market segmentation has long been considered as the most fundamentals concepts of modern marketing. It corresponds to a middle way between a strategy of market aggregation, in which all consumers are treated similarly, and one of total market desegregation

Similar Essays

Marketing Segmentation Of Gordon Highlanders Museum

2138 words - 9 pages system will have an impact and it becomes important for GHM to develop appropriate marketing literatures for the target audience.3.0 Market segmentation & targeting:Market segmentation refers to dividing the market into distinct groups of buyers which might require separate products or marketing mixes (P. Kotler, 1991).Hence a differentiated marketing strategy will have to be adopted by an organisation and design separate offers for each.There

International Market Planning And Segmentation Essay

1677 words - 7 pages the performance of business activities designed to plan, price, promote, and direct flow of the companies goods and services to consumers of users in more than one nation for profit” (p. 10). This paper will concentrate on this importance of segmentation. The utilization of segmentation is the acknowledgement of different groups in a market diverge greatly and require discrete marketing mixes (Czinkota & Ronkainen, 2010). McDonald’s and

Customer Driven Marketing Strategy Essay

1272 words - 5 pages : market segmentation, market targeting, positioning and differentiating (Refer to Appendix 1, Figure 1). The first step is market segmentation. According to Cravens and Piercy (2009), segmenting markets is a foundation for superior performance and it is important to understand buyer’s needs and wants in designing marketing strategy. It is a process of placing the buyers in a product-market into subgroups and it needs to be considered early in the

Defining A Communication Plan Essay

539 words - 2 pages looking for the same thing. With a well integrated creative communications strategy, Olive will be successful in the United States. By Olive speaking in once voice they are saying that they will do what they said they will do.ConclusionBy creating a valuable IMC plan affects fundamentals in the strategy process of a marketing strategy. Using the wrong tools can hinder the target audience can lead to failure. Sticking to a plan that is organized
Charlotte Springer | Saving General Yang (Movie) | Other Accessories