Market Segmentation dividing a particular market into sections, which display similar characteristics or behaviour.

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Presentation transcript:

Market Segmentation dividing a particular market into sections, which display similar characteristics or behaviour

Demographics

Demographic Segmentation

Age – different needs (kids, old people) Gender – cosmetics, clothing, All Bar one (London) –encourage women’s social drinking Unisex products (works on the similarity between the 2 genders)

Income income

Life cycles Holidays: families, 18-30s singles, those in their 50s.

Geographic

Lifestyle groups Yuppie Associations Mobile High valued house/flat Yuppie Associations Mobile High valued house/flat Good Salary Young branded car. Third Agers Associations. 50's Retired early from profession. Time to spare Adventure Seekers

Social class Divides society into 6 distinct groups based solely on occupation. A Professional staff B Middle management C1 Junior management C2 Skilled manual D Semi-skilled and unskilled workers. E Those dependent on the state.

Personality 18-25, outgoing, independent – what products?

occasion Products bought at Christmas, Easter, Mother’s day

Usage rate light medium users Heavy targeted