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Starbucks Case, Absolute Vodka Case

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Submitted By tamaraatran
Words 334
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assignment – starbucks

a. market segmentation : lifestyle segmentation, income segmentation
- hanging out in a starbucks, grab and go coffe, brew i tat home coffee
- income : high quality expensive coffee and instant low-budget high quality coffee, for 1.2 $
- wealthy, well educated (demographic), gender, age
- concentrated marketing – small segmentation
- loyalty – behaviour – heavy user (psychograpfic)
b. The Starbucks experience changed first. They extended the target market by inenting new products and opening new stores. First they targeted the upper class – higher income, more educated. After opening new stores, their customer scale extended, and they had to target both groups. Maintain the value by satisfying both target market’s needs and wants. they wen from concentrated to differentiated
c. new segmentations : grab and go coffee, brew it at home, the traditional starbucks experience – lifestyle, income and attitude toward product segmentation.
a. geographical segmentation – they targeted in other countries

assignment – absolut vodka behavioral segmentation:
- occasions: regular vodka drinkers
- benefits: they look for a high-quality vodka
- user status
- loyalty status
- usage rate demographical segmentation
- age : everyone from the age of 21 (int he US) and from the age of 18 ( europe)
- income : affordable price
- religion psychographical segmentation:
- social class : middle class, upper class
- lifestyle : party,
- personality value difference : it is a high-quality vodka, offered to everyone. this is th ebest vodka available
- design
- image
- product differentiation (the bottle is king) and image diferentiation
- advertisement
- this campaign is consistent
To vodka-lovers, who want to consume quality vodka for affordable price our Absolut Vodka is the best vodka available on the market

- young pple,

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