Unit 3 P5

Marketing Segmentation

Introduction

In this assignment I will be discussing different types of marketing segmentations, so what is segmentation? Segmentation is used by businesses to help target their products at the right customers. It is about recognising the specific needs and wants of customer groups and then using this information into providing products and services which meet customer needs.

Geographic

Companies segment the market by attacking a restricted geographic area. It is very valuable information because businesses can precisely tailor their products mix based on a location, for example, people in Cambridge show a preference for coffee whereas consumers in Lincolnshire tend to prefer tea. This information will allow a tea company to focus marketing its product more up north in Lincolnshire rather than Cambridge.

Demographic

Demographic segmentation means dividing a market into a group, age, gender, race, occupation and income. For example, Dove created a product for called ‘Men + Care’ which is a hygiene product targeted only for men.

Psychographic/Behaviour

Psychographic Segmentation is based on personality, values, lifestyle, interests, attitudes, self image or opinions. For example, Ducati is a motorbike manufacturer and may segment its market on the basis of personality variables such as a masculine image, independent, impulsive and fearless.

Macbook Pro

The MacBook pro is a line of Macintosh portable computers introduced in January 2006 by Apple Inc. What makes apple computers good is it is very hard to get a virus on one and they don't get slow after a long period of owning one. Apple has an online backup service allowing its customers to backup safely their memory onto the iCloud, this is very useful if you are running out of storage.

Apple claim to target the MacBook Pro to everyone but particularly to designers, professionals and people on the move.

Apple has segmented their market demographically by age and income. Apple show in their adverts that the MacBook Pro can be used by anyone and anywhere home or away. The MacBook pro isn't cheap and is aimed at higher income earners.

Apple sell products business to consumer via their online website or one of many retail stores across the world and business to business. Apple sell their products to curry’s, PC world, Maplin and many more online retail stores.

Apple have made the usability of the MacBook Pro as simple as possible making it usable for everyone making it more appealing for people. Apple haven’t targeted a specific market because they want to reach as many people as possible.

Bugatti Veyron

The Bugatti Veyron EB 16.4 is a mid-engined sports car, designed and developed in Germany by Volkswagen and hand built in Molsheim, France. The Bugatti Veyron is one of the worlds fastest and prestigious cars in the world. Bugatti only wanted to sell 450 Veyron’s and now have all been sold, the retail price was £1,600,000 making it the worlds most expensive car during its production.

The Bugatti Veyron is mainly targeted at people who are car enthusiast with a lot of money such as the likes of car collectors, museums and of course very wealthy individuals. Bugatti claim they will not sell their cars to anyone but only people who share the same vision as they do.

Geographically Bugatti focuses on marketing their cars in wealthy affluent areas for example, London, Monaco, Beijing, Unites Arab Emirates, California, Paris and more.

Bugatti target these people by attending motor shows across the world demonstrating the cars usability and features, this also gives the potential buyers an insight into what they may possibly be purchasing.

You could of purchased a bugatti directly through them and then redirected to your nearest dealership to finish the ordering and collection process. Before the Bugatti was sold out they also sold their cars to independent deanships.

Ben & Jerry’s Cookie Dough Ice Cream

According to wikipedia Cookie Dough originated at the Ben & Jerry’s Burlington Scoop Shop from an anonymous suggestion. Ben & Jerry’s Cookie Dough Ice Cream is made up of 17% chocolate chip and chunks. of chocolate.

Ben & Jerry’s target their ice cream at younger people, mostly teenagers.

Ben and Jerry’s target the younger market by using unique paper like animations in their campaigns and tv adverts, they also use bright bold lettering and colours on their packaging making them stand out. Their brand has a young feel which is another attraction to younger people. This group is targeted more because generally younger people eat ice cream and this would of been found out by doing market research.

Demographically Ben & and Jerry’s markets their products in high populated ares such as cities, towns, villages and more. They will tend not to market their products in rural areas where there is a low population as demand will be low.

Ben and Jerry’s sells business to business, they sell to supermarkets, fast food outlets, cinemas, restaurants and more.

Nike Air Yeezy

Nike collaborated with Kanye West creating the “Yeezy” a very expensive limited edition shoe. Nike Air Yeezy’s were developed in 2007 to 2009 by Kanye West and Nike creative director Mark Smith. Nike Air Yeezy’s come in a verity of bold colours from all red to pink and bright green.

Nike’s target market is young wealthy people from the age of 17 to 30.

Nike have targeted young people because the way the shoe has been designed and looks, it is a younger persons style, bright, bold and unique. This group is targeted because generally younger people tend to spend more money on shoes and have more interest in the latest fashion.

Nike Air Yeezy are far from cheap, they cost thousands and because of this Nike have targeted the high income earners and people who’s lifestyle revolves around fashion a lot. They are mainly targeted for guys but can be worn by women.

Nike sell this shoe direct or business to business to high end shoe retailers such as dog fish.

Bentley Continental

Bentley motors is a British luxury car manufacturer owned by the german company Volkswagen AG. Bentley is based in Crewe, England and was founded by W. O. Bentley in 1919. The Bentley Continental is a luxurious hand built saloon car crafted by some of the best engineers and designers in the world.

Bentley Continental is targeted at middle aged business people who preferably prefer to be chauffeured.

Bentley target an older market by featuring in its adverts people being chauffeured around and wearing suits insinuating its a car for business people. The Continentals design is very elegant and minimalistic having an older feel to it, this appeals to the older generation who just want comfort and style.

Geographically Bentley focuses on marketing their cars in wealthy affluent areas for example, London, Monaco, Beijing, Unites Arab Emirates, California, Paris and more.

You can purchase a Bentley Continental direct through bentley and then you will be directed to your nearest dealership to finish the order and collection process.

Apple iPad

The Apple iPad is an iOS-bases line of tablet computers designed and marketed by Apple Inc. The apple iPad was the first reliable computing tablet of its time and as of January 2015 Apple have sold over 250 million iPads and counting. Ipads are easy to use and don’t slow down over time. Apple has developed the iPad so it is extremely hard to catch any viruses making its security system very reliable and safe. The iPad features many built in apps such as a clock, notes, calendar, camera, photos and many more, the App store allows you to download further more apps from a choice of millions.

The target market for the iPad is everyone for example it can be used by professionals such as doctors or teachers, students, designers or children. The iPad has many capabilities making it very attractive for the public.

Apple has segmented their market demographically by age and income. Apple show in their adverts that the iPad can be used by anyone and anywhere home or away. The iPad is reasonably priced compared to apples other products making it more appealing and affordable targeting a larger audience.

Apple sell products business to consumer via their online website or one of many retail stores across the world and business to business. Apple sell their products to curry’s, PC world, Maplin and many more online retail stores.

Sources: www.google.co.uk Ipad - https://en.wikipedia.org/wiki/IPad
Bentley - https://en.wikipedia.org/wiki/Bentley
Ben and Jerry’s https://en.wikipedia.org/wiki/Ben_%26_Jerry%27s
Bugatti - https://en.wikipedia.org/wiki/Bugatti_Veyron