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Bluewater Retail Park
Bluewater Retail Park
Bluewater Retail Park
Bluewater Retail Park
Bluewater Retail Park
Bluewater Retail Park
Bluewater Retail Park
Bluewater Retail Park
Bluewater Retail Park
Bluewater Retail Park
Bluewater Retail Park
Bluewater Retail Park
Bluewater Retail Park
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Bluewater Retail Park

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Market Segmentation as done by Bluewater Retail Park in England. …

Market Segmentation as done by Bluewater Retail Park in England.

Useful for Higher Business Management Marketing topic and in particular how organisations target different segments in the market.

Published in: Education, Business, Sports
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Transcript

  • 1. Bluewater Retail Park www.mrmcgowan.blogspot.com
  • 2. Bluewater
    • A 320 shop out of town retail park in Dartford, Kent.
    • It’s triangular in shape. Why?
    • Because people feel foolish walking down dead ends
    • It’s designed with regards to Consumer Psychology
  • 3. Bluewater ‘Gimmicks’
    • On-site police station
    • Poetry on the walls
    • Aroma of coffee shops at entrances
    • 6500 staff trained in positive body language
    • Women’s toilets even have pegs for handbags!
  • 4. Consumer Gender Differences
    • Women browse for hours; Men ‘pre-shop’.
    • Bluewater has ‘ male creches’ – book, art and model shops to keep men busy. These shops are given preferential rates (normal landlords like best-paying tenants)
  • 5. Outside the Park
    • Approach roads have 3 exits at every roundabout
    • 13,500 car spaces are 50% wider than normal
  • 6. Target Markets
    • County Classics
    • Club Executives
    • Young Fashionables
    • Young Survivors
    • Sporting 30s
    • Home Comfortables
    • Budget Optimists
  • 7. County Classics
    • 14.6% of people; 25.2% of projected sales
    • Upmarket, middle aged women.
    • Snobbish, house-proud and arty
    • Shop at John Lewis, M&S, Laura Ashley
  • 8. Club Executives
    • 13.5% of people; 21.2% of projected sales
    • Impatient, successful males
    • Status-obsessed careerists
    • Shop at M&S, John Lewis
  • 9. Young Fashionables
    • 15.6% of people; 21.6% of projected sales
    • Unisex twentysomethings
    • Vain and superficial fashion victims
    • Shop at Jigsaw, Harvey Nichols and River Island
  • 10. Sporting 30s
    • 13.4% of people; 12% of projected sales
    • Middle-income men
    • Casual, undomesticated, cling to their youth
    • Shop at BHS, Burton & special interest stores
  • 11. Young Survivors
    • 15.3% of people; 7.4% of projected sales
    • Both singles and couple with limited interests, abilities, ambitions and incomes
    • Shop at C&A, Woolworths and the Co-op
  • 12. Home Comfortables
    • 14.4% of people; 7.1% of projected sales
    • Cardie and knitting brigade
    • mid-market retirees more at home in garden
    • Shop at Littlewoods, BHS or Co-op
  • 13. Budget Optimists
    • 13.2% of people; 5.4% of projected sales
    • Usually older women with low incomes
    • Traditional tastes and set routines
    • Shop at Debenhams, Littlewoods or BHS

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