Bluewater Retail Park

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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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Bluewater Retail Park

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

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