Durable product Non-Durable product Service product

1. PRODUCT SEGMENTATION
PREPARED BY-
AKHILA O.V.
S2 MBA (DAKSHA)
MACFAST
TIRUVALLA, KERALA,INDIA

2. QUESTION???
Collect 3 advertisements for
a) Consumer Non-Durable product
b) Consumer Durable product
c) Service product
Determine to what segments the ads are directed at…

3. NON-DURABLE PRODUCT
DOVE
 Dove is a personal care brand owned by Unilever.
 The Dove beauty bar was first developed & introduced
In Netherland in 1955 when Unilever purchased a Dutch soap factory.
 Dove soaps are manufactured in countries such as Australia,
Argentina, Brazil, Canada, India, Germany, U.S.A etc…

4. DOVE Advertisements

5. Segmentation:
1. Demographic Segmentation
 Under this segmentation Dove focusses on women of all age group
above 18.
 Women who use beauty products.
 Women who are well aware about beauty & care of their skin.
 Women who have high purchasing power & belong to upper middle
class.

6. 2. Psychographic Segmentation
 Dove aims to create a psychology in women where beauty incorporates
all ages, body shapes & size.
 “You are beautiful the way you are” is the message Dove promotes &
wants every women to believe.

7. DURABLE PRODUCT
SAMSUNG S9|S9+
 Samsung was established in 1938 by founder Byung Chun Lee.
 In 1991, Samsung started making LCD panels it sold to other television brand.
 In 1994, it started making flash memory for devices such as iPod & smart phone.
 The bigger screens proved to be a major selling point for Samsung.

8. SAMSUNG Advertisements

9. Segmentation:
 Demographic by Age:
• Middle age group
• Teenagers
• Executive class
 Behavioural Segmentation
 Technological Segmentation
 Designing the new product on the latest trend.

10. SERVICE PRODUCT
JOHNSON & JOHNSON

11. Segmentation:
 The penetration is so deep that almost every market is a
potential market for them.
 Focus on low income level groups or Middle class income
level groups.

12. THANK YOU