Market Segmentation Essay

Essay On Market Segmentation
Market segmentation is the process of dividing a market of potential customers into groups, or
segments, based on different characteristics. The segments created are composed of consumers who
will respond similarly to marketing strategies and who share traits such as similar interests, needs, or
locations. Its important as it allow a business to precisely reach a consumer with specific needs and
wants. There are several thing of market segmentation such as demographic segmentation,
geographic segmentation, psychographic segmentation. Demographic segmentation Demographic
segmentation is market segmentation according to age, race, religion, gender, family size, ethnicity,
income, and education. Its also can be segmented into several markets to help an organization target
its consumers more accurately. Our boutique segmented its customers according to their age. The
range of age that we...show more content...
There are several quiestion need to be answer before plan the strategy to access the market. For
example will the product or service be sold directly to consumers or directly to wholesalers or
retailer? For this Jeans Pants,To measured we can a access the market we will start early. We will
start and begin preparing long before launch our products. Its means that we will using rolling
launch way to keep the conversation going. Start our outreach two or three month eralier before
the official launch date and will keep the news going up to and beyond the the official launch date.
We will make the products or service available to important influencers. Influencers can be friendly
customers, prospects, or even bloggers who have an sizable online presence. Encourage these
people to use our product and then write review articles or posts. These folks are also great
resources to talk to analysis about our offering
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Market Analysis : Market Segmentation Essay
What is Market Segmentation? According to Investopedia (n.d), market segmentation is a term used
in marketing that refers to the aggregating of a potential buyer into groups, or segments, that share
common needs and would respond similarly to a particular action in marketing. By utilizing market
segmentation it enables Victoria's Secret to target different categories of consumers who recognize
the full value of certain products and services differently from one another. Furthermore, market
segmentation is an extension of market research for the purposes of identifying targeted groups of
consumers in order to tailor products and branding in a way that it is attractive to that group. There
are three general criteria used to identify different market segments: homogeneity, distinction and
reaction (Investopedia, n.d). Utilizing a number of market research and track and trend sources
such as, IBISWorld, Hoover's Inc. and the direct reporting from competitors, a company like
Victoria's Secret can gain useful knowledge about its market. IBISWorld, which is one of the world
's leading publishers of business intelligence, specializing in Industry research and Procurement
research. Since 1971, IBISWorld has provided thoroughly researched, accurate and current business
information and Hoover's Inc. a subsidiary of Dun & Bradstreet, a business research company that
has provided information on companies and industries since 1990. Each of these resources aided in
obtaining of very

Market Segmentation
MARKET SEGMENTATION, TARGETING AND POSITIONING MARKET SEGMENTATION
INTRODUCTION: – The market for any product is normally made up of several
segments. A 'market' after all is the aggregate of consumers of a given product. And, consumer (the
end user), who makes a market, are of varying characteristics user and buying behavior. There are
different factors contributing for varying mind set of consumers. It is thus natural that many
differing segments occur within a market. In order to capture this heterogeneous market for any
product, marketers usually divide or disintegrate the market into a number of sub–markets/segments
and the process is known as market segmentation. segmentation Thus we can say that market
segmentation is the...show more content...
2. Higher Profits: –
It is often difficult to increase prices for the whole market. Nevertheless, it is possible to develop
premium segments in which customers accept a higher price level. Such segments could be
distinguished from the mass market by features like additional services, exclusive points of sale,
product variations and the like. A typical segment–based price variation is by region. The generally
higher price level in big cities is evidence for this. When differentiating prices by segments,
organizations have to take care that there is no chance for cannibalization between high–priced
products with high margins and budget offers in different segments. This risk is the higher, the less
distinguished the segments are.
3. Facilitates tapping of the market, adapting the offer to the target:–
Segmentation also enables the marketer to crystallize the needs of target buyers. It also helps him to
generate an accurate prediction of the likely responses from each segment of the target buyer.
Moreover, when buyers are handled after careful segmentation, the responses for each segment will
be homogeneous. This in turn, will help the marketer develop marketing offer/programmers that
most suited to each groups. He can achieve specialization that is required in product, distribution,
promotion and

Market Segmentation Essay
To reach different markets or to promote your products to different locations or people one has to use
a method called market segmentation. "Market segmentation describes the division of a market into
homogenous groups which will respond differently to promotions, communications, advertising and
other marketing mix variable" (Cumming). Market segmentation is extremely important for
companies around the world. If a company doesn't research the area in which they are going to
market or they put a product that is either to expensive or to elaborate in an area that can't afford
that then they will fail as a company. In my paper I will discussion why market segmentation is used
in around the world, the types of...show more content...
The markets must be large enough to be segmented, if you try to split an already small market it
won't work. Differences must exist between members of the market and these differences must be
measurable through traditional data collection methods (McElligott). Once the market is segmented,
you must be able to design marketing communications that address the needs of the specific
segments. If you can't develop promotions and advertising are specific to each segment, there is
little value in having those segments. Each segment must be reachable through one or more media.
You must be able to get your message in front of the right market segments for it to be effective. If
your were marketing to one–eyed, green aliens then you should invented a market to reach these
aliens. Segments must not only be differing on demographic and psychographics characteristics, they
must differ on the benefits sough from the product (Mariotti). If everyone wants the same things
from your product, there is no reason to segment buyers. The expected profits from expanding your
markets and more effectively reaching buyer segments must exceed the costs of developing multiple
marketing programs, re–designing existing product and/or creating new products to reach those
segments (Cumming).
Consumer Markets can be segmented into many different parts in order to sell the product the most

Market Segmentation
MARKET SEGMENTATION
Marketing strategy that involves dividing a broad target market into subsets of consumers who have
common needs, and then designing and implementing strategies to target their needs and desires
using media channels and other touch–points that best allow to reach them.
Market segments allow companies to create product differentiation strategies to target them.
Market segmentation is the technique used to enable a business to better target it products at the
right customers. It is about identifying the specific needs and wants of customer groups and then
using those insights into providing products and services which meet customer needs.
Segments are usually measured in terms of sales value or volume. In the diagram...show more
content...
Geo–cluster approach combines demographic data with geographic data to create a more accurate
profile of specific [1] With respect to region, in rainy regions you can sell things like raincoats,
umbrellas and gumboots. In hot regions you can sell summer wear. In cold regions you can sell
warm clothes. A small business commodity store may target only customers from the local
neighborhood, while a larger department store can target it 's marketing towards several
neighborhoods in a larger city or area.
In geographical segmentation, market is divided into different geographical units like:
Regions (by country, nation, state, neighborhood)
Population Density (Urban, suburban, rural)
City size (Size of area, population size and growth rate)
Climate (Regions having similar climate pattern)
A company, either serving a few or all geographic segments, needs to put attention on variability of
geographic needs and wants. After segmenting consumer market on geographic bases, companies
localize their marketing efforts (product, advertising, promotion and sales efforts).
Demographic Segmentation:
In demographic segmentation, market is divided into small segments based on demographic
variables like:
Age
Gender
Income
Occupation
Education
Social Class
Generation
Family size
Family life cycle
Home Ownership
Religion
Ethnic group/Race
Nationality

Demographic factors are most

Segmentation And Marketing : Segmentation Essay
Question 1 Segmentation means to divide the marketplace into parts or segments which are
definable, accessible, actionable and profitable and have a growth potential. In other word it is a
technique used to enable a business to better target its products to the right customers by
identifying the specific needs and wants of customer groups and then using those insights into
providing products and services which meet customer needs. Segmentation is a necessary first
step because it is impossible to target the entire market because of time, cost and effort restrictions
as different people have different needs and choices but if we do segmentation then it allows the
seller to closely tailor the products to the needs, desires, uses and paying ability of customers. It
also allows sellers to concentrate on their resources, money, time and effort on a profit market
which will grow in numbers, usage and value. The benefits Ateco Great Wall will get from
Segmentations can be as follows: Segmentation can help Ateco Great Wall to increase the focus of a
firm on market segments as if they will have better focus they will get good returns. As once you are
focus it helps to increases the competitiveness in that market segmentation by focusing on specific
targets. Ateco Great Wall will benefit if they segment through any types of segmentation such as
geographic segmentation which will help in market expansion. As if they have market strategy on
the basis of geography then once they

Market Segmentation
Segmentation Segmentation is essentially the identification of subsets of buyers within a market
who share similar needs and who demonstrate similar buyer behavior. The world is made up from
billions of buyers with their own sets of needs and behavior. Segmentation aims to match groups
of purchasers with the same set of needs and buyer behavior. Such a group is known as a
'segment'. Think of you r market as an orange, with a series of connected but distinctive segments,
each with their own profile. Of course you can segment by all sorts of variables. The diagram above
depicts how segmentation information is often represented as a pie chart diagram – the segments are
often named and/ or numbered in some way. Segmentation is a form of...show more content...
This briefing will explore each of these categories, hopefully bringing some measure of clarity to
this space. Personalisation This covers all situations in which the end user is given the capability to
customise or tailor the features provided, or how information is delivered to them. This covers
simple functionality such as: my links my documents choosing portal elements ('portlets')
Personalisation also includes richer functionality such as selecting news channels, or setting
preferences in HR and travel systems. Personalisation (as defined here) is the most commonly
implemented functionality, and is often the simplest to deploy. Doubts are raised, however, about
the degree to which users make use of this functionality, and simple personalisation can struggle to
demonstrate the benefits delivered to the organisation. Segmentation Instead of leaving it to end
users to configure interfaces, segmentation involves the organisation more actively tailoring what
is delivered to specific groups or roles. This may include: targeting the delivery of individual
documents providing tailored 'portals' for specific groups segmenting the whole site by audience
There is a strong argument for benefits delivered by segmentation, particular as a way of
overcoming the 'information overload' experienced by end users. The challenge is, and always will
be, the considerable resources that need to be devoted to

Market Segmentation Paper
Consumer Behavior Segmentation paper When attempting to segment the market for aftermarket
truck accessories in the trucking industry we used a combination of lifestyle based segmentation
and psychographic based segmentation techniques that we learned in class. Our segments were
based on the results of our needs assessment paper which linked the attributes we identified to the
benefits and the values. We came up with a rough estimation of the size of each segment by using
the information we collected in our sample to infer what the actual size of the population maybe.
We are aware that are sample is most likely biased and not a fair distribution of the segments.
Strictly Business Segment: Estimated size is 20% These are...show more content...
One of a Kind Segment: Estimated sized is 30% This segment is largely made up of truck owners
who upgrade their trucks by adding aftermarket accessories to make their trucks stand out in a
crowd. According to our interviews, Protech's products 'look good' and looking good is a symbolic
benefit that shows other drivers that you are an individual. Adding aftermarket accessories to a
vehicle is a personal and social experience. Our interviews showed us the powerful connections
people have with their trucks. Customization is way a representing who they are as a person.
Displaying your personality through truck modifications is a way of achieving social recognition in
the trucking community. Having a unique, modified truck makes a statement about yourself and
gets you recognized by others with the similar interests. For many truckers, their rig is their home
away from home. Some may even spend more time in their trucks than they do in their homes, thus
leading to the development of a strong personal connection between their identity and their trucks.
Because of this close connection with their trucks, wanting to personalize their rigs is very common.
Many consumers feel that the costs associated with accessorizing their vehicles are well worth the
investment. They will gladly pay any price to end up with a truck displays

Market Segmentation
Segmentation, targeting and positioning are interrelated activities, which are important to achieving
a successful marketing mix. Discuss these concepts in theory and give practical example of how
they can be applied to one industry of your choice. Market segmentation is a marketing strategy that
involves dividing a broad target market into subsets of consumers who have common needs, and
then be designed and implemented to target these specific customer segments, addressing needs or
desires that are believed to be common in this segment, using media that is used by the market
segment. Today's generation there are various products in the market. Today I am going to discuss
one of them is RADOX BRAND. Radox is helping people unwind...show more content...
This study examines and conceptualizes the recent advancements in market segmentation and
development studies and globally explores their managerial implications for marketing practitioners
and researchers alike for orderly decision–making purposes. Segmenting and Targeting the Market A
market can be defined as 'a group of individuals and organizations that have a need or potential
need in common that can be satisfied through a specific service offering and have the ability to
pay for it.' According to Bruce Marcus and August Aquila in their book, Client at the Core, a PSF
market consists of: A group with a common need for a specific service A group that is accessible
A group that you can serve profitably The segmentation process is flexible and indeed can be
highly creative if a firm puts considerable effort into the process. It is feasible for a firm to focus
on quite a broad market or a narrow one offering a few core services or the firm can target a
number of segments. A segment comprises a group of current and potential customers that share
common characteristics such as industry or firm size as well as those clients with similar needs or
consumption behavior. The key points are as follows: stages in the segmentation process for the
PSF are: 1. Identify key client groupings based on existing clients–existing clients are a good place
to start in the segmentation process as you will easily be

Essay about Market Segmentation
Segmenation Market Segmentation
Market segmentation is the division of a market into distinct groups of buyers who might require
different products or marketing mixes (Kotler et al, 1994). It is the division of a heterogeneous
market consisting of buyers with different needs and wants, into homogeneous segments of buyers
with similar needs and wants. Therefore, the segments are heterogeneous between (ie. all the
segments are different, eg. one segment all males, one segment all females) themselves, but
homogeneous within (eg. within the male segment, all buyers are male; within the female segment,
all buyers are female).
Segmentation is important as buyers have unique needs and wants. In segmenting a market,
marketers look...show more content...
Within behaviour segmentation, of particular importance is a powerful form of segmentation,
benefit segmentation, which groups buyers depending on the various benefits sought by buyers
from the product class. For example, you could segment the cereal market based on the benefits
sought by cereal buyers: brand (eg. Kellogg's), nutrition and health (eg. Sultana bran), diet (eg.
Special K), taste (eg. Cocopops for kids), price (eg. Kellogg's cornflakes), etc. Notice how each
segment has particular products or brand which caters for the needs of that particular segment? Bases
for Segmenting Industrial Markets
Many of the variables used in segmenting consumer markets can be applied to the segmentation of
industrial markets.
Requirements for Effective Segmentation
Useful market segments must demonstrate the following characteristics:
The size and purchasing power of the segments must be measurable. It must be possible to reach and
serve the segment. The segments must be large or profitable enough. The segments must be suitable
for the design of effective marketing mix programs. Target Marketing
Market segmentation conducted by the company would reveal the various segments the company's
market consists of. The company now has to select which segment(s) it wishes to target.
Evaluating Market Segments
The first step in

Description/How Segmented
Market Segmentation
Market segmentation is a strategy that involves breaking down a business's current target market
into smaller subsets in order to establish a more defined set of market categories. It is important to
first look at the tools available to assist with segmenting the market prior to beginning your
segmentation. These tools include the following:
Characteristics of Buyers The typical consumer of precision machined parts includes distributors,
original equipment manufacturers, wholesalers, and retailers.
Product Use For Falmer, their consumers typically purchase items in one of four categories
including heavy truck and truck related parts, high performance automobile parts, hydraulic hose
assemblies and railcar hardware. There are some customers that supply detailed drawings that fall
outside of these main categories that Falmer will produce the parts for as long as their equipment
has the capabilities to do so.
Buyers Needs/Preferences The consumers in the precision machined parts industry typically look
for a supplier that can provide a high quality item to the required specification at a low cost and
short lead time. They also prefer to have a supplier that keeps them up to date on if any issues arise,
provide good customer service, and are willing to replace defective items if they are found.
Purchase Behavior Customers will look for precision machined part suppliers in various ways
including internet

Wendell Smith: Market Segmentation Essay
In 1956, Wendell Smith published a paper proposing market segmentation as alternative marketing
strategy (Smith 1956) and is often credited with popularising the now common place marketing
fundamental. Market segmentation is the division of the market into smaller segments of consumers
with similar defining characteristics and needs. (Kotler et al, 2013). Marketers will use one or a
combination of the main segmentation variables: demographic, geographic, behavioural and
psychographic. Psychographic segmentation divides a large heterogeneous market into smaller
homogenous markets based on personality traits, values, lifestyle or social class (Kotler et al., 2013).
This method allows companies to tailor their product and marketing mix to the...show more content...
There are several advantages to psychographic segmentation. They have proven very effective brand
positioning and reinforcement. (Yankelovich and Meer, 2006) It allows companies to better tailor
their product to the target market, to create an appropriate and simplified marketing mix, gain
insight into future product design and research. (Tynan and Drayton, 1987) Daniel Yankelovich and
David Meer argue that whilst psychographics bring 'colour and insight to segmentation' (2006,
pg.128) they are unable to predict the buying patterns or brand choice of consumers and that
excessive focus on consumer identities detracts from product development. They also propose that
psychographics offer little insight into potential markets worth entering, future pricing or possible
future offers and that most companies don't consider psychographics to change or evolve over time
therefore don't reinvest in subsequent evaluations. (Yankelovich and Meer, 2006). Wells (1975)
questions the validity of psychographic segmentation result given that results vary between studies,
often due to use of different values systems and profiles. Wells assesses the reliability of
psychographics in that they can't possibility cater for every personality, value or lifestyle variant.
Psychographic segmentation of alcohol relies heavily on lifestyle values. Thach and Oslen (2004)
identify

Market Analysis : Market Segmentation
Shrijana Banjade Shrestha ID EMV 20318
Market Segmentation
Market segmentation is a subsist of group of consumer who share a common needs in a market
segmentation, where as those customer share similar character in a same segment. Segmentation is a
most important necessary idea in marketing sector where as company vary widely in their skills to
serve various kinds of consumers. Therefore, instead of making attempts to contend in an complete
market, firms should segment the market. Through the method of market segmentation, organisation
can established this elements where as they can will identify serve best. characteristics of market
segmentation:– Possible to measure the product 's situation and responding to a given market
stimulus Through the organisation's promotion and distribution channel could be possible to reach
targeting group of customers. Market intervention in a cost–ВвЂђeffective manner Useful for
deciding on the marketing mix. Different organisation follow different kinds of market segments,
and creates product differentiation strategies, however some different ways of variable we can
segment in our market include the following– demographic,geographic, psychological and
behavioural segmentation.
Geographic segmentation:–It divides the market through topography component national, urban,
regional, rular and climates. Many multinational company prefer to establish their parent company in
the centre of the city. Like, Siraz

Introduction According to Blythe (2010), segmentation, targeting and positioning are fundamental to
the concept of meeting customer need. This essay will outline and analyse these fundamental tools
of marketing in an academic setting, in addition to, assessing how an organisation of my choice
applies them in a working environment. Included in this essay, will be an academic discussion of the
advantages of market segmentation, targeting and positioning drawing upon views of various
scholars. Furthermore, I will provide a profile of my chosen organisation: NestlГ© S.A., as well as
an assessment of their market segmentation, targeting and positioning strategies. The essay will
finish with a summary of the main points and will draw conclusions based on the evidence which
has been presented. An academic discussion of market segmentation, targeting and positioning
Although segmentation, targeting and positioning can be viewed as similar and parallel, it is
important to distinguish these three concepts so to fully understand each of their roles. 'Market
segmentation represents an effort to identify and catergorise groups of customers and countries
according to common characteristics' (Keegan and Green 2016, p.228). For any business, it is
crucial that they segment their market accordingly or they will risk forgoing sales opportunities.
Fahy and Jobber (2015) identify the objective of market segmentation as distinguishing groups of
customers with similar requirements so that

Market segmentation Essay
Market Segmentation This document prepared and presented by
Business Resource Software, Inc.
Market Segmentation
The purpose for segmenting a market is to allow your marketing/sales program to focus on the
subset of prospects that are "most likely" to purchase your offering. If done properly this
will help to insure the highest return for your marketing/sales expenditures. Depending on whether
you are selling your offering to individual consumers or a business, there are definite differences in
what you will consider when defining market segments. Category of Need
The first thing you can establish is a category of need that your offering satisfies. The following
classifications may help.
For businesses:
Strategic –...show more content...
Some "need" categories for segmentation include:
Reduction in expenses
Prospects might be businesses that are downsizing (right sizing), businesses that have products in the
mature stage of their life cycle or individuals with credit rating problems.
Improved cash flow
Prospects might be businesses that have traditionally low profit margins, businesses that have
traditionally high inventory costs or individuals that live in expensive urban areas.
Improved productivity
Prospects might be businesses that have traditionally low profit margins, businesses that have
recently experienced depressed earnings or individuals with large families.
Improved manufacturing quality
Prospects might be businesses with complex, multi–discipline manufacturing processes.
Improved service delivery
Prospects might be service businesses in highly competitive markets, product businesses requiring
considerable post–sale support or individuals in remote or rural areas.
Improved employee working conditions/benefits
Prospects might be businesses where potential employees are in short supply. Improvement in
market share/competitive position
Prospects might be new entrants to a competitive market.

Need for education
Prospects might be businesses or individuals looking for books on business planning, or seminars on
Total Quality Management.
Involvement with social trends

Marketing Mix, Market Segmentation Essay
AMITY UNIVERSITY NOIDA AMITY COLLEGE OF COMMERCE AND FINANCE
NON TEACHING CREDIT COURCE (NTCC)
TOPIC– MARKETING MIX , MARKET SEGMENTATION
SUBMITTED BY–
NAME– MANSI AGARWAL
B.COM HONS
SECTION–A
ENROLLMENT NO.– A3104614002
ABSTRACT
Marketing Segmentation is a strategy of dividing huge market in to small identifiable segments.
Few companies are big enough to be able to supply all needs and demands of a consumer. Its
objective is to design a marketing mix that precisely matches the expectation of customer in the
targeted segments.
Market STP is important as the company realise that they cannot appeal to all the buyers in
market place or at least not to all buyers in the same way. So company have to design different
segments to target and deliver all the demands of all the buyers and for those who is interested and
deliver satisfaction. For big companies buyers are too scattered and too varied in their needs.
MARKET SEGMENTATION helps companies and serve best and profitably.
The Methodology used to explain market segmentation is what I would be taking a company
–AMUL and then research about there marketing mix and market segmentation they target to
establish themselves in the market. I will be highlighting on the variables they look while
segmenting the market.
The reason of selecting this company is

What is International market segmentation? What challenges does it pose to Bentley?
Is the procedure in advertising of partitioning a business into particular subsets (sections) that act in
the same way or have comparative needs. Since every fragment is genuinely homogeneous in their
needs and they are liable to react also to a given showcasing method. That is, they are prone to have
comparable emotions and thoughts regarding a promoting blend contained a given item or
administration, sold at a given cost, conveyed in a certain manner, and advanced in a certain
manner. Markets can be partitioned by number of general principles, for example, by industry or
open versus private segment. Little sections are regularly termed specialty markets or...show more
content...
Yet it is the company's product imaging through separation and situating that makes the
quintessentially British brand interesting today. To numerous, owning a Bentley is not about getting
from A to B but rather about arriving with style imbued with cutting edge innovation and excellent
hand craftsmanship at the apex of British luxury motoring. Based around the idea of Britishness.
Bentley has succeeded in isolating its position in the overall lavishness auto promote through a
business segment drive strategy in light of responsive market division. Market Segmentation The
standard markets of Bentley Motors are the United States, the United Kingdom, and Europe.
The consequence of the search was the distinguishing proof of a flourishing customer section that
rises above the national limits of these countries. Regardless of being situated in countries including
low per capita pay, this fragment of purchasers has the best worldwide utilization development and
speaks to quickly developing purchasing force for extravagance merchandise extending from
ultra–extravagance autos to creator

What is Market Segmentation?
Introduction:
In this assignment I will write many things about segmentation. It will include an explanation of
what segmentation is and how it works in companies. I will also include some examples to help
explain and analyse why segmentation is very important to all businesses including my chosen
company. During this assignment I will also explain the relevance of segmentation to my chosen
company and how they use it as part of an overall marketing strategy.
Description of segmentation:
The purpose of market segmentation is to divide a large market into smaller parts in which the
consumers have similar characteristics and needs for goods and services. Also the consumers could
be segmented into more...show more content...
chain of coffee company's, established in 1971. It is the world's largest coffee chain store, whose
headquarters is located in Seattle, Washington, USA.Starbucks's retail products include a variety of
the top 30 coffee beans in the world, handcrafted espresso coffee and a variety of hot/cold drinks,
delicious pastries, fresh food, and a rich variety of coffee mugs and other merchandise.
People may like have afternoon tea or just take a rest in Starbucks. They would like to seat here
have a cup of coffee and a piece of cake then do their work, also they may come here to chat with
their friends. As much as I know, there always have Wi–Fi in every Starbucks store.
Starbucks uses demographic segmentation (markets by age, gender, income, ethnic background, and
family life cycle) as well as geographic segmentation (markets by region of a country or the world,
market size, market density, or climate) and psychographic segmentation. (Anon., n.d.)
Explain: of the relevance of segmentation to Starbucks Coffee
According to an article on the Houston Chronicle, Starbucks holds around 33% of the market share
for coffee in the U.S. Starbucks has been able to accomplish this by catering to a specific target
market. Stated in the article, Starbucks' main target market is men and women between the ages of
25–40, which accounts for almost half (49%) of its total business. Customers within this range tend
to have high income and professional careers.
As I said

Market Segmentation
To reach different markets or to promote your products to different locations or people one has to use
a method called market segmentation. "Market segmentation describes the division of a market into
homogenous groups which will respond differently to promotions, communications, advertising and
other marketing mix variable" (Cumming). Market segmentation is extremely important for
companies around the world. If a company doesn't research the area in which they are going to
market or they put a product that is either to expensive or to elaborate in an area that can't afford
that then they will fail as a company. In my paper I will discussion why market segmentation is used
in around the world, the types of segmentation, some techniques...show more content...
By the year 2000, women will purchase an estimated 60 percent of all new cars (Mariotti). These
drastic changes have been noticed by companies around the world and the advertising and promoting
departs have geared their add to women, not just men. Income segmentation is dividing a market into
different income groups. This type of market has been common to items such as automobiles, boats,
clothing, cosmetics, financial services, and travel. Income segmentation can be seen in where
specific stores are located, what items are in what magazines, and the price that items are set at
depending on the general income of the area. For example В…Greyhound Lines, with its expensive
nationwide bus network, also targets lower–income consumers. Almost half of its revenues come
form people with annual incomes under $15,000 (Mariotti). Psycho graphic segmentation is
dividing a market into different groups based on social class, lifestyle, or personality characteristics.
People in different segmentations can have very different psychological makeup. Successful markets
based on personalities have been on product such as cosmetics, cigarettes, insurance, and liquor. An
example of psycho graphic segmentation is Honda's campaign for its motor scooter. "Honda appears
to target its Spree, Elite, and Aero motor scooter at hip trendy 22–year–olds" (Cumming). But it is
targeted to everyone trying to be hip and trendy in any age group and any gender.

Market Segmentation: Essay
Market can divide in to 3 such as individuals, families and tourists, individuals mainly businessman
and students and workers .laubeck is residential area so there large number family all so. luebeck old
historic city there are tremendous flow of tourist all so .families make the majority of business at
dinner time . Individuals making up majority business on breakfast lunch time. viyoga is unique
vegetarian theme stands in casual niche market in restaurant industry .There are very limited
competition in the market against Viyoga because of the uniqueness and differentiation of the
product .
Market Segmentation
Market segmentation is process dived market in to different groups of buyers those who has different
needs, characteristic,...show more content...
Healthy diet is more popular in young adult in the urban life attract them give healthy and fresh
food fast and reasonable price. Working professionals they have busy schedule they have fewer
opportunity to cook at home still they like to have healthy lifestyle target them and give healthy food
in very fast and quality manner. And all so target in the group itself people follow specific diet,
belief, physical condition they cannot consume meat .families includes, couples, old people they
worried about high cholesterol, fat, other health issues etc. all so fashionable males and females they
like to keep fit and beautiful eat healthy fresh food .importance of tourism in the city targeting the
tourist with traditional and attractive atmosphere and healthy food and friendly and fast service.
Differentiation and Positioning
Product differentiation and positioning is one of the most useful tool in marketing .once segment the
market company must differentiate their product and services for their competitors. It is a "process
of adding a set of meaningful and valued differences to distinguish the companies offering to
competitors' offering" (Kotler 2010,p.212).It can be physical attribute differentiation ,service
differentiation ,location differentiation ,image differentiation .
Product positioning is the process create a image the company and product the

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