Week 2: Segmentation, Targeting,
Positioning and Brand Building Discussion
Market Segmentation (graded)
What is market segmentation and why is it important? What characteristics do we use to describe segments, and
what criteria do we use to assess the attractiveness of a segment?
Responses
Response
Segmenting
People &
Products
Author
Dr. Sowma
Date/Time
8/27/2012 3:06:58 PM
Class, let’s carry the idea of branding one step further. Clearly, when a celebrity becomes a brand, he or
she has a certain following. How does a celebrity’s particular followers serve as an example of market
segmentation?
What about products? How can we segment them? Let’s use cars for example. What segments exist in
the automobile market?
RE:
Segmenting
Omer Mennan Guler
People &
Products
9/15/2012 1:33:54 PM
Celebrities’ followers are really a good example as a server of market
segmentation. For example, let’s take Justin Bieber. So his followers are
mostly teenage girls who are between ages of 12-16. People who are in their
middle ages absolutely don’t follow Justin Bieber. So in his concert if you
want to advertise your anti-aging pills it is not going to work, no one will give
attention to your product. But if you advertise a new clothing style which is
for boys and girls between ages of 12-18, so you will be reaching the exact
segment you want to reach.
RE:
Segmenting Omer Mennan Guler
9/15/2012 1:39:05 PM
People &
Products
In nowadays, the most trending segment in automobile market is Hybrid cars.
The car producers are trying to create a segment for Hybrid cars. I think the
most successful company doing that is Toyota. They have the biggest percent
of share in Hybrid car market.
RE:
Segmenting
Darryl Abbott
People &
Products
9/12/2012 11:05:46 PM
Celebrity branding has the power to entertain and inspire the
consumer. Its inherent benefits are that it can be leveraged across
multiple channel experiences (and potentially services), cuts through
advertising clutter, creates a brand narrative and allows for channelspecific optimization. Ultimately, celebrity endorsement is always
worth investing in if you have the right person. It's an expensive but
easy option for companies, but it should be treated like a marriage
with added creature comforts that make the partnership invaluable.
http://adage.com/article/cmo-strategy/marketing-celebrityendorsements-push-product/146023/
RE:
Segmenting
Seena Rose
People &
Products
9/11/2012 7:03:55 PM
Modified:9/11/2012 7:18 PM
Celebrity follower's can be segmented by age and gender for example. Justin Bieber
has a huge fan base of girls that are under 18 years of age. He is only 18 years old
himself. My husband, son, and I went to Busch Gardens a few weeks ago. Victoria
Justice was playing a free concert there as part of the summer concert series.
People were standing in line over 5 hours waiting to get in to find a seat in the
theater. Almost all the people in line had young daughters with them. Her followers
are similar to Justin Biebers. They are girls under the age of 18. She has a
Nickelodeon show which is aimed towards the younger audience. Unfortunately, the
concert at Busch Gardens was canceled at the last minute due to a bad thunder
storm that had developed. There were a lot of young girls crying as they were
leaving the park. Parents were sad because, the stood in line for hours for nothing:(
Marital status might come into play as well for celebrity followers. Single people
might be more prone to follow handsome/beautiful, single celebrities. They like the
fantasy of maybe marrying them someday. Once the celebrity or the follower gets
married it kills the dream and may end the following.
In the automobile market personality, income, age, household size, occupation, and
region will all determine the type of automobile the consumer will favor.
RE:
Segmenting
Dr. Sowma
People &
Products
9/12/2012 10:24:37 AM
Now you're on the trolly Seena.
RE:
Segmenting
Freddy De La Cruz
People &
Products
9/11/2012 9:39:15 PM
Well stated guys, it is certain how celebrity's can become a brand
that help promote business and fame. We see how they are used to
make us attracted to any product they sponsor. From clothes, to
shoes, etc. It is just crazy that most of the time, they do not even use
this product that they sponsor unless it is athletes. For example how
some soccer players that are sponsored by nike only use nike cleats,
clothing etc. Of course they are getting paid to do this, then again
they are making those reach a goal use their products because they
believe it will help improve their game like how it may does for an
athlete. Now we do see how they use celebrities, depending on the
market they want to reach. Therefor increasing their market and
profits. Overall, great post classmates and good example Seena!
RE:
Segmenting
Jennifer Morris
People &
Products
9/11/2012 11:20:04 PM
http://www.forbes.com/sites/worldviews/2012/05/18/5-personal-brandinglessons-learned-from-forbes-celebrity-100-women/
This was a GREAT article from Forbes magazine that describes 6 branding
lessons learned from Forbes celebrities.
1. Master your craft.
2. Be known for something
3. Leverage what you have.
4. Transform the personal into business - The Kardashians are a prime
example since they took their reality show and used it to launch their
boutique D-A-S-H which is now found in Miami, SoHo, and Calabasas.
5. If it doesn't match your personal brand, don't do it - Taylor Swift was
offered a movie but she turned it down because she felt it didn't match her
public persona.
6. The use of social networks to keep your business brand personal Celebrities interact with people on social forums which engages them and
keeps them interested in the celebrity and their products.
RE:
Segmenting
Edith Cazares
People &
Products
9/12/2012 12:31:37 AM
Celebrities do then to carry some sort of segmentation with them. For
instance, a couple of months ago I went to see one of my favorite all this
singer in concert, Kelly Clarkson. I noticed that almost everyone in the arena
was mainly women between the age 18 to 30. I was shock to see that not
many men attended the concert. As a matter of fact, all of my friends and
including myself have boyfriends and none of us had our boyfriends with us!
This just shows how some celebrities some how do have a particular group of
followers.
I think that automobiles are segmented by different groups such as gender,
age, household size, income, occupation, and even personality. These are
all segmentation's that exist and are considered in the automobile market. You
are not gonna attract the same kind of customers that you would get for a
Chevrolet Corvette and a Honda Oddssey. Both of these automobiles are
different and attract a different type of consumer.
RE:
Segmenting
Steven Crellin
People &
Products
9/9/2012 12:13:16 PM
I always find it interesting when a celebrity "officially" starts becoming a
branded endorsement of a line or product. Most specifically, when they do it
without being an "official" endorser of the line. What I mean is Paris Hilton.
When she was at the peak of her fame, she became a symbol for what was
"hot" at the moment. I know that more than a few times, I saw her pictures in
my wife's US magazine with little lines pointing to her clothes. They said the
brand and the price so you could find them and look just like her. I know that
a lot of these things are free and they are given to celebrity people like this for
this EXACT thing, free publicity and people who want to look like her. The
other side is when celebrities get paid to be on an ad campaign and are now
"official" spokespersons for that line. Tiger a woods for Nike, Leonardo
DiCaprio for TAG Huer and so forth. Those examples really don't get me that
interested because I know that most of these people make MORE from these
endorsements than the do from the actual thing they do. Tiger Woods is the
best example of this maybe ever. His winnings were less than 3% of his
income at one point. His endorsements were worth billions. THAT is an
expensive brand.
RE:
Segmenting
Roger Dubreuil
People &
Products
9/11/2012 6:47:11 AM
Tiger Woods is a great example. Between Nike, Gillette, and his
own video game line, he was making a lot of money simply by
endorsing these brands. Naturally, people who liked Tiger Woods
would gravitate towards these products, or at least that is the
goal. He has his own line of golf equipment and accessories, and I
know die hard fans would run out to get new models and products
that his line came out with. Having a celebrity back a product or line
of products helps get the word out there that this product is used by
this celebrity, so followers of this celebrity might be enticed to try it
as well, simply based on the liking the celebrity that is behind it.
RE:
Segmenting
Dr. Sowma
People &
Products
9/11/2012 1:16:26 PM
All great points Roger, but who was segmented/targeted and
why?
RE:
Segmenting
Keisha Serna
People &
Products
9/11/2012 3:15:31
PM
I believe that celebrity endorsements are a great way to get
your product or service recognized. More so I think they pick
the celebrity base on the market segmentation. When picking
an endorser companies should think of whom they want to
attract and who is most likely to portray that image. When
Steven and Roger used the example of Tiger Woods, he
matches the type of segment that his brand wants to reach.
Most likely there segment characteristics where male and
female ages 30-65, wealthier income of 50,000+, any race,
suburban regions. These characteristics will help target
college students, club members for golf, fans, and
demographics of the suburban area shopping centers.
In the automobile industry there are great examples of
different segments. The minivan will use advertisements to
attract big family’s and more room, the trucks may advertise
more power and work load the car can handle appealing to
men who work, sports cars advertisements so luxury and
speed appealing to a younger generation that are wealthy.
These are just a few ideas but I feel each type of car wants to
appeal to their own type of consumer. When advertising for
these vehicles marketers need to show emotion and why
they appeal to whom they do. I like when some car
company’s go out of the box and try to pull a new segment
into their mix by advertising differently. What comes to mind
when thinking of this the Hamsters driving the KIA SOULS? To
me those cars would looks like an older person’s car or a
computer geek, but there advertisements make them appeal
to a younger generation by using the Hamster, playing the
techno music and adding the break dancing.
RE:
Segmenting
Dr. Sowma
People &
Products
9/12/2012
10:42:52 AM
Great answer Keisha, although there are
probably a few more segments.
RE:
Segmenting
Roger Dubreuil
People &
Products
9/14/2012 8:01:05
AM
I agree Keisha. Market segments for Tiger
Woods products could also include retirees,
as most of the retired people I know, like
my in-laws, love to golf. Golf isn't a cheap
sport so I agree that a segment would also
be the middle and upper class, As far as
cars go, hybrids are a newer line of
automobiles that are made for a very
specific segment of consumers. Usually
environmentally conscious people are
viewed to be hybrid drivers, but not
always. I see more and more younger
people and older people, both sides of the
spectrum, driving hybrid vehicles. Now
that the cost of hybrids is somewhat
reasonable, I think the market is expanding
more. I completely agree with that
hamster/Kia commercial, they try to make
their "geeky" product look more trendy and
"cool."
RE:
Segmenting
Andrew March
People &
Products
9/10/2012 11:31:03 AM
Modified:9/10/2012 11:43 AM
I think it really does make sense for a name brand to attach
themselves to a celebrity, athlete etc.. because by the celebrity
wearing the name brand of clothing etc. that will put into the mind of
consumers that if the celebrity is part of this brand, than the product
must be really that efficient. Nike has done a tremendous job of
doing this by linking up with athletes such as Lebron James, Michael
Jordan and so on. Cell phone companies like to do the same thing as
well by attaching celebrities to their cell phone company, having the
celebrity explaining why they chose Verizon for instance. I feel and
think that if the celebrity attached to the brand excels really well in
their sport it will make the name brand that much better.
RE:
Segmenting
Edward Purvis
People &
Products
9/11/2012 5:37:43 PM
I remember when Tom Bosley, he played the father on Happy Days,
became the brand identity of SMH. It is a company where you
can become a member and purchase a variety of products as
wholesale cost so you can sell them at retail prices to make a
profit. I think his followers had to consist of people like me who
grew up watching him on the show. he was always presented as a
good father and husband and had great morals. So when people see
him on TV promoting this business I'm sure everyone thought it had
to be legit because of his former character he played on TV years
ago.
RE:
Segmenting Kelly O`Connor
People &
9/10/2012 7:38:07 AM
Products
I haven't yet done the readings so I am hoping that I am correct in my
assumptions....If not I will learn from it =)
As far as product segmentation in the automobile market, there is many.
There are compact cars, energy efficient hybrid cars, sports cars, minivans, muscle
cars, luxury cars, crossovers and almost cross overs (Kia Soul), SUV's, Light Duty
Trucks, Heavy Duty trucks, specialty trucks such as boom trucks, emergency vehicles
and box trucks, Econoline vans, conversion vans, etc.
Now each of these types of vehicles all fall into different classes such as low cost,
luxury, high cost, gas guzzlers, touring editions, work/professional vehicles and what
not. There is pretty much something out there for everyone. As far as compact, Ford
built a campaign around the Ford Fiesta. For a crossover, they is a Mercury
Moreno. As far as SUV's there are Tahoe’s and Yukon’s. With trucks there are Light
Duty Silverados and F150’s, with Heavy Duty Trucks there is the Dodge Rams and
F250-350 versions. As far as booms there is the GMC Rockford style body’s with
Altech booms.
Each person will have a different reason for purchasing a vehicle and in today’s
market place, and there really is no shortage of choices. All of the automobile
companies are in competition with each other and they are all trying to make a name
in each market segment.
RE:
Segmenting
Edward Purvis
People &
Products
9/11/2012 5:45:42 PM
In the automobile industry, cars are segmented based on the lifestyles
of consumers. A lot of consumers are more concerned with fuel
efficient cars due to the high price of gasoline. In the automobile
industry cars are segmented by letters, such as the A segment which
consist of "the smallest models on the market, The A-Segment cars
are city cars or called kei cars in places like Japan. The only model in
this category sold in the United States is the Smart ForTwo. If you
have a picture in your mind what the Smart car looks like, then you
understand the segment. The article below talks about the other
segments in the auto industry.
http://www.autotrends.org/2010/05/30/vehicle-segmentation-whatdoes-it-mean/
RE:
Segmenting
Valerie Chambers
People &
Products
9/13/2012 9:04:10 PM
I don't know much about cars just
when to fill the tank as well as
when the check engine light comes on
it needs to be fixed.
As for the lettering or initials SUV
stands for Sport Utility Vehicle and
that's it too.
I know how to fill
up the take, check the fluids, tire
pressure, and how to make sure I
don't hit anybody, I am a firm
believer that people who drive
shouldn't use a cell phone in any
way shape or form.
RE:
Segmenting
Dr. Sowma
People &
Products
9/14/2012 10:38:52
AM
What about segmentation?
RE:
Segmenting
Valerie Chambers
People &
Products
9/16/2012
10:09:15 PM
The people who usually
buy the SUV are those
with children or more
than the that with which
the cargo itself wouldn't
fit into the trunks of
most cars. So I would be
one of those people
considering I would need
to take several trips
back and forth to a new
home and the old home if
I was to ever move,
unless I borrowed a
trailer or a moving
truck. Which I actually
don't think that I would
ever do. There is also
the different groups of
people who just plain
want to get a SUV.
RE:
Segmenting
Freddy De La Cruz
People &
Products
9/12/2012 1:03:29 PM
Kelly this is a great example in which the segmenting is well
explained showing all of the different aspects oh how things are
segmented. The car industry is one that really shows all of
the different segmentations that allows them to
find different customers depending on their demographics. Another
industry where we can see this is the clothing industry in where they
offer a different form of segmentation. Like the quality of clothes
that will show which the different market they will reach as well as if
it will be for men, women, or children clothing line. No I wonder if
there are any business that do not have any segmenting in products or
people. I believe every business has to go through this aspect in order
to continue and be successful. Overall, great post Kelly
RE:
Segmenting
Kelly O`Connor
People &
Products
9/13/2012 6:21:00 AM
Your example of the clothing industry is an awesome one. There
are so many different types of people in this world and all have
different tastes and styles. For example, there is people
deemed...big and tall, or overweight/husky, petite, thin, "regular"
(whatever that is...), older, younger, baby, toddler, junior, teen,
miss, work clothes, sports apparel. There are stores for just
lingerie, stores for just shoes, accessories, etc. For formalwear
there are specialty dress and tuxedo shops.
The clothing industry is vast with segmentation. Lane Bryant and
Big & Tall male can help both the “bigger” female and the male
respectively. There is 579 and Forever 21 for the petite and small
framed. Further, there is Modell’s, Sports Authority, Dicks, etc.
for sports apparel. There are stores tailored for just the child,
Justice and Carters Kids. There are sections of department stores
that usually have something for (almost) everyone such as Kohl’s,
Macy’s, JC Penney’s and the like. These stores are called
department stores for a reason: the stores are all sectioned out in
departments that will hopefully make it easier for a person to
decide where they "belong".
Other businesses can benefit from clothing stores. Ever hear of a
dry cleaner service or appliances and accessories such as a
washing machine and dryer and detergent?! Lol. Some of the
fabrics that are purchased by consumers in any and all categories
may be more fragile and have further care instructions which may
force the purchaser to go to the dry cleaners to not ruin their
find. Or it may force the consumer to have to buy a different
brand of detergent (Wool lite, Tide, Wisk, etc.) to take care of their
clothes. But in order to wash their own clothes (unless they live in
a complex that offers washer and dryer services) they will need the
washer and dryer.
Now both the washer and dryer and detergents can be further
segmented (depending on the product we are talking about) by
prices, name reputation, consumer habit and use, consumer
reports, past performances of LKQ products, maintenance, Energy
Savings, etc.
I could go on and on about the different bands of washer and
dryers and detergent…but I won’t! I will be on the post forever
then! You had an awesome post too Freddy! Thanks for getting
my greay matter going =)
RE:
Segmenting
Dr. Sowma
People &
Products
9/13/2012 10:57:30
AM
Kelly and Freddy, great conversation!
RE:
Segmenting
Freddy De La Cruz
People &
Products
9/16/2012 6:07:13
PM
Therefor, it is for the best of a business to have
either segmented or a segmented target in orde to
attract a larger range of customers. I believe it is a
great option for a business to do so because not
everyone is likes the same thing. We all
have different tastes but we may also need other
options to adjust our needs. Imagine if our clothes
were all made of just cotton, we would have pants
only made of cotton which not many of us would
like. That is why I believe to those that want to start
a business, it is best to have a segmented market or
product.
RE:
Segmenting
Daniel Kuhfal
People &
Products
9/10/2012 11:24:08 AM
Well according to quick MBA a market segmentation is
http://www.quickmba.com/marketing/market-segmentation/
The division of a market into different homogeneous groups of
consumers is known as market segmentation.
Rather than offer the same marketing mix to vastly different
customers, market segmentation makes it possible for firms to tailor
the marketing mix for specific target markets, thus better satisfying
customer needs. Not all elements of the marketing mix are necessarily
changed from one segment to the next. For example, in some cases
only the promotional campaigns would differ.
A market segment should be:





measurable
accessible by communication and distribution channels
different in its response to a marketing mix
durable (not changing too quickly)
substantial enough to be profitable
A market can be segmented by various bases, and industrial markets
are segmented somewhat differently from consumer markets, as
described below.
Consumer Market Segmentation
A basis for segmentation is a factor that varies among groups within a
market, but that is consistent within groups. One can identify four
primary bases on which to segment a consumer market:




Geographic segmentation is based on regional variables such
as region, climate, population density, and population growth
rate.
Demographic segmentation is based on variables such as
age, gender, ethnicity, education, occupation, income, and
family status.
Psychographic segmentation is based on variables such as
values, attitudes, and lifestyle.
Behavioral segmentation is based on variables such as usage
rate and patterns, price sensitivity, brand loyalty, and benefits
sought.
The optimal bases on which to segment the market depend on the
particular situation and are determined by marketing research, market
trends, and managerial judgment.
Business Market Segmentation
While many of the consumer market segmentation bases can be
applied to businesses and organizations, the different nature of
business markets often leads to segmentation on the following bases:



Geographic segmentation - based on regional variables such
as customer concentration, regional industrial growth rate, and
international macroeconomic factors.
Customer type - based on factors such as the size of the
organization, its industry, position in the value chain, etc.
Buyer behavior - based on factors such as loyalty to suppliers,
usage patterns, and order size.
Profiling the Segments
The identified market segments are summarized by profiles, often
given a descriptive name. From these profiles, the attractiveness of
each segment can be evaluated and a target market segment
selected.
what all that says to me is how the market is broken up so you can get a more
exact picture of who buys what, that way your company can specialize and
concern a part of the market. As to your car questions the auto industry could
be segmented into the, luxuries, fuel efficient, green friendly, high speed,
safety, and etc. Basically its the cutting up of the auto industry so the
company can make a car for each type of customer.
RE:
Segmenting
Anne Zimmerman
People &
Products
9/10/2012 2:13:07 PM
This is a very nice description "in a nutshell" Daniel! Thanks for
sharing!
Living in the colder region of the country, I would point out that
climate is a segmentation for the automobile market. For example, I
would bet that convertibles and little two-seater sports cars sell more
in the warmer half of the US than the cold half. When I was a kid in
Upstate New York, my dad had a convertible and it was cold sitting
in the backseat in the wintertime but a blast in the summer! Same
with his Mazda RX7 - it was great in the summer but was put away
all winter.
Another segmentation that is important to automobile makers is
women. Just 20 years ago, I went to a Chevy dealer to purchase a
pick up truck that my husband saw on the lot. Since purchasing a
vehicle is his least favorite thing to do, I said I'd go buy it. I went to
the dealership, test drove the 4-door crew cab beast, and said I'd like
to buy it. The salesman said I should go home and talk to my
husband about it. Today, that would never fly. It didn't go over well
with me back then! Women have just as much purchasing power as
men and the car industry has recognized that. Today, cars are
marketed directly to women. In fact, I'm sure that they have
segmented the segment of women!! Young women vs. older, high
income vs. lower income. Mom's (mini-vans) vs. business women
(BMW). We've come a long way, baby! (stealing that from the
tobacco industry)
RE:
Segmenting
Dr. Sowma
People &
Products
9/10/2012 5:32:53 PM
Modified:9/10/2012 5:34 PM
It is a good bit of information but Class, we usually want to post 80%
of our own thoughts for every 20% of cited text. A quick read of the
class announcement on thread grading is a big help.
RE:
Segmenting
Steven Crellin
People &
Products
9/10/2012 11:33:48 AM
Using cars as an example is great because I think there are clear segments in
the automobile market.
In my opinion, ther car segments are as follows;
Luxury
Sports Cars
Affordable
Trucks
Family
These could be way off, but if you are looking for a car, you are more than
likely clearly in one of these segments. If you want a BMW, you know you
are in the luxury group. If you are looking for a truck, you are not going to
look at many other places because they have a unique appeal. If you have a
tight budget and you know you can only afford $20K for a car, you are going
to look into affordable cars. The descriptions go on.
These segments are very easy to identify because each one is different in
every part that makes them unique.
RE:
Segmenting
Gerald Charles
People &
Products
9/10/2012 6:42:32 PM
Steven, I agree with especially since we are targetting cars. I think
the number one segment that consumers are looking for and I think
it's in affortable and milleage. Due to gas prices, most consumers are
more concerned with gas millage for their new car. I myself have a
Ford expedition but ever since gas went up, I purchased a Kia
because of the gas milleage per gallon.
RE:
Segmenting
Victoria Minos
People &
Products
9/11/2012 12:37:43
PM
Steve, I also agree with you that every car make
draws different segment markets. Everyone has their own
unique style and different income levels. I personally own a
mini-van "soccer mom" only because I find these vehicles to
be most convenient when it comes to hauling four kids along
with sports gear and groceries not to mention friends
needing rides as well. I know they are not the most
attractive or "cool" vehicles to drive around but when it
comes to convenience and for my particular lifestyle it is
definitely a go for my family and I.
RE:
Segmenting
Dr. Sowma
People &
Products
9/11/2012 1:18:26
PM
Modified:9/11/2012 1:18 PM
Usually by now, someone actually brings up exactly
how it's done in the real marketing world for the
auto market (i.e. A, B, C, etc...), any takers?
RE:
Segmenting
Steven Crellin
People &
Products
9/11/2012 1:39:51
PM
So I have just searched for far to long to
find the "real" answer you are asking for. I
found noting with "A, B, C" answers, just
the definitions of Market Segmentation. So
I dont have any idea what you are looking
for here.
I did find this;
"The are many ways that a segment can be
considered. For example, the auto market
could be segmented by: driver age, engine
size, model type, cost, and so on. However
the more general bases include:




by geography - such as where in the
world was the product bought.
by psychographics - such as
lifestyle or beliefs.
by socio-cultural factors - such as
class.
by demography - such as age, sex,
and so on.
A company will evaluate each segment
based upon potential business success.
Opportunities will depend upon factors
such as: the potential growth of the
segment the state of competitive rivalry
within the segment how much profit the
segment will deliver how big the segment
is how the segment fits with the current
direction of the company and its vision."
Based on your reply and the level of
difficulty I am finding in getting anything
done in this class, I assume this is not only
incorrect, but it is not what you were
looking for at all. It was a shot though.
-http://www.marketingteacher.com/lessonstore/lesson-segmentation.html#
RE:
Segmenting
Dr. Sowma
People &
Products
9/12/2012
10:53:40 AM
Steven, almost half my 2 classes got A's last term, so please
try to not be so defeatist, you gave it a good try.
Class, for those that were curious, this is a common
segmentation model.
A Segment - These are the smallest car models (city cars)
Think Smart Car
B Segment - Small car models: Nissan Versa, Honda Fit,
Mini Cooper, Ford Fiesta
C Segment - Compact models: Dodge Caliber, Chevy Cruze,
Ford Focus, Toyota Corolla, Honda Civic, VW Rabbit
D Segment - Mid-size models (best sellers): Ford Fusion,
Toyota Camry, Honda Accord, Hyundai Sonata, Nissan
Maxima, also includes some crossover models
E & F Segments - Full size cars: E segment would have
BMW series r while the F segment would have the BMW 7
series, just a larger luxury car
S Segment - Sports cars
M Segment - Mini Vans
J Segment - Large SUVs
Pickup trucks have no segment letter attached
Electric cars and hybrids can belong to more than one
segment.
Most of us have been in more than one segment and many
will be a part of several in their lifetime.
Keegan, M. (2010, May 30). Vehicle
segmentation…what does it mean. Retrieved
September 12, 2012, from Autotrends Web
site: http://www.autotrends.org/2010/05/30/vehiclesegmentation-what-does-it-mean/
RE:
Segmenting
Kelly O`Connor
People &
Products
9/13/2012
8:04:53 AM
Hey Dr. Sowma,
Thank you for your breakdown and the attached
link.
I find it interesting that Pickup trucks have no
segment letter attached but seem to be classified
in the Light Duty Category which includes
Midsize/Small/Large SUV’s, luxury SUV’s and
minivans. I have been searching the text and the
internet for further information and may be
completely missing information on this. I did
however find an awesome website that shows an
overview of vehicles manufacturers, vehicle
classes and increase or decrease in
sales. Retrieved on September 13, 2012 from The
Wall Street Journal, Auto Sales, September 4,
2012
http://online.wsj.com/mdc/public/page/2_3022autosales.html
I live in a very rural area, where I am not kidding
you, 3 out of every 5 cars is a Pickup truck ranging
from light duty to heavy duty. The winter gets
bad where I am so many people are in need for 4
wheel drives. Once I moved up to where I am, I
bought a Chevy S10 4x4 pickup. When I got
married we bought a Chevy Silverado 1500 Pickup
and recently, within the last 2 ½ years, I have
purchased a Ford F150 4x4 pick up (it is my
baby!!!)
Light Duty trucks including the Pickup do make
up a large part of increased sales in many of the
main automobile manufacturers, i.e. Ford,
General Motors, Toyota, etc. and have been
further increasing their numbers in 2012.
So, my main question is: Why is there not specific
category for Pickup trucks? Why is it
subcategorized in Light Duty Trucks (with the all
of the SUV’s including luxury SUV)? This is the
information that I cannot find!
My pick up is not a SPORTS UTILITY
VEHCILE. It is a TRUCK. I actually tow things,
haul things, and have dents that I am proud of
from some redneck, blue collar work. At no time
is this used for “sport”. It is far different than a
Land Rover, a Jeep Liberty/Grand Cherokee,
Tahoe and a Dodge Caravan minivan; and I
cannot understand how and why this could be
classified this way.
Sorry for ranting but it irks me when I cannot find
a clear concise answer and a stupid question is
one not asked right?! =)
(Side note: Before all of the pickups, I had a 1986
Delta 88 Brougham Edition car---which was more
like a boat. This vehicle would have encompasses
the E & F Segment category of Full size cars. I
then had a Plymouth Neon that would have been
in the C Segment category of Compact models. So
far I am up to 3 categories in my life.)
RE:
Segmenting
Dr. Sowma
People &
Products
9/13/2012
11:02:52 AM
Kelly, many
times those
sometimes
mismatched
classifications,
such a an SUV
instead of a truck,
usually comes
down to other
factors such as
gas mileage,
taxes vs. luxury
taxes, meeting or
avoiding certain
safety
requirements,
manufacturer
obligations and
so on. So, if you
see a big titlebased mismatch,
it's you first clue
that other, many
times nonmarketing
factors, may be in
play.
RE:
Segmenting
Andrew March
People &
Products
9/11/2012 11:31:11 AM
Yes I have to agree that a lot of things are broken down into
segments especially automobiles, but not only are automobiles
broken into segments but so would things at shopping malls etc.. I
feel and think that different neighborhoods are broken up into
different market segments, for instance if an individual goes into a
low income area there will usually be fast food chains, dollar stores
etc. because the area perceives the kind of things that individuals will
be able to afford and not afford. In high class or wealthy areas
pricing of goods and services are usually escalated because of the
type of clientele that is living in the surrounding area.
RE:
Segmenting
Robin Heffernan
People &
Products
9/10/2012 10:07:37 PM
Steven, I agree with you on the segmentations you came up with on
automobiles. I would also add to the list going green with Hybrids
and rechargeables.
There are several benefits of Hybrids- Economically and
Environmentally.
Benefist of Hybrids on the overall econonomy saving fuel nationally
and also on the personal level on the amount one would purchase on
gas. I did a group assignment in a past class where I found it
interesting that on some Hybrids you do save money over time on the
gas/price of car and some you actually don't.
RE:
Segmenting
Edward Purvis
People &
Products
9/11/2012 5:48:16 PM
I also think there is the concern for fuel efficient cars as well. With
the increase in price for gas, more consumers are looking for vehicles
that give them more miles for their money.
RE:
Segmenting Justin DeMoulin
People &
9/10/2012 1:56:52 PM
Products
One example that comes to mind for both segmentation and celebrity
following is Mike Rowe's position as a national spokesman for Ford
trucks. Mike Rowe is the person we came to know from his job as host of
"Dirty Jobs" on The Discovery Channel. Mike Rowe attracts a specific
market with his already known characterization as a the working man or the
tradesman. This helps him to attract customer's to Ford trucks because he is
someone who breaks down and analyzes the details of a job, which he brings
to Ford by breaking down and analyzing the care and craftsmanship of Ford
trucks in Ford commercials. This helps him to attract the 'working man' or
'tradesman' market segment to the Ford company.
http://dsc.discovery.com/fansites/dirtyjobs/bio/bio.html
RE:
Segmenting
Dr. Sowma
People &
Products
9/11/2012 1:21:20 PM
Justin, good example and follow through with it.
RE:
Segmenting
Renee Anderson
People &
Products
9/10/2012 9:32:22 PM
Normally, market segments are classified in certain groups by the
characteristics. These characteristics can range from demographics,
psychographics, geographic area, behavorial activities a more. So when
talking about celebrities, each celebrity has a different fan group or followers
that they target. That is when the products start flowing in from different
companies wanting the celebrity to wear their products. The celebrities are
able to market their products either by wearing their products or by being in
their ads. Personally, using a celebrity can be risky if you were to use them to
market your products. Their actions can dictate your products. Like if they
were to do something bad, their followers may use that against your company
and not buy the product. Examples for market segmentation is that of Ellen
D. for Covergirl or Justin Beiber and all of his products that are geared
towards little girls.
RE:
Segmenting
Edward Purvis
People &
Products
9/13/2012 6:23:17 PM
I also think it is risky using celebrities to market a product. Here are some advantages in
using a celebrity to endorse products:





A celebrity can enhance brand equity (Till, 1998)
Consumers’ attitude toward a brand can be changed or affected by celebrity
(Till, 1998).
Celebrity can contribute, freshen and add a new dimension for a brand (Till,
1998).
Culture road block can be manipulated by using celebrity with worldwide
reputation (Kaikati, 1987).
Celebrity is able to build brand credibility in a short period of time (Abbot et
al., 2001). Furthermore, Mullikin and Petty (2006) state that “appearing of
celebrity in advertising can built some independent credibility to the
advertisement”.
Here are some disadvantages




Consumers’ skepticism; consumers might not believe that the endorsers really
consume the product that they endorse (Hsu and McDonald, 2002).
Consumers give less credibility to celebrities who endorse many products (Tripp et
al., 1994).
On the one hand, single endorser for one product might be seen as boredom. On the
other hand, consumers might get confused by using multiple celebrity endorsement
(Hsu and McDonal, 2002).
Louie and Obermiller (2002) state that “celebrities who are blamed for negative
events (e.g. accidents) can have detrimental effects on the products they endorse”.
http://issuesinimc.wikispaces.com/Advantages+and+Disadvantages+from+using+celebrity
+endorsement
RE:
Segmenting
Dr. Sowma
People &
Products
9/14/2012 10:42:38
AM
Modified:9/14/2012 10:44 AM
Edward and Class, as has been noted a few times now, soley
cutting and pasting text without any content of one's own is
considered to be a low quality post. Moreover, you must cite
every reference you use.
While I of course like the content and have in fact read these
works and suggest everyone look at them, I hope to see us
all follow the rules on posting.
RE:
Segmenting
Seena Rose
People &
Products
9/13/2012 7:18:16 PM
Modified:9/13/2012 7:27 PM
Edward,
All the well known diet plans advertised on television have
celebrities who are hired to promote them for a year or more at a
time. Jessica Simpson was just endorsed for Weight Watchers
and before her it was Jennifer Hudson. Nutrisystem's
spokesperson is Marie Osmond and Janet Jackson. Jenny Craig's
is Mariah Carey. I think the diet plans have been successful using
celebrities as role models. The celebrities are losing weight and
these businesses keep endorsing new celebrities every year. If it
wasn't working I think they would try a different marketing
approach. I do think the businesses are segmenting towards
female viewers considering the majority of spokespeople for the
plans are female themselves.
RE:
Segmenting
Jennifer Kachikian
People &
Products
9/13/2012 11:55:42
PM
Modified:9/14/2012 12:04 AM
Seena, I totally agree with you, when you state "diet
plans have been successful using celebrities as role
models". Then I think to myself, "These celebs have
tons of money; would they 1. get surgery to look
thinner OR 2. follow through and go with their
Jenny Craig diet plan... or Nutrisystem?" It would
totally be known as 'false advertisement', if these
celebs did the surgery-route. That's the fear of
purchasing a product, "Just because they are a
celeb, will this really work??"
RE:
Segmenting
Herbert Martin
People &
Products
9/10/2012 9:58:09 PM
Modified:9/10/2012 9:59 PM
According to our text,"Market segmentation is “dividing up a
market into distinct groups that (1) have common needs and
(2) will respond similarly to a marketing action.(Belch)Belch,
George and Belch, Michael.
When a celebrity becomes a brand, he or she has a certain
following. How does a celebrity’s particular followers serve as
an example of market segmentation?
Due too their likes and dislikes of what the celebrity is
promoting. People are attracted to certain celebrities based on
their following by their peer groups so they are able to fit in.
For example, I am an avid Bass fisherman. Kevin Vandamme
is one of the celebrity fisherman that I follow regarding the
types of baits and lures he uses. Marketing action, are the
commercials and television shows displaying the products he
uses and tutorials given on how too attract and catch fish. The
group of fisherman consists of people from young children
too sixty-five and older.
RE:
Segmenting
Jennifer Morris
People &
Products
9/11/2012 2:27:22 AM
Segments that exist in the automobile market are:





Small cars - For example, the Ford Focus that is targeted towards young people
Family cars - Such as vans, SUVs, etc that can accomodate families
Off Road cars - Jeep
Luxury cars - Jaguar, BMW, Mercedes, etc
Expensive Sports cars - Ferrari, Porsche
When a celebrity develops a brand it becomes a 'signature' item. I worked in at a cosmetic
retailer in an upscale mall and we carried a variety of items from wet 'n' wild (cheap)
cosmetics to 'signature' makeup like Mac. We also featured makeup branded by Jessica
Simpson and perfumes from celebrities like Jennifer Lopez, Paris Hilton, and Brittany
Spears.
Products that have celebrity branding get special attention because they already have a
following. Jennifer Lopez is known for her singing abilities and acting talents. She took that
and built an empire in clothing, accessories, perfumes, etc.
RE:
Segmenting
Sean Peotter
People &
Products
9/11/2012 5:09:11 AM
Fans of celebrities are usually segmented by Demographics, with age and sex being the most
common factors for this. Sometimes a celebrity's fans are segmented by Geography
also/instead, the most common being by country.
The automotive market has several segments:
1. Geographic - convertibles in sunny areas, 4x4 in hilly/mountainous areas, etc.
2. Demographic - economical cars for 20ish, family cars for 30ish, sporty cars for 40ish (midlife crisis), etc.
3. Psychographic - 4x4s for adventurous people, mini vans and station wagons for family
oriented people., etc.
Segmentation,
Targeting,
Positioning and Victoria Minos
Brand Building
9/10/2012 2:00:58 PM
Market Segmentation is important because without it the business will not find the correct
target audience. While there may be theoretically 'ideal' market segments, in reality every
organization engaged in a market will develop different ways of imagining market
segments, and create product diversity strategies to exploit these segments. The market
segmentation and corresponding product differentiation strategy can give a firm a
temporary commercial advantage.
The primary purpose of assessing the overall attractiveness is to gauge whether or not a
generic market potential exists for any prospective entrant to the market. The company
first needs to assess whether a segment has characteristics that makes it
attractive. Managers typically use a combination of the following criteria to evaluate
overall attractiveness of a segment. These criteria are:
1. Size/sales Potential: sales (unit and dollar)
2. Growth Potential: sales (unit and dollar), number of customers, potential of
increasing depth of relationships
3. Profitability: revenue and cost
4. Needs: primary demand, magnitude of unsatisfied needs
5. Competition: strengths and weaknesses of competitors in the segment
http://www.google.com/url?sa=t&rct=j&q=what%20criteria%20do%20we%20use%20to%
20assess%20the%20attractiveness%20of%20a%20segment%3F&source=web&cd=2&cad
=rja&ved=0CCUQFjAB&url=http%3A%2F%2Fro.uow.edu.au%2Fcgi%2Fviewcontent.cg
i%3Farticle%3D1557%26context%3Dcommpapers&ei=gEZOULTAerx0gHMzoDwCg&usg=AFQjCNGtUSimSP9Z0Gngo1DB1F_k2-4L4g
Target
Practice
Dr. Sowma
9/11/2012 1:44:50 PM
I want to add some extra thoughts. While many of you did a great job with targeting your markets for
your assignment with some using incredible levels of detail, just as many stated the "everyone is a
consumer", or all men or all women or all young people, etc... Is that really true??? I'm not pointing
anyone in particular out, but want to stress that in real life that many of us would likely get fired if we
said something like that in a meeting, boardroom, or interview. The reality is that we can always find
ways to segment and target markets even for the most ubiquitous/common products.
So, to help you all with your projects, let’s really think about this. Even if you can justify everyone or
most everyone as an end consumer, there are always more detailed factors that govern consumer
behavior and thus allows us to always precisely segment and then specifically target individual
group(s). Think about it; who buy's, who doesn't buy, when do we buy, who has the most
input/influence, are there groups that we can rule out, who can afford it or is willing to pay for it, who
can we reach via what media most efficiently, who uses it the most or makes the greatest purchases
from our market, and so on? Let's use some real examples and see if we can jog and add to your
thoughts for your own course project work;
Class, what about flat screen TV's or satellite/cable, what about 2-liters of pop, what about clothing, or
what about your own examples? How might we transition from superficially saying "everyone" to
identifying specific target markets?
In short, pick an "everyone" product, select your specific target markets, and tell us why?
RE:
Target
Sean Peotter
Practice
9/13/2012 3:27:28 AM
I've chosen the 2-liter of soda.
Segments:
1. Families - I chose this segment because a 2-liter is something that is designed to be shared.
It is too big for one person, but once it is open it's shelf life drops quickly. So we see that it is
meant to be used shortly after being opened, the most likely candidate for a group to share a
product like this is a family.
2. Small Event Coordinators - By small event coordinators I am referring to people who plan
things like church picnics, parties for the winning little league team, etc. I chose this segment
because of the implied nature of sharing, as discussed in the family segment.
RE:
Target Dr. Sowma
Practice
9/13/2012 11:04:57 AM
Sean or Class, is this it? Any other segments?
RE:
Target Edward Purvis
Practice
9/13/2012 6:38:06 PM
Flat Screen TVs.
Segments
Gamers. A lot of the youth play video games as a hobby or
sports. Flat screen TVs are the way to go with gamers
because they are light and they can be in size range of 19'' to
80'' TVs to view more graphics and have good quality
viewing while playing games.
Hospitality Industry. This industry now has nothing but flat
screen TVs in all places of lodging, and hotels. When
customers want to stay at hotels they want to watch shows,
or play movies on the latest flat screen TVs.
Men ages 34-50. When we men get to a certain age we want
to have things that people can talk about such as cars,
houses, and the latest electronic gadets and flat screen TVs
are at the top of the list especially the larger size TVs.
RE:
Target Kelly O`Connor
Practice
9/14/2012 6:20:31
AM
Hey Edward, great post!
I just wanted to add that some other segments could be:
families and (younger) married couples or those living
together and those that love watching professional sports
on TV.
For some that are newly married and/or living together,
they need to buy new appliances and entertainment
systems for their residences. Usually at this point, there
is not always a baby to take care of or an overabundance
of bills so there may be more disposable income.
I also mention families because there are many people
with children and some parents stay home during the
day and the TV is the main form of entertainment. Also,
now with many flat screens, there are Wi-Fi capabilities
and internet connections so one can download a movie
and project it right on the screen. This can also be used
as an education tool for children by uploading learning
programs from the internet also. Because of this,
parents may be more apt to buy it.
Also, a flat screen can actually take up less space and as
long as it is installed properly on a wall mount, can prove
to be safer than a big ol' boxy TV that weights 20lbs. A
child could try to pull, tug or climb on the TV or grab the
wirings and hurt themselves. Further, the parents will
be most likely utilizing this TV too, maybe not when the
kids are around so it is a form of entertainment for them
too. They can order a movie from Net Flix and without
leaving their home, settle down to watch the latest flick.
As far as the sports fan, this could be a major target
market. For example, I am a woman, age 32,
“professional” who loves her 50” Flat Screen Panasonic
Plasma. It is one of my favorite things in the world…next
to my truck. And let me tell you, there are many women
out there like me. I love it because I love sports. I watch
the NHL (Oct-June), MLB (April –October), NFL
(August- February), NASCAR (FebruaryNovember). Pretty much, I have something on all year
and I love having a big TV to watch it all on with
awesome high definition, audio and graphics.
Again, not trying to take away from your post, just
accentuating ;)
RE:
Target Darryl Abbott
Practice
9/14/2012 6:49:36 PM
Market segmentation is the process of dividing a total
market into market groups consisting of people who
have relatively similar product needs which can be a
cluster of needs.
I think celebrities definitely help expand marketing
segmentations for instance, Beyonce and her Loreal
endorsement, when you see her on the box of Loreal,
you already think beauty and quality, because of her
own personal reputation , therefore making the
consumer want to idolize her and then purchase the
product. Another example would be Michael Jordan
and his brand of sneakers and active wear, when you
think Michael Jordan, you think active, sports, running.
And of course he has maintained a good reputation.
RE:
Target Sean Peotter
Practice
9/15/2012 11:34:05 PM
Other possible segments for the 2-liter of soda:
3. Delivery based restaurants - Places like Domino's pizza, Pizza Hut,
etc. Since people often order from these places in groups it makes sense
to offer 2-liters as drink options.
4. Hardcore gamers - Gamers tend to drink a lot of caffeine while
playing video games, and hardcore gamers play for long periods. With 2liters they don't have to get up as often to get a drink.
RE:
Target
Kelly O`Connor
Practice
9/13/2012 8:37:05 AM
Modified:9/13/2012 8:39 AM
This may be a ridiculous answer but an EVERYONE product could be Ice
cream. Doesn't (almost) everybody love ice cream? This product can target children,
teens, adults and seniors. It is a non-discriminating food that is eaten by people of
all ages, races, ethnicities, religious beliefs and so forth. However there is a lot of
segmentation that can go on here.
Let’s run through some of the markets and products that could be segmented:
The child/teen market: Products available: Popsicle, ice cream bars, ice
cream cookie sandwiches, ice cream cakes and specialty cakes ordered with their
favorite character. TV advertisements during the day, coupon promotions could be
offered for discount on price, advertise in movies (product placesment)
Advertisments (and opening brick and mortar buildings in locations with heavy
child/teen traffic such as a mall or marketplace.
The adult Market: Products available: low cal, low sugar, non-fat ice creams,
Pints/Quarts and Gallons of ice cream. Also included are any other products in the
children/teen category. The adult that purchases ice cream may remember it fondly
from their childhood and still enjoy it as a treat.
Or at the other end, the adult is now a parent and taking their children to buy ice
cream. They are the ones with the money and will be making the purchasing
decisions.
The Seniors Market: Products available-all of the above: again, all comes
back to childhood memories and tastes that have been acquired. Product offerings
could fall under child/teen and adult markets. Also, may have grandchildren and
have ice cream on hand only for them as an easy quick treat.
Now out of these three markets, I would primarily target to the Adult market. I
would do this because they are the ones with the purchasing power (income). They
may be parents and will influence the types of frozen treats they give their children.
The way in which advertising could be done is to show commercials on TV during
two parts of the day. One time slot should be during “daytime” TV where there is
more likely a chance for a stay at home mom or dad and their child to see the
commercial. Further, the company should show a commercial at night, during
Primetime 8pm-11pm, where the adult is more apt to see it and maybe the
child/teen. Further, ads could be placed in Parenting Magazines to show the
“amazingly” great differences in the company’s ice cream product.
The reasons why I would not advise turning a whole marketing campaign towards
the child/teen is because, once again, they are not in control of purchase
decisions. As far as the senior, unfortunately, our body’s breakdown over time and
health ailments may occur that make it unable for some to enjoy in ice cream
(diabetes, lactose intolerance, etc.) Seniors may not be able to fully enjoy what the
company is offering and may not feel it necessary to purchase the product. When a
product is usually purchased for kids’ consumption it is usually the parents and the
child who will dictate what their kid [the kid] likes to the grandparent.
It all comes down to marketing to the adult/parent because they will be the main
decision makers. However, the company, if it plans its advertising strategy correctly,
can cross promote to the child/teen with a little additional expense, again by showing
commercials during different time slots and advertising on social media.
RE:
Target
Daniel Kuhfal
Practice
9/11/2012 2:42:00 PM
I pick for my "everyone" product soda. it is true that everyone drinks soda but
we all know some people drink more that others, with the growing concern
for health older people don't want sugary drinks (bad for teeth and diabetes)
or to give them to their small children. So the market would have to be a
group that not only is young enough to not care about health but old enough
to be able to obtain it for them selves, the age group would be around 12 to I
say 20 or 28 depending on the local market. Also the products have always
been keyed for the younger generation, good examples are the Michal
Jackson (http://www.youtube.com/watch?v=po0jY4WvCIc) and Britney
Spears (http://www.youtube.com/watch?v=uRu9HO_tIpw) commercials. So
taking advantage of a positive belief about a product type is just good
business even if it sometimes selects your target market.
RE:
Target Jennifer Morris
Practice
9/11/2012 10:55:30 PM
Modified:9/11/2012 11:00 PM
To expand on the soda topic, I have seen ads deliberately intended
for women. Diet Coke for example appeals more to women than
men. Coke Zero is targeted more towards men, still has that same
Coke taste but with ZERO calories.
Alcoholic beverages are for everyone, but back when Zima was
popular it was targeted more for women as a 'chick' beverage. It was
considered an 'alcopop'.
Even frozen foods have specific targeted audiences. Lean Cuisines
are targeted more towards women. Their commercials are always
women trying to eat healthy and conscious of calorie intake.
https://www.youtube.com/watch?v=6B0-FA7RM78
Then you have a frozen food meal like Hungry Man - it is
specifically targeted towards men. Just watching the commercial as a
woman I'm already thinking, 'hmm, not for me'.
https://www.youtube.com/watch?v=VApLCYntRFw
I think no matter what the product is, there is ALWAYS an intended
audience. Sometimes it may not seem like it, but it is. I would say
that the products that push to 'EVERYONE' are infomercial type
products. The products that do the best for infomercials are ones that
appeal to a broad audience. (i.e. sham wow)
This was an interesting site for target markets for infomercials...
http://www.infomercialdrtv.com/
RE:
Target
Anne Zimmerman
Practice
9/12/2012 8:50:41 AM
We go to trade shows where the attendees are mainly from the Human
Resources department of a business. But, we do not want to talk to just
anyone from the HR dept. We prefer to seek out the decision makers from
the Fortune 500 companies. They are usually the CLO (Chef Learning
Officer) or VP. Those folks would be the Bull's Eye of our target.
So,in this example, we are starting out with a national organization like the
Society of Human Resource Management - maybe 100,000
members. Narrowing it down to the 13,000 members who will attend the
national conference. Then, narrowing it down further by seeking out the
decision makers in the crowd, and then narrowing it down further by asking
what company they are from. This could mean there are 25 people out of an
original pool of 100,000 that we want to seek out at the trade show.
This does not mean that we don't want to talk to the others that are at the
conference. We have developed messages and offerings for them as
well. But the sweet spot, the bulls eye of our target is pretty small and could
take some work to find. We receive a list of everyone who is coming to the
trade show about 5 weeks before the event. We target those people we would
like to see in our booth and send them a pre-show mailer that invites them to
our booth. We try to sweeten the offer with a free book, or meet a celebrity
or win a Kindle Fire. . .
We also advertise in their industry magazine and the event's publications. We
usually have a topic or theme that we develop to show that we understand the
issues the CLO's and VP's. That will be the common thread - the IMC
towards the audience. The booth looks like the pre-show mailer and the
ads. This is to help the attendee recognize us and start to identify with us.
RE:
Target
Jennifer Kachikian
Practice
9/12/2012 12:26:14 AM
An "EVERYONE" target product would have to be my iPhone. and my
vehicle. Cell phone target market are between the ages of 14-70, I am
assuming. Cell phones with games and music download applications is a
plus,. In addition, I purchased this phone with Internet usage, modem
tethering, video and voice recording and GPS navigation. Regarding my car,
not everyone owns a vehicle (they rely on their bicycles or public
transportation or simply walking), but I have to use my car, no matter what. It
gets me, from point A to point B. I bought the luxury car, because it was at a
reasonable price. Plus, it was one of my dream cars. I couldn't pass the offer.
RE:
Target Dr. Sowma
Practice
9/12/2012 11:01:26 AM
Jennifer, we're asking you to find the true segments for an
"everybody" products??? Not just list one.
So Jennifer & Class, how could we break down the cell phone
market into targeted groups?
I'll give you an example of what I mean; Jennifer noted 14-70, which
is superficially true, but many senior citizens got their cell phones
from their children, who carry an extra line on their own phone
plans.
How else might we segment cell phone targets?
RE:
Target Jennifer Kachikian
Practice
9/12/2012 11:58:07 AM
You can break down the cell phone market into targeted
groups by someone's age, cell phone carrier, the brand of
cell phone that each user uses, breaking it down by their data
plan, family plans, text'ers vs people who only use a phone
to actually talk. For example, my Boyfriends' parents both
have iPhones, because that was the best deal that they were
offered by AT&T. Also, his father loves gadgets. When I
observe him playing on his phone, he resembles a teenager
doing the same exact thing.
RE:
Target Andrew March
Practice
9/12/2012 12:28:31
PM
I really do feel that the I-phone really does cater to
ages from 14-70 because the I-phone is designed in
such a way where the phone is very user friendly
and easy to, in other words the phone is simpler and
is very easy to figure what and how to execute
things on the phone, Android operating on the other
hand is a good operating system as well, but still
isn't as easy and user friendly like the i-phone is. I
feel and think the i-phone is a good phone that
targets a very wide range of ages and I think this is
one of the many reasons why the i-phone sells the
way it does.
RE:
Target Justin DeMoulin
Practice
9/12/2012 1:28:05
PM
There are other factors that can help narrow down
cell phone targets, especially if you are looking
specifically at the iPhone. There are a lot of
people out there (myself included) who do not use
Apple products at all. Apple is quick to get on the
market, but there are those of us who prefer to
wait until company's like Motorola and Samsung
release their versions of the products with
improved capabilities. Apple's target market for
the iPhone may then be Apple users.
When it comes to cell phones in general, different
age groups will have different reasons for making
their purchase. Here is an excerpt that I found
which stresses this very point:
"Senior citizens, teenagers and parents buy cell
phones, but they buy them for different reasons.
Teenagers buy them so they can chat with their
friends all the time. Parents buy them for their teens
in order to keep track of them (the teens, not the
cell phones). My 90-year-old grandfather bought
one for emergency use only. Each one of those
reasons is a different benefit. The ad that appeals
to parents knowing where their teenagers are is
certainly NOT going to work for teenagers, and
neither of those ads will be terribly persuasive to my
grandfather."
http://www.businessknowhow.com/marketing/targetmarket.htm
Different types of cell phones will also be targeted towards different users,
depending on their features. Larger screens and keypads with less features will
likely be geared towards the elderly who may use the phones for emergency
services only. Smaller phones with plenty of games may be geared towards the
12-16 year old audiences. Phones that link easily to working computer
terminals may be geared towards the working professional, maybe ages 28-50.
RE:
Target Jennifer Morris
Practice
9/13/2012 3:04:21
AM
Teenagers and young adults are
looking for cell phones that make
interacting on social media fun and
easy. They are looking for exciting
apps and ways to accessorize their
phones.
Adults between the ages of say 2545 are looking for phones that are
compatible with work. They want
to access files, emails, contacts,
flight itineraries, etc.
Senior citizens are looking for a
simple functioning phone with
easy access to medical assistance.
RE:
Target Daniel Kuhfal
Practice
9/13/2012
9:57:18 AM
My family is a great
example of all thous
groups, me and my sisters
generation the young
adults have cell phones
not only for living reasons
but social ones as well.
My Mother and Father
both have work cells
basically phones they
needed for their jobs they
are the older adults; my
Father runs his own
business so his phone not
only gives his customers a
ability to be contacted and
vice verse but helps him
run things, where my
Mom works in a doctors
office so I can't get into to
many details since she
doesn't talk about it but
she needs all types of apps
and contacts for obvious
reasons. Lastly my
Grandpa is a senior so my
Dad got him a cell phone
for emergency so he can
contact help if he needs it.
RE:
Target Herbert Martin
Practice
9/14/2012
7:19:45 PM
Daniel, good
example. When
a person thinks
about it there is
a segmented
market within
our own family.
I like your
illustration
regarding the
cell phone
usage within
your own
family.
That is how it is
within my
family
structure. Since
my son has left
home to attend
college his
phone has
become more
of a need for all
his
communication,
due to him
experiencing
what it's like
having to pay
for everything
now.
As you have
pointed out, I
find it
interesting how
the usage of a
cell phone at
different age
levels. It
depends on the
persons needs.
RE:
Target Dr. Sowma
Practice
9/13/2012
11:19:14 AM
Daniel, this is
exactly what I'm
talking about; if
you spend just a
little time
actually
thinking about,
any "everyone"
market can easily
be seen as
separate/distinct
groups. The next
step is then to
decide which of
the groups makes
the most sense to
market to.
RE:
Target Dr. Sowma
Practice
9/13/2012 11:13:57
AM
Ok Andrew, but given my opening
post, then I really do feel that you're
FIRED! If there are no targets, who do we
market to, how do we spend our ad budget
effectively, etc... As I noted in the
beginning, everyone may use something,
but it doesn't mean that they're all targeted.
RE:
Target Victoria Minos
Practice
9/13/2012 10:47:51 PM
A company will evaluate each segment based upon potential
business success. Opportunities will depend upon factors
such as: the potential growth of the segment the state of
competitive rivalry within the segment how much profit the
segment will deliver how big the segment is how the
segment fits with the current direction of the company and
its vision.
RE:
Target Edward Purvis
Practice
9/13/2012 6:43:43 PM
Cell phones can be segmented in to international markets
where there is a demand for different features that may
accommodate one's culture. Other ways to segment the cell
phone targets is by students, the general public,
professionals and service organizations and companies that
need to be in constant communication with their employees.

.
RE:
Target Anne Zimmerman
Practice
9/15/2012 3:38:37 PM
For one segment, the mobil phone is just a phone, to another
it is tool for all aspects of their lives.
For the first segment (just a phone):



people who cannot afford a "smart" phone and it's
data plan
people who are afraid of technology
people who don't understand the value of Apps like
social media, games, maps and Safari
How can they be marketed to?

simple device - if you know how to dial a phone, you
can use this cell phone
For the second segment (smart phone):



people who are tech savvey and embrace technology
people who need information at their fingertips
(mini-computer in your pocket)
people who need to be connected at all times
(medical personnel, business people out in the field,
etc)
How Can they be marketed to?


Latest technology - faster, more connected, GPS,
SMS, email, social media
"There's an App for that" - anything you need, the
phone can give it to you
RE:
Target Darryl Abbott
Practice
9/16/2012 3:22:35 PM
A good example of market segmentation is used at my
gym which is Gold's gym, what they do is during the
daytime hours they have many different programs for
stay at home moms, senior citizens, etc. Within the
facility, they offer lucrative kids
entertainment programs to entertain the kids while
there parents workout. Also for the senior citizens,
they offer free swimming and dancing classes on
certain days. Prices are definitely higher in the
evenings when there is a bigger demand and therefore
a much more needed use of the facility.
RE:
Target Gerald Charles
Practice
9/12/2012 6:44:17 PM
An "Everyone" target product would have to me the Flat Screen TV
because if you look at society right now, most houses have flat
screen tv's. The Big thing is, will it be LCD or Plasma. There's a big
controversy about which one is better and I personally have both and
they both seem fine to me or no preference. The answer to all of this
is, which cable company you have and do you ahve HDTV which
displays a better picture. For most men, Flat screen TV's meens, is it
big enough for my tv room especially for footbal.
RE:
Target
Ryan Hahn
Practice
9/14/2012 2:48:21 PM
From your example Professor of flat screen TV's, some sub groups for flat
screens are sport fans, gamer's, and casual television watchers. A sports fan
will prefer a plasma TV over LED or LCD because plasma TV's have a
higher refresh rate and when watching the big game has a more natural look.
When I play video games I prefer on an LED with a high refresh rate because
the colors are brighter and easier for me to see if I am about to get shot in the
face!
RE:
Target
Roger Dubreuil
Practice
9/16/2012 8:35:20 AM
Flat screen TV's and satellite/cable share similar target markets. They of
course can be used by everyone, but the target market should be narrowed
down to be more specific. I would think a solid target market for both would
be 20-55 year old males, as this group has the interest in buying and cares
about how big the TV is or how many channels they are getting from their
provider. I have worked for a cable company before, and the biggest
objection in sales I would hear would be "I need to talk to my husband
first." Middle and upper class would also be good targets for these products
as they can afford them and feel that the investment is worth it.
RE:
Target
Seena Rose
Practice
9/16/2012 5:49:18 PM
I'm going to pick gum. This is considered an everyone product but, reality is it's not.
I think this product is targeted for people who fly on planes to keep their ears from
popping, consumers who want to suppress there appetite, freshen there breath, or
blow bubbles, and children who may just want to see what color gumball there going
to get from the machine. I would say the target age is 6-60. Gum is inexpensive and
fits most class brackets.
It's not suited for young children who may swallow the gum and senior citizen who
may be losing teeth or have dentures which, would make it hard to chew.
RE:
Target
Renee Anderson
Practice
9/16/2012 2:24:02 PM
An "everyone" product that I would choose are lightbulbs. Everyone needs
them but to specifyHome-owners (home renters as well)
Businesses
Lightbulbs are important. People use them for lamps, ceiling lights and so
forth. Homeowners and business are my targets because those places are
where most of the light bulbs go to. It lights up their businesses so that people
can see what they are wanting to buy, and homeowners need it to see as well.
Segmenting
people and
products
Claudia Escobar
9/11/2012 1:53:13 PM
Market segmentation is the process of defining and subdividing a large homogenous
market into clearly identifiable segments having similar needs, wants, or demand
characteristics. Its objective is to design a marketing mix that precisely matches the
expectations of customers in the targeted segment. To identify segments, marketers
examine consumer's interest, tastes, preferences and socioeconomic characteristics in
order to determine their patterns of consumption and how they will respond to varios
marketing strategies. The primary information marketers seek is why consumers
purchase specific products or services but not others.
Managers typically use a combination of the following criteria to evaluate overall
attractiveness of a segment. These criteria are:
Size/sales potential : (unit & dollar)
Growth Potential: sales, (unit & dollar), number of customers, potential of increasing
depth of relationships.
Profitability: revenue and cost.
Needs: primary demand, magnitude of unsatisfied needs.
Competition: strenghts and weaknesses of competitors in the segment.
Market
Segmentation
Roselyn Herrera
9/11/2012 4:06:45 PM
Market segmentation is vital for any business that wants to maintain a good, positive
relationship with its customers. Segmentation basically involves a company breaking
down potential target markets into distinct groups. This may be based on age, location,
household income and even gender. Few companies are big enough to supply the
needs of an entire market; most must breakdown the total demand into segments and
choose those that the company is best equipped to handle. Four basic factors that
affect market segmentation are (1) clear identification of the segment, (2)
measurability of its effective size, (3) its accessibility through promotional efforts, and
(4) its appropriateness to the policies and resources of the company. The four basic
market segmentation-strategies are based on (a) behavioral (b) demographic, (c)
psychographic, and (d) geographical differences.
http://www.businessdictionary.com/definition/marketsegmentation.html#ixzz26CXyyUZ0
What is
market
segmentation
Joe Bartolotta
9/11/2012 7:40:16 PM
Market segmentation is the process of dividing the market into smaller groups that have common wants
and needs that may be satisfied by a particular marketing mix. This builds on the idea that everyone is
not equally likely to buy everything. Segmentation bases may include lifestyle, age or income. There is
no ‘right’ way to segment a given market.
The ethical
side of
segmentation
Dr. Sowma
9/12/2012 11:12:17 AM
Class, given that your learning right and wrong is just as important to me as you learning details and
nomenclature, I want to give you some ethical food for thought while we talk about marketing in
practice. As marketers, we are sometimes accused of stereotyping people versus segmenting target
markets.
Is this really what we’re doing when we’re talking about segmenting? Are we just crudely stereotyping
people? Is there a difference?
OR
From another angle, have some marketers/companies wrongfully excluded or included specific target
markets in practice?
RE: The
ethical side of Stephanie Phillips
segmentation
9/16/2012 6:04:09 PM
I do believe there is a fine line between segmenting and stereotyping people.
However if you have all your facts straight and are able to have a diverse
group that fit your criteria I feel you should be safe from Stereotyping. I
found this on youtube and felt it was a great way to show how some people
use Stereotyping in there advertising.
http://youtu.be/k60xir2aBI0
RE: The
ethical side of Renee Anderson
segmentation
9/15/2012 9:14:19 PM
Yes I think that there is stereotyping is involved, however it is on the
borderline of ethics. We, as marketers, do not mean to stereotype a target
market. Yes there is a difference between stereotyping and segmenting. With
stereotyping comes a negative attitude towards it and has an assumption with
that persons background. With segmenting, you are just including everyone
and who would best fit your product.
RE: The
ethical side of Edith Cazares
segmentation
9/14/2012 11:20:54 PM
I think that stereotyping occur while segmenting without the intention of
doing so. By this I mean that marketers don't stereotype to harm people but, it
is used to benefit the marketers. Segmenting is sorting out targeted consumers
by there geographic, demographic, personalities, and their economic status.
For example, you are not going to market a Lamborghini is not going to be
marketed to women but most likely to men. So, they might advertise it with a
beautiful sexy model. Trying to focus on luxury and beauty not just reliable
and economical.
RE: The
ethical side of Daniel Kuhfal
segmentation
9/12/2012 12:21:04 PM
Unfortunately a side effect of segmenting is that you can create stereotypes
however if your carefuller and put the work in you can avoid that. it isn't
some crude stereotype were you just think the worst of people and assign
things, their isn't research involved and no though put into it. When you
segment a product you look into who wants the product and to a certain level
why; so you pick a group and try to reach them like a gaming company you
segment into gaming groups. you need to segment it to know what group you
want RPG's, Action, Kids, ETC. So as long as you put the work in and use
actual research you can get segmentation instead of stereotypes. in short
Segmentation is based on research were Stereotyping is based on
ignorance.
RE: The
ethical side
Edward Purvis
of
segmentation
9/13/2012 6:51:59 PM
I have to agree to a certain point. I mean if you do research and see
that only a small percentage of African Americans drink malt liquor
and advertise to that market as if all African Americans drink malt
liquor then that would be stereotyping as well. Research that gives
you the facts and you market according to those facts and are
successful I can understand that.
RE: The
ethical side of Jennifer Morris
segmentation
9/13/2012 2:57:20 AM
I think an example of unethical market exclusion would be selective
marketing to 'plus' size markets. However, many people would say that
profits and ethics don't mix, but they have shown to be quite lucrative. 20% of
US clothing sold is now plus sized.
Another example of market exclusion is how the pharmaceutical industry's
decision to exclude developing countries from AIDS medications.
RE: The
ethical side
Dr. Sowma
9/13/2012 11:24:30 AM
of
segmentation
Jennifer, I'm not getting what you're saying about plus sizes and how
it relates to unethical segmentation? Who's being unethically
segmented and how are they being slighted?
RE: The
ethical side of Victoria Minos
segmentation
9/13/2012 9:46:42 AM
I believe sometimes there is some type of stereotyping when it comes to
market segmentation. Marketers need to analyze every appropriate market
and determine what type of people buy what type of products. For example
hummus was once targeted towards the Middle Eastern and Turkish market
now of course it is accepted in every market and not just the ethnic markets as
it once was. The proper channels of advertisement and media has made
people notice the benefits of healthy eating as in hummus.
RE: The
ethical side
Gerald Charles
of
segmentation
9/13/2012 7:02:28 PM
Stereotyping exist in most of markerters out because they do focus
on certain audience. Of course they cannot say they are or even
attempt to market sterotyping base on certain gender but they
are. If you look at most of designers and they make clothes for
certain body style, they market the clothes for everyone but if you try
to look for a big size plus person, you won't find it.
Market
Segmentation
Stephanie Phillips
9/12/2012 8:50:56 PM
Market segmentation is the process of dividing a market into distinct groups that have common needs
and will respond similarly to a marketing action.
(Belch 768) Belch, George and Belch, Michael. Advertising and Promotion: An Integrated
Marketing Communications Perspective, 9th Edition. McGraw-Hill Learning Solutions, 2012.
Our text also mentions that you can go too far in the segmentation process. The more you do it the
fewer consumers you have in each segment. The customer characteristics are; Geographic,
Demographic, Socioeconomic, and Psychographic. If the target segment is easily reached using certain
marketing tools this might make the segment attractive to the marketer. Not all Target Markets are
reached by the same outlet.
Market
Segmentation
Ryan Hahn
9/12/2012 9:20:54 PM
Market Segmentation is used to reach sub-groups in markets. For example, if I were to
sell a guitar to the musician market, I may want to create the guitar for a specific subgroup such as "metal heads" . Guitar Manufacturers do this all of the time for their
markets. The guitar company Schecter, has various models of their Omen Guitar to
reach various groups of people. Some are meant to attract children who are starting
and use solid bright colors for the guitars. Other are made for older generations and
metal heads. This way they are able to attract an entire market without having to do
any major changes to their guitars.
RE: Market
Segmentation Robin Heffernan
9/13/2012 11:24:47 AM
Ryan, I agree with your statement "market segmentation is used to reach sub-groups in
markets." As you used guitars as an example, I feel that it is not stereotyping to create
variations of a product and advertise the product to appeal to the tastes and identities of sub
groups. Some people want to identify with their product and want the product to be personal
and show themselves through the product they purchase.
And going back to an "everyone product" it may be important in an ad campaign to not make
it so narrowly segmented but to try to have a campaign that can incorporate the usefulness of
the product to many segments. I feel I see a lot of this.
Marlet
Segmentation
Valerie Chambers
9/12/2012 10:11:46 PM
According to
http://www.adaptiveconsultancy.com/strategy/whymarket-segmentation-is-important, Market
segmentation is "a process in which customers are
divided or ‘segmented’ into separate groups based
on shared likes, dislikes and needs. Your business
can then target its products or services to each
particular group of customers in order to
maxiimiz(s)e sales.
It is important to learn as much as you can about
your customers in order to achieve the best match
between their needs and your products or services.
Use the 4 P’s – price, product, place and promotion
to help with this match." It also says that the
"Purpose of segmentation The aim is to avoid a
‘scattergun approach’ to marketing by targeting
your messages at specific groups of customers. This
means different messages for different groups.
Customers like to receive information that is
relevant to them and their needs which is the
reason for carrying out market segmentation. But it
is also helps you to determine whether they are
high, medium or low value customers.
High value customers buy expensive items on a
regular basis whereas low value customers make the
odd purchase now and again. Medium value customers
are in between these two. check the website out for
more information.
Uniting
the
divided
Dr. Sowma
9/13/2012 11:28:10 AM
In many cases we’re trying to appeal to more than one specific market segment and quite often, they
have different tastes, beliefs, norms, and so on. Sometimes we’ll make multiple ads for different
media/targets, but in many cases this isn’t feasible or affordable.
Accordingly, how might we make a single ad (you choose the medium) that will appeal to multiple
distinct target markets? Any good real-life examples in practice?
RE:
Uniting
Stephanie Phillips
the
divided
9/15/2012 10:55:28 PM
I would have to say that your best bet to reach many different target markets
is to use the word of mouth communication. Unlike personal or face-to-face
communications, mass communications do not offer the marketer an
opportunity to explain or clarify the message to make it more effective. I
know that I have received most of my business by personal communication
with the potential clients. Being able express my passion for photography and
showing my work directly has been a great source of medium for me.
RE:
Uniting
Ryan Hahn
the
divided
9/15/2012 6:54:57 PM
Apple used to have an Apple campaign that was showing the difference
between being Apple and being PC. They used the Hollywood actor Justin
Long to present the ads. Basically they tried showing how they thought Apple
was better than PC, for example how PC's get viruses and Apples supposedly
do not. The advertisement reached out to everyone because in this day and
age most people are familiar and use computers.
RE:
Uniting
Edward Purvis
the
divided
9/15/2012 9:03:23 PM
When I think about it, it would have to be something like one of Micheal
Jackson's music videos. The one where people's faces change in and out to
people of every ethnic group know. I looking to do something like that with
my t-shirts. The statement I want to make is that "Sean Mayor Does Not
Discrimnate". We want to cater to big and tall, petite, gay and lesbian, all
ethnic groups as well as subcultures.
RE:
Uniting
Edith Cazares
the
divided
9/16/2012 9:56:24 PM
In order to create and ad that is more versatile to different consumers and not
just one segment you need to keep it more on the simple side and let the
product sell itself. For instance, the new release of the Iphone 5 isn't really
targeting one group. Its all about the product and the benefits of the product.
If you can sell the benefits of your product you will be able to a variety of
people and not limit yourself to one targeted group.
RE:
Uniting Herbert Martin
the
9/13/2012 8:34:06 PM
divided
Dr. Sowma and class, I recently bought a new car for my
wife's up coming birthday. I
It is a new Cadillac Crossover. During the time period we were
their I noticed many differen customer segments entering the
dealership and purchasing the vehicle.
Segments: Retired Couples seeking a car luxury car,that sits
up off the ground and is a safe, reliable, and easy to get
in and out of. A vehicle for all seasons, especially here in the
Northwest.
Segment: Young Military Couple with children. Seeking a
stylish SUV with all the bells and whistle such as, Bose stereo
system, electric start,navigation system...
Segment: Men and Women who are turning fifty( my wife who
is absolutely gorgeous for her age) feeling this is the type of
vehicle for their age, it represents their life style, it's stylish
sleek, sporting, has everything a luxury car has to offer, for an
SUV.
RE:
Uniting
Dr. Sowma
the
divided
9/14/2012 10:53:43 AM
You got a lucky wife Herb :)
RE:
Uniting
Daniel Kuhfal
the
divided
9/14/2012 10:48:53 AM
Doesn't what you sell also effect the range of your markets, like everyone eats
so if your doing a food chain that gives you a large range but a particular food
like say burgers can't target the vegetarian market. So the question that should
be asked is who does your product target once you have that you can figure
out how to target as many as possible. Good tools to use to get a huge appeal
is star power, popular cultural actions, or if you want to go negative because
you have no morals fear.
RE:
Uniting
Jennifer Kachikian
the
divided
9/13/2012 6:29:46 PM
Regarding making a single ad that will appeal to a distinct target market, have
a popular celebrity posing/modeling with that product. For example, Sofia
Vergara is one of the new faces for Cover Girl campaigns, the makeup line.
Nobody knew of her, until she appeared on Modern Family, aired on prime
time. Overnight, she was an instant hit. She is also a face for the Pepsi
commercials. So, since she is using Cover Girl or drinking Pepsi, others will
purchase Cover Girl products (Young and Older women), and will purchase
Pepsi (both men and women). What the men think, "That beautiful woman is
drinking pepsi..........so I will do the same thing." Or women probaly think,
"Her lips, her skin is absolutely perfect. It's because of Cover Girl. Now, I am
going to buy Cover Girl lipstick and foundation".
RE:
Uniting
Claudia Escobar
the
divided
9/13/2012 1:52:19 PM
Modified:9/13/2012 1:52 PM
I think McDonald's is a good example. McDonald's target market is very wide
because it includes a variety of market segments like family with children
because is a fun place to go, McDonald's also cater to the fast moving people
who are mostly working class or students, children with attractive toys with
their kids meal. McDonald's is a very successful company targeting around
the world even in China and Russia. It targets different ethnic groups around
the world. One single ad is directed to its whole target market.
RE:
Uniting
Roselyn Herrera
the
divided
9/14/2012 6:30:00 PM
Claudia I great with you McDonald does a great job at targeting thier
market around the world. McDonald’s target audience is made up of
children and their parents. The children influences their parent’s
purchasing decision. Therefore, McDonald’s advertising message is
directed toward the children, as well as their parents. They also do a
great job around the world. By having items on their meun that the
counrites or culture like.
RE:
Uniting
Joshua Newsome
the
divided
9/14/2012 10:25:26 PM
McDonalds is great at catering to their segmented markets
around the world. Customers in China get served food that is
traditional to their Chinese culture. McDonalds treats all of
the countries they serve by paying attention to their special
needs.
RE:
Uniting
Edward Purvis
the
divided
9/15/2012 9:05:23 PM
I think most of the fast food resturants market to a large segmented
targets. Now they are targetting customers who are concerned for
their health as well as the family.
RE:
Uniting
Joshua Newsome
the
divided
9/15/2012 11:53:33 PM
They are definitely targeting a more healthy audience. I
think this is mainly because of the damage that has already
been done by fast food restaurants. By making a healthier
menu available, the consumer has a choice and the fast food
establishment cannot be blamed for the choices the
consumer makes.
RE:
Uniting
Keisha Serna
the
divided
9/13/2012 3:13:48 PM
I've had to rack my brain for a little while to think of this question and most of my thoughts
run around food. So I would have to say Kroger ads appeal to multiple target markets.
Though this may be a national business they still are a major food chain in the U.S. so they
will appeal to many different kinds of consumers. There target market segments are, families,
single parents, college students, teens, working class, men and women ages 13-100. There
ads range from saving money, get together, family dinners, pharmacy, automobile gas, and
convenience of locations. Kroger’s ads can get straight to the point and appeal to those who
get hungry! Most Kroger’s too are one stop shops where you can get everything you need
done at one store. Personally too me there are a little bit more prices than most stores on like
household items but I do shop there for food.
To try to think a little outside the box, I noticed when coming into my town from the
highway there are many billboard ads about our new hospital. Each one has a different saying
but they all appeal to why you should choose Springfield Regional Medical Center. To me
this is a single ad that appeals to multiple target markets, though some people from this town
use a family doctor, this is the only place to go if something goes seriously wrong.
RE:
Uniting
Dr. Sowma
the
divided
9/14/2012 10:52:44 AM
Interesting example Keisha. The ad itself may not segment but what
about the variety of listed products themselves?
RE:
Uniting
Edward Purvis
the
divided
9/15/2012 9:09:54 PM
I intend to have my t-shirt brand "Sean Mayor" segmented
to many markets. Im looking to target gays and lesbians by
producing certain mixture of colors and images that will
reflect their lifestyle.
RE:
Uniting
Keisha Serna
the
divided
9/15/2012 10:34:16 AM
Dr. Sowma the variety of different products that Kroger’s has to offer does each have their own
segment. Kroger’s is just the retailer that sells these products but get product (with many different
varieties) always appeals to a different people. I think one of the biggest segments these types of store
find themselves worrying about is the savers and couponers. This type of segment may not care about
quality or brand loyalty they were just worried about what is on sale and what is the cheapest. For me
in the store I'm a fan of the deli meats, luchables, breads, and meats this is because I am a single
mother with two mouths to feed but I don’t always look for the cheapest. But they don’t target me by
their prices on home products, here there prices drive me to another place to get these items cheaper
and still keep the brand.... such as a dollar store.
Kroger also does 4 dollar generics on prescription drugs which bring people into Kroger's pharmacy,
this kind of ad can be a single ad that attracts too many target market. This single ad uses multiple
products in order to hit segments that have babies, segments with large families, women, and brand
loyal consumers. This ad doesn’t show Kroger products but it does give you deals on trusted products
and also show the necessities of life. Such as tampons, toothpaste, and body wash.