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Market Segmentation Essay

2153 words - 9 pages

Market segmentation is a subgroup of people or organizations sharing one or more characteristics that cause them to have similar product needs. Marketing segmentation has dividing a market into smaller group distinct needs, characteristic or behavior those might require separate products or marketing mixes. The purpose of market segmentation is to increase marketing efficiency by focusing marketing efforts to a particular group, maximize scarce marketing resources, find a market with limited competition and select the most profitable segment. It has four major market segmentation variables, there are geographic, demographic, psychographic and behavioral. Geographic segmentation tries to ...view middle of the document...

McDonald’s is attracting the young urban families wanting to spend some quality time while their children have fun at the outlet

Age
Mostly youngsters and kids are target, so to attract children McDonalds has Happy Meal with which toys ranging from hot wheels to various Walt Disney characters are given. At several outlets, it also provides special facilities like ‘Play Place’ where children can play arcade games, air hockey, etc. Mostly target is under age 5-6, 12-15, 15-20 and over.

Gender
McDonalds have segmented its services to males as well as females. Occupation McDonalds has mostly segmented its market to the school and college going students.

Income
McDonalds has targeted mostly middle class and upper class urban families who can afford its luxury meal.
Psychographic segmentation

Needs-motivation
The luxury services of McDonalds fulfill the needs of self worth.

Personality
McDonalds mostly segments is market to extrovert people who usually hang out with friends and family in restaurants and other enjoyment places.

Motivation slogans
McDonalds provides motivation slogans to at tract its customers and make a good image in the minds of the customers like “EVERY TIME A GOOD TIME” “PUT A SMILE ON ” “ENJOY MORE” “WHAT YOU WANT IS WHAT YOU GET” These are one of the famous slogans of McDonalds through these slogans McDonalds is attracting its customers and making a good image in the minds of the customers, McDonalds has segmented on basis of making relationship with the customers and making them believe that they are on the rite place.

Hybrid segmentation

McDonald’s fast food chain (Service company) uses hybrid segmentation rather then relying on single segmentation base. In psychographic and demographic profiles McDonalds gets powerful in formation about the people, their thinking pattern and lifestyle. As are sult they advertise their campaigns according to the people lifestyle pattern and reach its target customer effectively. Moreover McDonald using Geodemographic segmentation and they advertise campaigns through Direct-mailing, Local Cable networks, school, colleges, universities, etc. by this they know about the lifestyle of people by grouping based, by Credit-cards.

Perfume: Hugo Boss Brand

Hugo Boss fragrances represented in the fashion market by the Boss and Hugo brands. Their collection and their lines are aimed various target groups, creating a brand world of extra ordinary diversity at their constantly high level of qualities. There are Boss Black, Boss Orange, Boss Green, Boss Selection and Hugo. Their lines as well as accompanying accessories collection are all parts of the core Boss brand.

Geographic segmentation: Hugo Boss is the super brand in the world. This brand is localizing their products, advertising, promotion and sales efforts to fit the needs of individuals. For an example in China, it is a big country. Because there are more focus on indigenous goods. So, Hugo boss built...

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