Product related segmentation, Marketing Management

Product related segmentation:

Product use situations: one of the important bases is the product use situations. Different customers may use the same product in different use situations. Rasna, for example, is shown as being used in different situations like a party, the unexpected guests, a drink at the end of a long and tiring working day, etc.

Benefits segmentation: here, the marketer identifies benefits that a customer looks for when buying a product. This has been a very effective method of segmenting the market for watches, where a customer may buy for just knowing the time, or durability, or as a gift an accessory a dress item a jewellery item.

Quantity consumed: the quality consumed at any given time has also been the basis for segmenting the beverages (tea, coffee) soft drinks, breweries and cigarette markets. Accordingly, the following market segments are visible:

1.       Heavy users

2.       Moderate users

3.       Light users

The differentiation between them is based on the benchmark quantity defined by the marketer for the each segment. 

Posted Date: 9/19/2012 4:16:16 AM | Location : United States







Related Discussions:- Product related segmentation, Assignment Help, Ask Question on Product related segmentation, Get Answer, Expert's Help, Product related segmentation Discussions

Write discussion on Product related segmentation
Your posts are moderated
Related Questions
What is the job function of public relation? Introduction about Public Relation: The initial goal of a public relations department is to improve a company. Reputation of

product mix of the lg company

Q. Explain about Return on Investment? Return on Investment: - Return on investment method is completely different method from other methods. This process consider advertisin

Q.   Describe various stages in New Product Development. O R Describe the steps in NPD process. Ans.:   The many stages in NPD are:- (1)   G enerating  Ne


Steps in the marketing management process: 1.      Setting marketing objectives:  the process of the marketing management starts with the activity of setting objectives. Th

Ari is 3 yrs older than eric. In 3 yrs from now, ari will be twice as old as eric will be. How old are they now?

What are the disadvantages of joint ventures? Joint ventures also have disadvantages, which are given below: • Partners do not consist of full control of management • May

What are the Intangible Goods Intangible goods refer to services provided to individual consumers or to organisational buyers (industrial, institutional, commercial, governm

Point-of-Purchase Adver tising This is a technique of advertising designed to trigger impulse purchases through the use of eye-catching, attractive displays at the area