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
1.  Tell me what topics you have chosen to write about....Choose any one of the three and tell me if you could ever see a career for yourself in that company.... Even if your answe

Define the Publicity - Promotion This is a non-paid process of generating wide range of communication to contribute a favourable attitude towards product and organisation.  Y

Question 1: It is commonly said that political risks are among the most important ones to consider when a firm is considering to commit itself to invest in a foreign country. F

Task of management team responsible for marketing communications Main task facing the management team responsible for marketing communications is to decide following: 1.  w

What are the various stages of new product development? Each of New Product Development’s stages involves considerable study and analysis at each stage. A management decision i

What is effect of decreasing in cost of selling in retaining customers of a firm? Decrease in Cost of Selling: A loyal set of customers maintains the selling cost down an

Question : It is generally acknowledged that there are 5 classical ways of segmenting consumer markets. In other words, the consumer population can be divided on the basis of

Question 1: Consumer buying behaviour is based on the degree of buyer involvement and differences among brands. Assume that you are in the process of buying the latest cruise

how should shoppers'''' Stop develop its demand forecast?