Target Market and Segmentation (Section A, part 2, task 1)
- Feb 6, 2018
- 2 min read
Segmentation is “central not only to marketing but also to every corporate function” (McDonald and Dunbar, 2010:7). There are several ways of segmenting the market. These are:
Looking at the personal attributes such as age and gender
Advantage – gives specifics which - useful for customer profile
Disadvantage – Too general for targeting
Issues/Risks – Assumes all people of the group have the same lifestyle
Geographic locations of the customers,
Advantage – shows where to target customers
Disadvantage – customers for Fit Kitchen won’t just be from one place
Issues/Risks – Assumes that everyone in that location likes that meal and other locations do not
Psychographic
Advantage – gives deeper insight (The Marketing Study Guide, no date)
Disadvantage – don’t know how many people it will be
Issues/Risks – may be hard to reach all of them in the same way
Behaviour
Advantage – shows what they are doing to find the brand
Disadvantage – could be unique to product – not good for new ones (The Marketing Study Guide, no date)
Issues/Risks – doesn’t give any deeper insight
(McDonald and Dunbar, 2010)
The best way to segment the market is combining psychographic and behavioural targeting methods because, people that do both are the best fit for the brand.
Pros and Cons
Therefore, the chosen segment would be health conscious people searching for ‘meal prep’. This is due to the fact it has the more advantages, so is most relevant to the brand and product whilst also targeting those that have an interest in health and fitness, which is at the heart of the business. The issues and risks with this is that as it is quite a saturated market, they may already be loyal to other products. The risk in discarding the others is that segments which may have been important are ignored.
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