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Segmentation in terms of marketing is the subdivision of the total market for the product, into some distinct subgroups, where each represents a separate target market. It involves an overview of the specific tastes, needs of customers, and the market for the product. The market is broken down into clusters of customers of the product. Customers with the same needs are placed in the same segment. The advantages of the target marketing are cost effective, make pricing, distribution, which are doing and the marketing of products easier.
Geographical segmentation, involves marketing of the Oral-B Pulsar toothbrush in a restricted geographical area. This involves marketing in towns, neighborhoods, and cities.
Demographic segmentation requires the marketing of Oral-B Pulsar toothbrush by grouping the customers in terms of age, housing type, education level, gender, and income.
Psychographic sometimes called lifestyle segmentation a strategy of marketing based on using consumer psychology (Charles, 2011). This can be their interests, attitudes, emotions, behaviors, beliefs, perceptions, and values.
Distributive segmentation can involve the use of different channels of distribution to market Oral-B Pulsar toothbrush. This can include the use of supermarkets, stores, and merchandisers under one brand name.
Other segmentation bases is the media, where a media station can be employed exclusively to market Oral-B Pulsar toothbrush time segmentation, where the Oral-B Pulsar toothbrush is sold on certain times. Price segmentation depends on price dimensions. It involves classifying of products in a range of how customers can afford the product.
Target market of the Oral-B Pulsar toothbrush aims to reach both young men and women in different parts of the state. Most customers are in the urban areas. These are the customers who like using toothbrushes. To appeal and retain them, the Oral-B Pulsar toothbrush should be unique and distinct. They require toothbrush that are of different colors and flashy. The flexibility of the brush at the edge makes Oral-B Pulsar more demanding. The toothbrush should be readily available in the stores of the local markets. The toothbrush should have different sizes depending on the age of the customer. Moreover, the prices differ depending on the size and town, where the tooth brush is available. This will depend on the behavior of the different segments in the place.
The Oral-B Pulsar toothbrush is made from strong material. It is further durable, flexible at the edge and affordable. Moreover, it can be used by all generations. Dentox tooth brush is developed for the elderly only, and come with in two types of colors, that is: Orange and Blue. The Mothex toothbrush is another product in the market. It is designed for mothers and children. This product also has only limited functionality. It is not flexible and strong as product being offered. The Oral-B Pulsar toothbrush comes in all fashionable and appealing colors. The mixture of colors makes the Oral-B Pulsar unique and aesthetical. This is to appeal to the different segments of customers. The toothbrush can also be reused and recycled severally. Marketing and promotion of the Oral-B Pulsar toothbrush is through the mails and media. Distribution is through stores and supermarkets with brand names. Product differentiation is through printing the name in the toothbrush and its package (Croft, 1994).
Market segmentation, is a good strategy to develop a sound market base for a product. Using the media and having the right message is the solution to reach the different segments of the market. Segmentation helps in the positioning of a product. It further helps in identifying opportunities for new products and services in the market. Segmentation should be considered, if it brings viability and profit of product. Positioning in the market gives a view on how the product is perceived by the consumers.