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Consumer Segmentation Process - Case Study Example

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The Australian National Heart Foundation's "Pick the Tick" food ratification program is considered as a major step to promote the healthy living. In this case study the major emphasis will be on market segmentation process with special reference to the program of NHF…
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Consumer Segmentation Process

Download file to see previous pages... It has changed the nature of health care. The marketing technique used by this brand can be called as customized branding.
It is a process to accommodate the brand according to the needs of to specific individuals for particular purposes. The market Segmentation plays important role during this process. For instance in the case of NHF 'Tick' products it helps to understand and identify a particular group of customers for defining the needs of customers and also for evolving guidelines to find the required product. The segmentation process also used instrumentally for developing and communicating the customized brand proposal.
Market segmentation is the method of separating the market segments into specific categories. Different groups of consumers need different types of products. They should be accessed by using specific strategies. By using target marketing method developing sales and evolving marketing strategies. Product positioning is used by companies to offer specific products to specific group of people.
Purpose of market segmentation can be achieved with the help of various methodologies. The main segmentation variables for consumer markets depend upon geography, demography, psychology and behavior of consumers. These variables are used in conjunction with market requirements. Marketing experts think that they are in a better position to know market segments where requirements of consumers are not fully met.
Managers should use different segmentation variables in association to target markets precisely.
Geographic Variable
The geographical association of consumers plays an important role in market segmentation process. Research reports show that preferences of vary from village dwellers to city inhabitants.
There is quite noticeable difference in the purchasing power of these categories of the consumers. Moreover these preference vary from developing regions to developed regions. As far as Australia is concerned the consumer preferences are quite different in city centers as compared to rural consumers. It would be interesting to know that major city dwellers are more prone to heart diseases because of their busy lives and also because of fast food culture. Whereas in rural areas, people are involved in physical activities on greater scale. So there is less chance of heart diseases. Consequently they would pay less attention to NHF recommended products.
So it can be concluded that companies would have to target specific regions. (Michman, 1991, p. 27)
Demographic Variable
Analyses of polls and survey results show that age play an important role in market segmentation process with special reference to NHF recommended products. Heart diseases and other similar symptoms are likely to develop in people of high age group. So it would be appropriate to target the groups of older age people who may feel interest in 'Tick' products.
The age factor is also associated with geographic variables as well. Companies can target those thickly populated areas where aged people are dwelling higher proportion who are more prone to heart and high cholesterol related diseases. Consumers can be further ...Download file to see next pagesRead More
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