07 segmentation - New Five Gum target market 12-24 no gum...

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New Five Gum - target market: 12-24 - no gum previously targeted at this age group - can no longer market the same way, i.e. longer lasting, etc. Segmentation Bases for segmentation - geographic – region - demographic o age, gender, marital status, education, ethnicity, occupation, income, others o different prices in different airlines depending when you buy the ticket, what company you use to buy seats, etc. economy vs business vs first: small increases in room, charge vs not charging for movies; charges vs not charging for wine; big price differences who is going to pay more money to arrive at the same time? People who can afford, segments o People who don’t have to pay for it, i.e. businesses business class o first class: the most rich - Psychographic o Lifestyle, VALS Casio watches: “wrist technology”; different lifestyles Swatch watches: men, male, teenagers, girls, guys, etc. Condom wristwatch VALS Ideals: thinkers vs. believers Achievement: achievers vs. strivers Self-expression: experiencers vs. makers
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  • Summer '07
  • MCLAUGHLIN,E.
  • Marketing, Procter & Gamble, vs Business vs, non users, VALS Casio, Condom wristwatch VALS

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