Market Segmentation is the process of dividing market into various small segments by identifying distinguishable needs, wants, character and behavior. These markets require different marketing strategies to achieve a successful market structure. Marketers of Haagen Dasz Malaysia have targeted and catered different segments to fill the gap in ice-cream industry. These are based on geographical, socio-cultural, demographic, psychographic and behavioral. Geographical market is when a business segregates its market on basis of county, state, city or urban and rural. Consumers in urban and rural areas usually have different spending patterns, needs and wants. Similarly, Haagen- Dasz has chosen to establish its bases in urban areas of Malaysia to capture a dense market. According to - locations , among 13 states of Malaysia, Haagen dasz has targeted top 3 populated states or cities. These include, Penang, Selangor and Kuala Lumpur.
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- Spring '14
- ice cream, Häagen-Dazs, Haagen Dasz Malaysia