MARKET SEGMENTATION OF BASKIN ROBBINS.docx - MARKET SEGMENTATION OF BASKIN ROBBINS Marketing segmentation is requires dividing a market into smaller

MARKET SEGMENTATION OF BASKIN ROBBINS.docx - MARKET...

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MARKET SEGMENTATION OF BASKIN ROBBINSMarketing segmentation is requires dividing a market into smaller segments with distinctneeds,characteristics or behaviors that might require separate marketing strategies ormixes.There are 4 types of marketing segmentation which are geographic segmentation,demographic segmentation, psychographic segmentation and behavioral segmentation.Segments GeographiccharacteristicsDemographiccharacteristics PsychographiccharcteristicsBehavioralcharcteristicsAllcoustomersarewelcomed Baskinrobbins has120outletovertheMalaysia.Gender- Baskinrobbins ice-creamis appropriate formalesandfemalesAge-Mostofcustomersareparents with theirchildren,teenagers couples andyoung adults (10to 50 years old ). Income:Baskinrobbins ice creamis more expensivethan other icecream productssuch as Walls.Theprice of onesingle ice creamscoop fromJunior to Kingscoop is (RM8-RM14.50)withoutanySocialclass:Middleclass and upper class.Personality:Consumers who care abouthealthy food and highquality products fromtrustworthbrandespecially people whoare having diet cannotconsume too muchsugar.They can chooselow fat or sugar freeice cream.Lifestyles:Thecustomers of BaskinRobbins usually hashigh income and tendto buy dairy productsto consume a lotduring summers.Occasion:Customersgo to the storeeveryday especiallysummer time.Usage rate:Mediumusage rate Userstatus:Almostare regular customersand new customers.Loyaltyusers:Medium loyalty.Benefits:It has 31flavors for buyers tochoose by themselvesincludingthetoppings.The buyerscan buy try eatingbefore they buy theicecream.Besidesthat,Baskin robbinshas its special days toreduce the prices forcustomers.
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toppings.Theprice is onlysuitableformiddle class andupper class.TARGETING A target market is a set of buyers who share common needs or characteristics that thecompany decides to serve.The company must decide which and how many segments it willtarget.Market targeting can be carried out at several different levels.There are 4 market-targeting stategies which is undifferentiated marketing,differentiated marketing,concentratedmarketing and micromarketing.
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