Segmentation is important when a company tries to sell a product.
It helps the company
identify the group of people they are targeting, how to improve the product, and how to market
the product to target their chosen group.
Acne products are one product category that can benefit
Customers choose such products primarily on the basis of the concentration
of its effective ingredients and the complexity of obtaining and using the product.
there are two primary variables used to categorize the different acne products and the people that
use them: strength and complexity.
First, the complexity of obtaining and using the product helps divide the market.
products that need a prescription, people must be willing to take the time to visit their doctor to
Besides the significant cost of the visit, the process also requires significant effort,
including scheduling the appointment, meeting the doctor, and later waiting for the prescription
to be filled at a local pharmacy.
If people are unwilling to pursue such a time-consuming course
of action, they will turn to easier, over-the-counter products.
For instance, both Neutrogena and
Proactiv offer multi-step systems, while other firms, like L’Oreal, offer an even easier, all-in-
one, single-step product.
The least complex store-bought acne products include topical creams,
which do not require face-washing, and spray bottles, which do not even require rubbing.
The second variable that affects the segment of the market is the concentration of the
If a person has trouble controlling their acne, they will purchase products
that have a higher concentration of acne fighting ingredients.
But for some consumers, the
strong medication dries and irritates the skin.
Therefore, those with less serious acne or sensitive
skin require a more appropriate product.
So if the consumer has relatively mild acne, they will