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DEGREE: Bachelor of CommerceCOURSE UNIT NAME: Principles of MarketingTOPIC: MARKET SEGMENTATION, TARGETING ANDPOSITIONINGGROUP 1 MEMBERS:Silas Kibor Rutto056841Okwach Seline066657Omollo Evans092937Hinga Morrison124368Karumbi Victor077934Kaviti Mutua094753Wambua Chelsea089614Mwangangi Carolyne092904
Table of Contents13232.132.1.132.1.232.1.342.1.442.242.352.45353.163.1.163.1.283.1.393.1.4103.2103.3104114.1114.2124.3124.3.1124.3.2134.3.3134.3.4134.3.5134.3.6134.414
1Segmentation, Targeting and Positioning ProcessSegmentation, targeting and positioning (STP) is a strategic approach in modern marketing.STP model is useful when creating marketing communications plans since it helps marketersto prioritize propositions and then develop and deliver personalized and relevant messages toengage with different audiences.2SegmentationMarket segmentation involves dividing a market into distinct groups of buyers who havedifferent needs, characteristics or behaviors and who might require separate marketingstrategies.Market segmentation enables companies to divide large and diverse markets into smallersegments that can be reached more efficiently and effectively with products and services thatmatch their unique needs.Elements of market segmentation:Segmenting consumer marketsSegmenting business marketsSegmenting International marketsRequirements for effective segmentation2.1Segmenting Consumer MarketsSegmenting consumer markets is determined by four variables: Geographical, demographic,psychographic and behavioral variables.2.1.1Geographical variables.This entails dividing the market into different geographical units such as nations, regions,states, counties and cities and finally localizing their products or services to fit the needs of theindividuals in the respective regions. For example, Unilever has been able to penetrate 190countries offering its products like food, ice cream and cleaning agents guided by extensivemarket research and regional consumer insights and preferences.2.1.2Demographic segmentation.This entails dividing the market into segments based on variables such as age, life-cycle stage,gender, income, occupation, education, religion and generation.Age and life-cycle stage.This involves offering different products or using different marketingapproaches for different age and life-cycle groups. For example, Galitos Kenya that offersdifferent packaging of its products to the different clientele that include children, young adultsand adults.
Gender segmentation.This involves offering different products by use of marketing strategiestargeting men or women. For example, Nivea a cosmetic brand previously targeting ladiesexploded in the men’s personal care industry. Also, Nike and Adidas that were previouslytargeting men started targeting women who are more fitness minded.

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