Marketing_Segmentation_demographic - Marketing Segmentation...

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Marketing Segmentation Every product that is offered to consumers, whether it is a product, service, or experience is marketed. Markets are divided into different segments. All products can be marketed to the different segments simply by manipulating the way the product is offered. To understand market segmentation one must first understand what marketing is. Marketing is defined as “a social and managerial process whereby individuals and groups obtain what they need and want through creating and exchanging products and value with others” (Kotler, pg 2). Simply, marketing is finding what the consumers need, want, and demand and then finding ways to offer those needs, wants, and demands to them through marketing strategies. Market segmentation is defined as “the process in marketing of dividing a market into distinct subsets (segments) that behave in the same way or have similar needs” (market segmentation, 2007). To show how a product is offered through market segmentation, we will explore the “Pro- Age” line offered by Dove. A relationship will be established between the product and the different market segmentations that relate to the product. Dove is a company owned by Unilever, Unilever owns many companies that produce consumer packaged goods, household products, foods and beverages, personal products, and specialty chemicals ( Dove is one of their many companies; they specialize in hair, face, and skin products primarily marketed toward women. Their line of “Pro-Age” products are designed for the “mature woman” therefore, they are marketed primarily for women over 40 years of age. The focus of this marketing segmentation comparison will be on the face products that are offered in the “Pro-Age” line. All the market segmentations described in the text can be related in one way or another to the “Pro-Age” face products. The most obvious being gender segmentation. Gender segmentation is defined as “dividing a market into different groups based on gender” (Kotler, pg 44). This is self-explanatory, since we already established that this product is marketed toward women. The product is “formulated with specially selected active ingredients, “Pro-Age” gives back
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This note was uploaded on 02/18/2012 for the course HISTORY hs101 taught by Professor Lynch during the Spring '12 term at Dublin City University.

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Marketing_Segmentation_demographic - Marketing Segmentation...

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