As we know that Pepsi is provided among a huge population which is called market. To distribute it and increasing the revenue the market should be segmented. Pepsi has segmented their market keeping four major segmentation variables in their mind which are:GeographicDemographicPsychographicBehavioralGeographic Segmentation:Geographic segmentation means dividing the market into different geographical units such as nations, regions, states, countries, cities or even neighborhood. Pepsi has put little emphasis to segment their market geographically. They are doing business almost in maximum places around the world.Demographic Segmentation:Despite the large customer base in the Soft Drink industry, Pepsi prefersto segment itself as the beverage choice of the “New Generation”, Generation Next, or just as the “Pepsi Generation”. These terms adopted in Pepsi’s advertising campaigns are what marketers refer to asGeneration X, which are profiled to be between the ages of 18 to 29. In addition, Pepsi shifted its focus to the growing American teenage market in the 1990s by forming exclusive contracts with American schools and developing advertising campaigns such as “The Next Generation” and the “Joy of Pepsi”, featuring Britney Spears. Pepsi
believes that if they can get this market to adopt their product, they could establish a loyal customer in a long run.Psychographic segmentation:Psychographic segmentation divides buyers into different groups based on social class, lifestyle or personality characteristics. People from samedemographic group can have very different psychographic makeups. Pepsi’s segmentation has also been emphasized psycho graphically. Their beverages are very much focusing towards lower and upper middle class as they can afford to drink Pepsi. They have a product like “Mountain Dew” a particular drink which is focused especially who has adventurous personality. Their campaign of this drink totally focuses to adventurous young people.Behavioral segmentation:Behavioral segmentation divides buyers into groups based on theirknowledge, attitudes, uses or responses to a product. In this segment,Pepsi has been concentrating carefully. Because they offer in everyspecial occasions, for the people who seek for benefits off theirproducts, to their loyal customer base. Occasional cases like religiousfestivals; special days like mothers’ day, valentine’s day, friendship day,any individual’s birthday or marriage ceremony or anniversary in a wordin every special occasions there are people to whom buying Pepsi forcelebration is must.Segmentation Data
VariablesGeographical World regionAsiaCountryBangladeshCities All major cities Density UrbanClimate Tropical wetDemographicAge14-30GenderMale, FemaleFamily Size1-2, 3-4, 5+Family Life CycleMarried, UnmarriedPsychographicSocial ClassMiddle Class, Upper ClassLifestyleActualizes, Believers, Fulfilled, Achievers, Strivers, Experience makers, StrugglersPersonalityAdventurousBehavioralOccasionsParties, Birthdays, Sports, Regular occasionsBenefitsQuality, TasteUser Status
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- Summer '19