Consumer Segmentation Process Case Study Example | Topics and Well Written Essays - 1250 words

Consumer Segmentation Process - Case Study ExampleIt has changed the nature of health c ar. The marketing technique apply by this brand can be called as customized branding.It is a process to accommodate the brand according to the needs of to ad hoc individuals for particular purposes. The market Segmentation plays important portion during this process. For instance in the case of NHF Tick products it helps to understand and identify a particular group of customers for defining the needs of customers and to a fault for evolving guidelines to find the required product. The variance process also utilise instrumentally for developing and communicating the customized brand proposal.Market segmentation is the method of separating the market segments into detail categories. Different groups of consumers need different types of products. They should be accessed by using specific strategies. By using target marketing method developing sales and evolving marketing strategies. Product po sitioning is used by companies to offer specific products to specific group of people.Purpose of market segmentation can be achieved with the help of various methodologies. The main segmentation variables for consumer markets depend upon geography, demography, psychology and behavior of consumers. These variables are used in conjunction with market requirements. Marketing experts think that they are in a better position to know market segments where requirements of consumers are not full met. Managers should use different segmentation variables in association to target markets precisely. Geographic VariableThe geographical association of consumers plays an important role in market segmentation process. Research reports show that preferences of metamorphose from village dwellers to city inhabitants.There is quite noticeable difference in the purchasing power of these categories of the consumers. Moreover these preference vary from developing regions to developed regions. As far as A ustralia is concerned the consumer preferences are quite different in city centers as compared to rural consumers. It would be raise to know that major city dwellers are more inclined(predicate) to heart diseases because of their busy lives and also because of fast food culture. Whereas in rural areas, people are involved in physical activities on greater scale. So there is less chance of heart diseases. Consequently they would pay less attention to NHF recommended products.So it can be concluded that companies would have to target specific regions. (Michman, 1991, p. 27)Demographic VariableAnalyses of polls and survey results show that age play an important role in market segmentation process with special reference to NHF recommended products. Heart diseases and other similar symptoms are likely to develop in people of last age group. So it would be appropriate to target the groups of older age people who may feel interest in Tick products. The age factor is also associated with geographic variables as well. Companies can target those thickly populated areas where aged people are dwelling higher proportion who are more prone to heart and high cholesterol related diseases. Consumers can be further