Article: “What You
Need to Know About Segmentation”
Assignment: For this
assignment, you want to use observations at local stores, use your own
experience as consumers, and conduct secondary research to learn about
deodorant market segmentation. Write up a 1-2 pages report describing the
segments that you found. Integrate concepts within the segmentation article
when you write up your report.
Answer the following
questions:
·
Why should marketers
segment a market?
·
What are examples of
useful characteristics that are required to have effective segmentation?
·
How should we segment
a market?
·
What are examples of
ethical and privacy issues related to segmentation?
Attachments area
Solution
Market Segmentation Report on Deodorants
Introduction
The segmentation of
a market is a phenomenon in which we provide sections to a market in terms of
geographical, behavioral, demographical and psychological aspects. It is solely
a group of division for people with different needs. The division allows us to
have a consumption of time, and money implemented in research. Major brands like Walmart apply
this approach to make sure that they are aware of the exact needs of their
clients.
Need for segmentation
According to recent studies, the most profitable is
the aerosol anti perspiring deodorant line. Following close in line are the
roll-on deodorant, the body spray, sticks and solids, gel-based deodorants, and
deodorant creams. The market segmentation, based on gender, is observed in
general. It is an essential phenomenon because we need to have proper knowledge
of the market if we plan to target its consumers and it also eases the
campaigning. If the market of deodorants is segmented on the basis of gender
then it will be easy for the marketing campaign to target their audience.
Therefore it is essential and a basic need for the marketing of a product (Dietrich, Rundle-Thiele, & Kubacki, 2017) .
Walmart designs different
campaigns for different products they are selling. As a huge retailer they
cover a lot of different market segments. The segregation of these segments
makes easier for Walmart to design an effective campaign for target market of a
specific product.
Exemplary Characteristics of Effective
Segmentation
In order to have an effective segmentation a market
must have characteristics that ease the nature of research for reaching out the
consumers of that market, it includes the characteristics such as the market
being easily identifiable and holding substance. The ease of accessibility
needs to be there in the market, and the market should be stable. It needs to
be easily differentiable; there should be active in the market in terms of the
segmentation which is being judged in that specific segmentation. In our case
the segmentation of deodorant users is found to be mostly females. Hence the
essential characteristics required for the marketing of deodorants is
identification of action in the gender-based distribution.
Method of Segmentation
For the proper kind of the segmentation in a market,
it is essential that the market is analyzed properly and is generated by means
that address the expectations of the target audience for which the market is
being analyzed, the perspective of reviewing needs of the specific segment is
also essential. The strategies are also to be considered when creating a
market. Size of the market should be addressable.
Ethical Segmentation
A division of markets based on the simple concepts of
the integral ethics is called the ethical segmentation of the market. It is
segmented on the basis of norms like culture, customs, race, religion,
nationality, language. If the ethic subcultures are used in the segmentation of
the market, then, it bears huge advantages. The patronization of the products
is better understood when we study the market from the perspective of ethical
subcultures. There are certain issues related to ethics and privacy. When
dealing with marketing in the segmented form, as of when Bic tried to launch a
line of pens especially for women, it was considered offensive by the women,
and they showed a quite agitated response.
(Cui, 2015)
Conclusion
It should be made sure before conducting the marketing
campaign that the ethical consideration of personal judgment is devoid in the
conduction of marketing research. These are kept in mind while brands like Walmart design their campaigns
and that is why their campaigns are effective. The implementation of the
principles and characteristics consideration is essential for gaining
segmentation. We can get the optimum outcomes in this way. The whole concept of
segmentation is dependent upon proper targeting of the prospective audience.
The consideration of segmentation is to be done, keeping the phenomenon of the
target audience in mind
References
Cui, G. (2015). Ethical issues in ethnic segmentation
and target marketing. Proceedings of the 1998 Multicultural Marketing
Conference , 87-91.
Dietrich, T.,
Rundle-Thiele, S., & Kubacki, K. (2017). Segmentation in social
marketing. Singapore: Springer .
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