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Unit 3 P5 - Explain how and why groups of customers are targeted for selected products
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Unit 3 P5 - Explain how and why groups of customers are targeted for selected products
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Unit 3 – Introduction to marketingPass criteria 5
P5 – Explain how and why groups of customers are targeted for selected products
Market segmentation is an idea of how the market is made up of different groups
(segments) of people. These different segments include different groups with the same
wants, purchasing power, geographical location, buying attitudes or habits. Segmenting a
market helps a business to design products that these different segments want to buy to
ensure that they can get the maximum profit possible, they also can figure out how much
they would be able to sell the product for which would increase demand. There is a typical
way that businesses may segment their market and this is by dividing the consumers into
geographic, demographic, psychographic, socio-cultural.
Geographic is to do with the location of the customers, is either to do with rural or urban or
regional/national boundaries.
Demographic is to do with age, sex, race, economic status, and so on. For example, a
business that offers rejuvenating creams that (targeting older people).
Psychographic is about the lifestyles or beliefs of their customers. For example, a business
can target groups of people that are unable to eat gluten or dairy by providing product that
do not contain this.
Socio-cultural is mainly to do with the class of the customers. For example, people may see
trends in what people spend their money on and act on it to ensure that they provide
services all different people in the UK that may have different cultures to one another.
Disneyland Paris
Disneyland Paris segments their market geographically, socio-culturally and demographically
to ensure they can entice as many families as the can. As Disneyland is in Paris they
generally market to people from the UK, France and surrounding areas, this is because
people from the UK can easily get there as there are crossings to France from Dover and
Folkestone, and people in or near France can easily drive, get the train/coach or fly.
Disneyland segments its market socio-culturally by ensuring that it offers deals for lower
income families and different hotel options which have different prices. Demographically
Disneyland Paris focuses on families that generally have children aged 4-12, also outside of
the school holidays Disneyland Paris needs to keep people coming to the park so they would
want people with either younger than school age children or adults.
Disneyland creates an environment that will suit these groups of people that they want to
come. They create rides for young children and rides that are suitable for all age ranges. It is
mainly promoted as a family holiday park which means that it doesn’t accept disorderliness
from the older vacation goers.
Thorpe Park
Thorpe Park segments their market geographically, demographically, psychographically, and
socio-culturally. Thorpe Park is located 20 miles away from central London, London is a
prime tourist area and is densely populated which means that it is good for any business to
be there because it is the biggest market in the UK. People will be happy to travel to Thorpe
Park because of the quality of the rides it offers. Thorpe Park generally appeals to 18-35
year olds, although it does cater for younger ages their main target audience is older, this is
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