Summary Market Segmentation | Fundamentals of Marketing
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Course
Fundamentals of Marketing
Institution
University Of Exeter (UoEX)
Summary of Fundamentals of Marketing notes from The University of Exeter. Student gained a first class degree using these notes. Theory, case studies and extra notes included.
How does Market Segmentation and Positioning Feed the Marketing
Concept?
Aim: To look at two key aspects of marketing
1. The importance of market segmentation
2. How segmentation relates to how marketers position their products in the
marketplace
Goal: To understand a key marketing skill set(s) for competing in a globalised
economy
SEGMENTATION: The process of dividing a market into meaningful, relatively similar,
identifiable segments of groups
POSITIOING: The place a product, brand or group of products occupies in consumers’
minds relative to competing offerings
Types of Segmentation
GEOGRAPHIC
Regions: England, Scotland, Wales, NI, City/Town size, Population density, Climate
DEMOGRAPHIC
Age, gender, income, ethnic background and family life cycle
PSYCHOGRAPHIC
Personality, Motives, Lifestyles – how time is spent, importance of things around
you
BENEFITS SOUGHT
Grouping customers according to the benefits they seek from the product
USAGE RATE
Diving market by amount of product bought or consumed
Market Segmentation & Positioning
Example: Pepsi
Fount that many consumers who did not like the taste of coffee were drinking
carbonated drinks in the morning. 28% more caffeine than regular Pepsi - “All the
sugar and twice the caffeine”
Benefit Segmentation Approach
The released Pepsi AM
Problem: People didn’t want different drinks for the morning and during the day
Overly prescriptive (Designed for a singular and specific use occasion) Product
failed
Pepsi then released Pepsi Kona in 1994 – Pepsi flavour with a blend of coffee
Problem: Simplistic, it tasted of BBQ sauce Product failed
Problems:
Good market data, but a simplistic segmentation approach
No clear positioning statement (or on other cases, overly prescriptive)
What would the market look like if we add lifestyle segmentation and demographic
segmentation in addition to benefits sought? Also, would this enable us to better
position our product in the market?
, Red Bull ($5.5 billion in sales revenue
2018), Monster
Market Characteristics
14.68bn listres of energy drink is estimated
to be sold in 2018, increase of 22% since
2015
Advertising directed at male market
Targeted at females?
her, or Healthy. Energy. Revitalizer is the first active
lifestyle beverage formulated with women in mind. her
delivers a fresh, clean, great tasting alternative to the
enhanced waters and energy drinks on the market. her will
not make you “crash” or give you the “jitters”. The ‘her’
formula is designed to give you just the boost you need
without over doing it.
Enviga is a precise balance of ingredients that have been proven
to invigorate your metabolism helping you burn more calories.
While every can contains 5 calories, drinking three cans per day
of Enviga has been shown to gently increase metabolism to burn
60-100 calories. In fact, because each delicious can of Enviga
contains only 5 calories. You end up burning more than you
consume- so for the first time you can actually “drink negative”
Anti-Energy Drink Movement
"Drank" contains a combination of Valerian Root, Rose
Hips, and Melatonin designed to "slow your roll" after a
hectic day. A calming beverage, Drank is formulated to
relax the body, mind, and soul. "Drank" is the perfect
lifestyle beverage for those who can appreciate extreme
relaxation. So grab a Drank and "Slow Your Roll"!
o Created in partnership with Bob
Marley’s family, the Marley
Beverage Co. is committed to
crafting products that are faithful to
his legacy.
o Bob lived naturally. He practiced a
philosophy of enjoying only natural, unprocessed
ingredients. With the strong belief in a higher power of how
natural ingredients affect the body and mind. That’s where
our story begins, with a commitment to great tasting,
natural and functional beverages.
o Then the story becomes yours. If you want to relax and get ready for the pure
experience of a moment, or if you want to indulge in everything the moment has to
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