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MARKET SEGMENTATION
P & G makes eleven brands of laundry detergents, eight brands of give soap, tooth pastes, 3 brands of knock down cleaner, toilet-cleaner, two brands ofdeoderant.
These brands strive with one another on the same super mart shelves.
But, why P 7 G introduces manifold brands in one category instead of concentrating its available means on a single brand?
The say in reply lies in the fact that separate people want different MIXES OF BENEFITS from products they .
For EG; People laundry detergents to possess their clothes clear – but want other things such as economy, bleaching powder, fabric softening, renewed smell, etc.,
But to some men feel that bleaching powder is important than fabric softening matters or others
Thus, in that place are groups – segments – of buyers and every one segment seek a special combination of benefits. Organizations that take a bribe for to consumers and business markets that they be able to’t appeal to all buyers in the markets or at least now to all buyers in the same habitual method.
Buyers are too numerous, too widely diffused, too varied in their need and buying practices.
(i) Different companies change successively widely in their abilities to be a slave different segments of the market (ii) Rather than irksome to compete in an entire market, sometimes against superior competitors – Hence, eddish. com-any must identify the quarters of the market that can do duty for best.
Most companies are moving off from Mass marketing – to – Target Marketing
“Identify mart segments, selecting one or more of them, developing products and emporium mixes tailored to each”- In this plan of conduct sellers can develop right products in quest of each target market and adjust prices, grouping channel, advertising to reach target markets, in the room of scattering their marketing efforts”
There are 3 greater steps in Target Marketing. They are:
MARKET SEGMENTATION
‘Dividing a emporium into distinct groups of buyers through different needs, characteristics, or behaviour who might...
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