Bases that they use to segment market for their products

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Reference no: EM132222476

Choose one of your favorite companies or brands. What are some "bases" that they use to segment the market for their product(s) [that make sense to you given the product benefits and product category]? Define the specific market segment that the brand is currently focusing on.

For example, Gap Inc. has several different brand offerings; three of which are more or less in the same general category, i.e. apparel. However, the target audience for each of their brands is very different. This means that they have used certain "bases" of segmentation to break up the general population into segments and have focused on one of these as their target segment. You need to figure out what these "bases" are, and how you would define the typical consumer of a brand (these could be demographics such as age, income etc., or psychographics which can include lifestyle, e.g. “outdoorsy” lifestyle, a combination of two or more bases, or basically any of the various types mentioned in the book)

FYI, there are no "absolute" right or wrong answers, but you need to justify your answer.

Reference no: EM132222476

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