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Unit 3 P5 Essay

1428 words - 6 pages

Unit 3 P5

Marketing Segmentation


In this assignment I will be discussing different types of marketing segmentations, so what is segmentation? Segmentation is used by businesses to help target their products at the right customers. It is about recognising the specific needs and wants of customer groups and then using this information into providing products and services which meet customer needs.


Companies segment the market by attacking a restricted geographic area. It is very valuable information because businesses can precisely tailor their products mix based on a location, for example, people in Cambridge show a preference for coffee whereas ...view middle of the document...

Apple has segmented their market demographically by age and income. Apple show in their adverts that the MacBook Pro can be used by anyone and anywhere home or away. The MacBook pro isn't cheap and is aimed at higher income earners.

Apple sell products business to consumer via their online website or one of many retail stores across the world and business to business. Apple sell their products to curry’s, PC world, Maplin and many more online retail stores.

Apple have made the usability of the MacBook Pro as simple as possible making it usable for everyone making it more appealing for people. Apple haven’t targeted a specific market because they want to reach as many people as possible.

Bugatti Veyron

The Bugatti Veyron EB 16.4 is a mid-engined sports car, designed and developed in Germany by Volkswagen and hand built in Molsheim, France. The Bugatti Veyron is one of the worlds fastest and prestigious cars in the world. Bugatti only wanted to sell 450 Veyron’s and now have all been sold, the retail price was £1,600,000 making it the worlds most expensive car during its production.

The Bugatti Veyron is mainly targeted at people who are car enthusiast with a lot of money such as the likes of car collectors, museums and of course very wealthy individuals. Bugatti claim they will not sell their cars to anyone but only people who share the same vision as they do.

Geographically Bugatti focuses on marketing their cars in wealthy affluent areas for example, London, Monaco, Beijing, Unites Arab Emirates, California, Paris and more.

Bugatti target these people by attending motor shows across the world demonstrating the cars usability and features, this also gives the potential buyers an insight into what they may possibly be purchasing.

You could of purchased a bugatti directly through them and then redirected to your nearest dealership to finish the ordering and collection process. Before the Bugatti was sold out they also sold their cars to independent deanships.

Ben & Jerry’s Cookie Dough Ice Cream

According to wikipedia Cookie Dough originated at the Ben & Jerry’s Burlington Scoop Shop from an anonymous suggestion. Ben & Jerry’s Cookie Dough Ice Cream is made up of 17% chocolate chip and chunks. of chocolate.

Ben & Jerry’s target their ice cream at younger people, mostly teenagers.

Ben and Jerry’s target the younger market by using unique paper like animations in their campaigns and tv adverts, they also use bright bold lettering and colours on their packaging making them stand out. Their brand has a young feel which is another attraction to younger people. This group is targeted more because generally younger people eat ice cream and this would of been found out by doing market research.

Demographically Ben & and Jerry’s markets their products in high populated ares such as cities, towns, villages and more. They will tend not to market their products in rural areas where there is a low...

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