BTEC Buisness Introduction to Market Reasearch Pass 5

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Task 4a

Pass five

Describe how marketing techniques- branding, segmentation- are used by Magners Cider to increase demand for its product.

Definition of Market Segmentation

The process of splitting customers, or potential customers, in a market into different groups, or segments, within which customers share a similar level of interest in the same or comparable set of needs satisfied by a distinct marketing proposition.

http://www.marketsegmentation.co.uk/

Magners use different ways to segment their product they brand their goods in the way that it will attract to its most loyal customers and attract to a wide range of customers. Customers are all different and they have different needs. The marketing mix will be used differently to meet the needs and expectations of customers. This is done through market segmentation there are many ways that a customers can be classed into.  

  • Age
  • Gender
  • Income
  • Geographical area
  • Buying habits

Age many companies segment their product to meet certain people’s ages an example of this would be Club 18-30 this is a holiday company which only offers holidays to people of the age of 18 to 30 they offer clubbing holidays their destinations are mostly all to lively destinations also they only employ people between the age of 18 to 30 this is because they want their customers to be able to relate to their staff.

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Gender a company which segments itself down to gender is an insurance company Sheila’s Wheels it offers insurance only to women this allows them to offer cheaper insurance because the majority of claims come from males.

Income an example of a business that segments its products to people of a certain income would be the Burj Dubai Hotel it was rumoured to be so expensive to build and run it will never make a profit. The purpose of it was to build the reputation of the city this is aimed at powerful and rich people. Also at the ...

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