Economic family car: This product is targeted at families. The price, size, quality, reproduction in families etc. influences people to buy the product. They are targeted at this group because it is profitable and useful to the families also it is comfortable for the families with children or teenagers instead of squashing themselves in a small car. The mission of the organisation is to maximise profit by making sure that the products is accepted by the targeted group by listening to the opinion of the targeted group in other to make the product up to standard to attract customers. The market is segmented using lifecycle (family size, families with children or teenagers etc.). The importance of segmenting the market is to meet the customers want by producing the right product at the right price and place with the right promotion. (4ps). the basis for segmentation is demographic. They use mosaic to target families in the neighbourhood.
Kellogg’s variety pack: these products are targeted at kids 5-10yrs and families with children. Pester power, unique advert, price; brand etc. influences people to buy the product. The product is targeted at this group because of the pester power of children, and accessible because it is sold in all retail shops which make it easier for customers to get for examples Tesco, Asda, Morrison, Sainsbury etc. The organization mission is to target the kid so as to influence their parent to buy the product which most of the parent can’t say no.in this case parent will buy the product of the organisation and probably come back for more. The market is segmented using demographic (age, family size, income, etc.). The importance of segmenting the customers is to understand the needs and want of the customer using the marketing mix (price, place, product and promotion).the bases of segmentation is demographic which includes age, family size, income, etc. They use mosaic to target families with children in the neighbourhood.
Business to business market
Dell computers: the organisation selects their business customers by size that is big organisations for example: schools, bank, hospitals etc. this is important because it give the company a good reputation. For example a barking and Dagenham college will buy more than 50 computers, then dell will give discount or more years of warranty because of the large amount of computers bought rather than a small business that buy just 5 computers. The value of the business is also important so as to identify the right segmentation. For example if dell supplies large businesses their demands and requirement would be high.
They select their market geographically because their many business organisations in the world and in some areas the demands might be high.
Dell segments their market to public, private and voluntary organization. They sell their product to public organisation such as: NHS, colleges etc; private organisation such as: Tesco, asda etc; voluntary organisations such as the health foundation. These organisations would have high demands for the dell computer.
Dell Products are of different variations they perform this strategy to differentiate a product in one market segment from competitors' products, as well as its own products available in other market segments. It is a benefit to them because it increases market shares, satisfy the needs of different target market. Dell industrial segmentation is based on characteristics such as location, company type and buying characteristics. For example Tesco is a retail shop they need computers to do most of their jobs so they tend to have a buying characteristic.
BT broadband is an internet providing organization; they select their business customers by size. For example: educational sectors, financial organizations, etc. this is important because large organizations demand for internet is high, which is every private organizations mission to make sales so buy selling their services they will make sales and maximise profit. BT also segment their market based on value for example Barclays bank would demand high for internet and because it is an organisation that will run for a longer period of time, BT will give discount on the price and as well provide extra service for them in case anything goes wrong.
They select their market according to their geographic location which is Europe and they are concentrated in London because of the high population of large business, in London for example canary wharf is an area with more financial organisations and the demand of internet is very high in canary wharf.
BT broadband also segment their market based on private, public and voluntary sectors, they sell their services to this sectors because they demand high fro it for example BT will sell their service in educational areas such as college, universities etc. and financial organisation such as banks and public organization such as the NHS.
BT broadband also differentiates their services in many ways so it can be used for different purpose for examples: for telephone calls, browsing and so on. They also segment their marker based on industry to know which is in need of it and has a buying characteristics.