7. Mini Case 2: MINI COOPER Mini's brand revival started in 2001 and is one of those success stories to be taught in marketing America, all the European countries, Egypt, classes, though, it is a contiguous one as even in Morocco, South Africa, Middle Eastern countries, the recent years Mini's marketing strategy justifies 12 countries in Asia, Australia, and New Zealand) that 'magic exists'. and the age the Mini targets is mostly the 20-30 Market segmentation is: the process of year-olds. identifying different groups of users within a market who could possibly be targeted with Relying on Kotier and Armstrong, targeting can separate products or marketing programmes" help the Mini "to be more efficient and effective by (Croft, 1994, p. 1). Talking about Mini fun facts, focusing on the segments that they can satisfy there are different segments, but they are not best and most profitably" (2001, p.232). universal. There was a case when a 15-year old Historically, "Mini" in that time was developed boy ordered a Mini and when a 72-year old lady responding to the demand for smaller cars that ordered it after getting her new driving license. were easier to park. Things have changed now MINI USA General Manager Pitney says, and Mini is becoming bigger. Mini Countryman is "demographics are irrelevant when it comes to 4.10m long and the new Mini 2011 is 3.72m long owning a Mini. It's a mindset". That shows that whereas old classic Mini, 1959, is just 3.05m; and Mini segments its market in an intangible way by the way, Mini Countryman targets families. depending on the emotions people have. On the That justifies that Mini targets families as well. other side, it has a geographical segmentation However, the main target is 20-30 years old according to the countries in which it has affluent segment - so different from previously dealerships (US, Canada, 14 countries in Latin being the compact British everyman car". 11. If Mini Cooper would want to implement a market-coverage strategy to target several market segments and to design separate offers for each this strategy is known as (3 Points) . Concentrated marketing Individual marketing Mass marketing Differentiated marketing