Based on the following:

When marketing, there are multiple types of Marketing Segmentation a business can use; demographic, psychographic, behavior, benefit and ethnic. In summary, demographic segmentation uses age, gender and income to market to efficiently. Psychographic segmentation focuses on specific personality traits of a consumer. Behavioral segmentation is heavily data based and asses user rates to determine if a customer is or is not interested in a product. Benefit segmentation focuses on an issue a customer may be having and markets the solution to that issue. Lastly, Ethnic segmentation focuses on marketing to a group of people with a certain ethnic decent, such as the Hispanic population, African American population or Asian population is America. (Keegan & Green, 2020)

While reading through the different types of Segmentation, I thought of the skin product I use called Kiehls. Although Kiehls touches on Demographic segmentation by splitting skin care up by gender, this company relies heavily on Benefit segmentation. When going on the website, Kiehls has different products set up by skincare. This is very helpful to the consumer in finding what they need since most people have different skin types and may not know what is best for the issue they are having. For example, I have very dry skin but do not know much about which kind of products is best for my skin. Kiehls makes it easy to access products that will benefit me.

For my week two assignment, I chose to discuss Anheuser Busch expanding into the middle east through their sponsorship with the FA cup. The FA cup is a football/soccer tournament through FIFA. In my paper. In my paper I discussed Anheuser Busch successfully marketing during sporting events in the United States, so I felt as if it was smart of them to continue marketing through sports because this would be a familiar technique in a part of the world the company may be more unfamiliar with. When going on Budweiser's twitter, I noticed a hashtag #beaking. This hashtag was include on a tweet with Fundacion Leo Messi an Argentine footballer who is the captain of the Argentina National team. The tweet states "Proud to Partner with the King of Football. Never Give Up on greatness. #Messi #beAking". Expanding from sports, Budweiser also partnered with Halsey, a grammy nominated artist in the Be King Campaign by Retweeting a tweet from "Adweek" quoting the tweet with #Halsey #BeAking "@Budweiser has continued its "Be a King" campaign in a new spot created in partnership with Grammy-nominated music artist Halsey". This campaign heavily uses Behavior Segmentation. Although Messi is on the Argentina team, partnering with him reaches any fan who follows soccer/football. Anheuser Busch also shows to recognize this would only reach a certain group of fans, so by partnering with Halsey in this campaign as well the company is now reaching a different group based off music interest. By using twitter, Anheuser Busch can track the hashtag views and shares in order to see how popular the campaign gets and to which parts of the world it becomes popular. Psychographic segmentation is also used in this campaign because two types of personalities are targeted, individuals with Athletic traits and also artist.

Retrieved:https://twitter.com/Budweiser

Retrieved:https://www.kiehls.com/offers(Links to an external site.)

Keegan, W. J., & Green, M. C. (2020).Global marketing(10th ed.)

1. Go to the Twitter ads for the Budweiser company to show another STP (Segmentation, Targeting and Position) strategy.
2. Go to the Twitter ads for the Kiehl company to show another STP (Segmentation, Targeting and Position) strategy.