Chapter 9: Segmentation, Targeting and Positioning

As we discussed this chapter outlines the different methods of segmenting a market. There is really no one best method to segment a market. Firms choose from various methods on the basis of the type of product/service they offer and their goals for the segmentation strategy. For instance, if the firm wants to identify its customers easily, demographic or geographic segmentation likely will work best. But if it is trying to dig deeper into why customers might buy its offering, then psychographic, geodemographic, benefits, or behavioral segmentation (occasion and loyalty) might work best. Typically, a combination of several segmentation methods is most effective.

Assignment: Describe what their overall value proposition is and describe how it was positioned to the public. If you disagree with the positioning how would you refine it?