cadbury case study Essay

Ans1- Market segmentation is a marketing strategy that involves dividing a broad target market into subsets of consumers who have common needs and common desires as well as common applications for the relevant goods and services Depending on the specific characteristics of the product, these subsets may be divided by criteria such as age and gender, or other distinctions, such as location or income.

Purpose of market segmentation

To allow a market or sales program to focus on the prospects, which are most likely to purchase the products or services on offer .
The market is full of consumer with different needs, through segment its easy to look after the group of consumers so that company can delight the customers.
To avoid cost, wastage of time etc, firm specify the market and do operations accordingly.
To allow company to make product accordingly.
Demographic, geographic, Behavioral, Business Segmentation etc are the example of Market Segmentation.

Ans2.Demographic market segmentation is divide the large market into groups based on several defined traits as Age, race, gender, marital status, occupation, education and income etc.
Mostly company’s prefer demographic factor because it easy to divide the whole market into small groups. And through this it’s easy to focus on market.

e.g.- The travel industry divide the travel packages according to age like,
0-8 year’s children have no charges and provide necessary facilities to them.
Geographic market segmentation is making small part of market in the form of certain community, state, region, countries etc.
Companies that operate nationally can often save by delivering the same marketing messages to a national audience through one television, radio, and magazine or newspaper ads.

e.g.- Travel industry give packages like travel to mountain and watch Beauty of Nature with 10% Discount on charges Behavioral market segmentation is based on user behaviors, including patterns of use, price sensitivity, brand loyalty and benefits sought.
A company may have customers with a similar demographic makeup but distinct behavioral tendencies. Some may use the product daily, while others use it weekly or monthly.

e.g.- Travel to India on 10% discount on ticket fare.

Ans 3 There are many factors to be considered when potential of segmentation is assessed. Factors are definability of segments, resources, segment attractiveness, etc. First of all, identified the segment to whom sell the product. Than resources like how company transport of goods to the market etc. And to make attractive segment offer provide discount to them. Example; STA Travel Company look at the market and consider these factors which are helpful in enter in the market. And they use Internet, etc tools to advertise their tickets information to their segments.

Ans 4 Air New Zealand is number one in the market of Air travels and serves by creating a workplace where teams are committed to provide good facilities to the customers. They have guiding principle like, build competitive advantage in all businesses through the creativity and innovation of their people and work together as a great team committed to the growth and vitality of their company and New Zealand.
And it offer different deals to customers, like locals flight in lowest fares and special low fare rate to those customers who are interested to travel China. Mainly the industry focuses on the low standard of living people.

e.g. Many consumers in the East of Germany prefer half-liter bottles of Beers where as many people in North prefers smaller ones.

Ans 5 (i) Product usage is one of characteristic of market segmentation. It includes Consumers who exhibit brand affinity or actual product usages are segmented on the basis of their behavior. It makes brand affinity and product usage one of the strongest categories to use for developing market segments. That why inbound marketing works in

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