To: Festus
From: Harry
Subject: Explain how and why customer group are targeted for a selected products.
Date: 27/04/2016
This report will outline six different types of customer based on market segmentation. The
general way in which markets are segmented are geographic, psychographic, socio-cultural
and demographic. However there are endless ways a market can be segmented that are
unique to each business.
The first product I have chosen is Lucozade Sport. Their main target market is people
involved in sports like athletes and sports fans. Athletes are targeted because the drink is
made to maintain hydration and improve performance. Lucozade also sponsor the FA and
England Rugby, therefor football and rugby supporters are also targeted. The main
segments used to find their potential customers are psychographic - people who live an
athletic lifestyle and demographic - men aged 10 - 30.
The customer profile for Nivea moisturiser is women of all ages. The product is very
successful partly due to their large target market. Age, social class and location do not apply
to this product as it’s intended for all ages, classes and can be purchased online for
worldwide delivery. Nivea moisturiser is targeted at females because they have a separate
line of products for men called Nivea Men.
Over 50’s life insurance is targeted at anyone over the age of 50. This service provided by
Aviva is aimed at the over 50’s market because the customers are likely to be in a more
vulnerable position which can be specially dealt with through the over 50’s plan. For example
no medical or health checks are required whereas for older customers they usually are. Also
other companies that provide life insurance will either charge extra for over 50’s or decline
them the service.
Mothercare sell products for parents and babies, like pushchairs and children’s toys. Their
target market is parents and possibly child-minders or baby sitters that often look after young
children. This is the target market because parents will be the ones purchasing the products
for themselves or their children.
The first business to business product I have chosen are Rolls-Royce Civil Aerospace
engines. As well as luxury cars Rolls-Royce also make engines for large and small planes.
Many airplane manufacturers including Airbus and Boeing use Rolls-Royce engines on their
planes. Engines sold to Civil Aerospace companies count as being sold within the private
sector, engines sold to the military are sold to the public sector. Another way this market is
segmented is through value. Rolls-Royce engines are some of the most expensive so only
high value businesses will be able to afford them and use them to make profit. The only
industry that requires these products is the Civil Aviation industry, they include the two major
categories of aviation outside of the military, scheduled aviation and general aviation.
From: Harry
Subject: Explain how and why customer group are targeted for a selected products.
Date: 27/04/2016
This report will outline six different types of customer based on market segmentation. The
general way in which markets are segmented are geographic, psychographic, socio-cultural
and demographic. However there are endless ways a market can be segmented that are
unique to each business.
The first product I have chosen is Lucozade Sport. Their main target market is people
involved in sports like athletes and sports fans. Athletes are targeted because the drink is
made to maintain hydration and improve performance. Lucozade also sponsor the FA and
England Rugby, therefor football and rugby supporters are also targeted. The main
segments used to find their potential customers are psychographic - people who live an
athletic lifestyle and demographic - men aged 10 - 30.
The customer profile for Nivea moisturiser is women of all ages. The product is very
successful partly due to their large target market. Age, social class and location do not apply
to this product as it’s intended for all ages, classes and can be purchased online for
worldwide delivery. Nivea moisturiser is targeted at females because they have a separate
line of products for men called Nivea Men.
Over 50’s life insurance is targeted at anyone over the age of 50. This service provided by
Aviva is aimed at the over 50’s market because the customers are likely to be in a more
vulnerable position which can be specially dealt with through the over 50’s plan. For example
no medical or health checks are required whereas for older customers they usually are. Also
other companies that provide life insurance will either charge extra for over 50’s or decline
them the service.
Mothercare sell products for parents and babies, like pushchairs and children’s toys. Their
target market is parents and possibly child-minders or baby sitters that often look after young
children. This is the target market because parents will be the ones purchasing the products
for themselves or their children.
The first business to business product I have chosen are Rolls-Royce Civil Aerospace
engines. As well as luxury cars Rolls-Royce also make engines for large and small planes.
Many airplane manufacturers including Airbus and Boeing use Rolls-Royce engines on their
planes. Engines sold to Civil Aerospace companies count as being sold within the private
sector, engines sold to the military are sold to the public sector. Another way this market is
segmented is through value. Rolls-Royce engines are some of the most expensive so only
high value businesses will be able to afford them and use them to make profit. The only
industry that requires these products is the Civil Aviation industry, they include the two major
categories of aviation outside of the military, scheduled aviation and general aviation.
