Plan

1-Marketing segmentation definition

2-Marketing segmentation AXE brand

Marketing segmentation definition

The four basic market segmentation-strategies are based on :

• behavioral• demographic• psychographic• geographical difference

The process of defining and subdividing a large homogenous market into clearly identifiable segments having similar needs, wants, or demand characteristics. Its objective is to design a marketing mix that precisely matches the expectations of customers in the targeted segment.

Few companies are big enough to supply the needs of an entire market; most must breakdown the total demand into segments and choose those that the company is best equipped to handle.

Four basic factors that affect market segmentation are

• clear identification of the segment• measurability of its effective size• Its accessibility through promotional efforts• Its appropriateness to the policies and

resources of the company

Marketing segmentation definition

The behavioral target market focuses on occasions and degree of loyalty.

A demographic or socioeconomic target market would focus on a specific gender, age group. income level, or education level.

A psychographic target market would be a market that has similar attitudes, values, or lifestyle.

A geographic target market can be consumers in a city, state, or country.

Plan

1-Marketing segmentation definition

2-Marketing segmentation AXE brand

Marketing segmentation AXE

Axe mainly use demographic and psychographic segmentation

Demographic : Specific gender = maleAge group = Not specified but younth untill the thirties

Psychographic :We going to see how they group men in 6 categories, attitudes, values and lifestyle

Marketing segmentation AXE

The Predator -- He takes advantage of drunk girls, and lies about his job and where he lives

Natural Talent -- Athletic, smart, and confident. He doesn't need to lie to score

Marriage Material -- Humble and respectful, he's the sort of guy you want to bring home to Mom and Dad

Always the Friend -- He always hits that glass ceiling

The Insecure Novice -- He has absolutely no clue what he's doing, and things get awkward fast -- the geeks and nerds

The Enthusiastic Novice -- He has absolutely no clue what he's doing, but he's outgoing and tries valiantly anyway

Unilever first analyzed the potential Axe user by breaking males down into six profiles:

Next came the ads themselves. The Axe TV ads proclaim that it will help you get chicks. And not just one at a time -- their research showed that the ultimate male fantasy is to be irresistible to several sexy women.

The result? Axe became the #1 male antiperspirant/deodorant brand. It actually worked too well -- they had to backpedal a bit from the image because Axe had gained a reputation as a product that only losers use. Also, high school kids would even totally douse themselves in Axe, getting the brand into trouble with some school districts.

But overall, Axe has been a huge success because of how it targeted its marketing and took advantage of sexual fantasies. It still runs similarly themed ads.

Then, they determined that The Insecure Novice would be their natural target, since he needs the most help in getting women, and would be easily persuaded into buying a product that could aid the woes of nerdhood.

Sources

http://www.businessdictionary.com/definition/market-segmentation.html

https://www.boundless.com/marketing/textbooks/boundless-marketing-textbook/integrated-marketing-communications-12/selecting-the-promotion-mix-for-a-particular-product-84/target-market-characteristics-421-4126/

http://www.businessinsider.com/axe-advertising-unilever-brandwashed-2011-10