Hershey's- Market Segmentation

Topics: Chocolate, White-collar worker, Middle East Pages: 3 (500 words) Published: April 7, 2013
|Market segmentation:
Geographic: |

World region or country:  United States, Canada, Mexico, Brazil and other international locations, such as India, Korea, Japan, the Middle East, China and the Philippines.

Density: Urban

Climate: Northern, Southern

Country region: West North Central, West South Central, East North Central, East South Central, And New England

|Demographic: |

Age: for all age groups. For example it offers HERSHEY'S Milk Chocolate Bunnies for young ones, Hershey’s kisses for the middle aged and Hershey’s sugar free chocolate for the elderly.

Gender: Male, female

Family life cycle: Young, single, married, single parent, unmarried couples, older married couples.

Income: Seekers (Rs. 200,000 to Rs. 500,000); Strivers (Rs. 500,000 to Rs. 1000, 000).

Occupation: Professional and technical, managers, students.

Religion: Muslim, Hindu, Catholic, protestant, Jewish.

Nationality: United States.

|Psychographic: |

Social class: Upper upper, lower upper, upper middle and middle class.

Lifestyle: achievers, strivers.

Personality: compulsive and ambitious.

|Behavioral: |

Occasions: Hershey launched several products as on regular occasions and special occasions. For example, on Easter, a festival of Christians; Hershey launched: Easter Hershey’s Miniatures Chocolate Bars, Hershey’s Solid Milk Chocolate, Hershey’s Milk Chocolate Bunnies 6-pack, Hershey’s cookies ‘n’ Crème Bunnies.

Benefits: Hershey provides several benefits to...
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