Marketing Segmentation

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Market Segmentation
 
In this part of the project the product has been properly segmented to look at the potential market attracted to this development. This has been achieved by analyzing and researching on the different aspects of the segmentation process such as demographics, geographics, psychographics and multi-attributes. Further research has been conducted to reveal the need of this product; this is supported by a few illustrations. Demographics

In this section we look at the different attributes that might be our potential market. Age Group-(0-5years)
This is our main target audience but children slightly above can use it depending on their level of maturity. At this stage infants tend to resist consumption of their medication to improve their health condition at that moment. Children cannot be easily fooled at this age but with a free sticker of their favorite cartoon character they can easily fall into the trap. At this age children do not comprehend the benefits of medication to their current health state. Gender

 Female and Male(Boys and Girls)
We conducted a research that suggests that ADHD (Attention Deficit Hyperactivity Disorder) affects boys 3 times more than girls.ADHD is one of the main contributors for the children’s refusal to take medication. At this age it is much more difficult to give medication to infants. This product would be suitable for both sex.This research shows us that more boys are likely to use the product compared to the girls. The cup will be made in different.Eg pink for girls and blue for boys. At this both sex show admiration for the cartoon ‘heroes’ such as Ben 10 and Dora The Explorer. Every cup will come with a permanent sticker of their favorite character. This will assure that the medication will be consumed as they would not want to let their ‘heroes’ down.   

 
Income
Although we are developing an efficient and affordable product Lower Income Groups will be disadvantaged because they will not find it very...
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