Segmentation

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Alyssa
Mgmt. 324
10/10/2011

Segmentation

Segmenting In PharmaSim

There are two different segmentation options we can use to segment our consumers in PharmaSim. The first is demographic segmentation which refers to young singles, young families, mature families, empty nesters, and retired. The second way we segment consumers in PharmaSim is by illness (cold, cough, and allergy). There are other ways to segment consumers in markets such as: geographic segmentation, psychographic segmentation, and behavioral segmentation. Geographic segmentation is based on region and city size, and where potential customers live or work. Psychographic segmentation focuses on lifestyle, personality or needs of prospective customers. Behavioral segmenting is built on observing actions or attitudes, such as: product features, usage rate, and where they buy. Looking at these different ways to segment prospective customers, PharmaSim can use behavioral segmenting to be more sufficient. For example, it could show our prospective customers’ personal preferences as to what form of medications they are looking for such as: pill, gel capsule, or liquid. Adding behavioral segmentation with the demographic and illness segmentation already found in PharmaSim can help better lead us to specific marketing actions.

Table of Segmented Market in 3 Different ways:

Analyzing Perception of Allround
As of right now Allround’s promote benefits are relieves aches, clears nasal congestion, reduces chest congestion, dries up runny nose, suppresses coughing, and helps you rest. When looking at the perception and brand’s purchased graphs, provided at the end of this report, we see that we are not doing very well with the allergy market or perceived effectiveness of allergy symptoms; however, because Allround isn’t an allergy medication we do not have to worry about how we are perceived in relieving those symptoms. Because we are perceived high effectiveness in fever in all three...
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