Segmentation Paper
RUNNING HEAD: SEGMENTATION
Segmentation and Target Market
Leanne Gatin
MKT/571 Marketing
September 15, 2014
Isaac Owolabi
Introduction The goal this week was to write about the segmentation of the industry of choice, as well as the target market of that industry. The industry of choice is Walt Disney Company. There are two major segmentations of the company. Those are the entertainment industry which is radio, movies, videos, and music CD’s, and consumer products which includes, clothing, toys, housewares, etc. Disney does not have a target market. The company is loved by young and old. The movies are seen and purchased all over the world by every ethnicity, race, gender, and religion. The message is that dreams can come true no matter who you are or where you live. Demographic segmentation according to Kotler, P., & Keller, K. L Marketing management (2012) refers to gender, age, income, occupation, family size, education, religion, race and nationality. Disney Junior that is specifically made for younger children, and Disney Radio and Disney Channel which has programs for tweens and teens. For the older fans, there is action movies and home products that are loved by young and old alike. The Disney characters are easily related to for both genders. Family size Walt Disney Company tries to market to middle-income families which can be single parent homes, or multiple children homes. Movies and programs include all races and nationalities, and is targeted for all generations. The recent movies have included Native Americans, Scottish, Arabians, and Chinese characters. Psychographic segmentation according to "The Walt Disney Company" (2011), “is based on personality, motives, lifestyles and geodemographics.” Motives are a strong segmentation for Walt Disney Company. The Disney Company uses positives motives in programs and movies directed to all age groups. There is a strong positive attitude that is portrayed with happy endings. This way all
Segmentation and Target Market
Leanne Gatin
MKT/571 Marketing
September 15, 2014
Isaac Owolabi
Introduction The goal this week was to write about the segmentation of the industry of choice, as well as the target market of that industry. The industry of choice is Walt Disney Company. There are two major segmentations of the company. Those are the entertainment industry which is radio, movies, videos, and music CD’s, and consumer products which includes, clothing, toys, housewares, etc. Disney does not have a target market. The company is loved by young and old. The movies are seen and purchased all over the world by every ethnicity, race, gender, and religion. The message is that dreams can come true no matter who you are or where you live. Demographic segmentation according to Kotler, P., & Keller, K. L Marketing management (2012) refers to gender, age, income, occupation, family size, education, religion, race and nationality. Disney Junior that is specifically made for younger children, and Disney Radio and Disney Channel which has programs for tweens and teens. For the older fans, there is action movies and home products that are loved by young and old alike. The Disney characters are easily related to for both genders. Family size Walt Disney Company tries to market to middle-income families which can be single parent homes, or multiple children homes. Movies and programs include all races and nationalities, and is targeted for all generations. The recent movies have included Native Americans, Scottish, Arabians, and Chinese characters. Psychographic segmentation according to "The Walt Disney Company" (2011), “is based on personality, motives, lifestyles and geodemographics.” Motives are a strong segmentation for Walt Disney Company. The Disney Company uses positives motives in programs and movies directed to all age groups. There is a strong positive attitude that is portrayed with happy endings. This way all
References: Kotler, P., & Keller, K. L. (2012). Marketing management. Retrieved from Kotler, P., & Keller, K. L, MKT/571 Marketing website. The Walt Disney Company. (2011). Retrieved from http://thewaltdisneyco.blogspot.com/