Unit 3 P5

Unit 3: P5 - Explain how and why groups of customers are targeted for selected products.
When targeting a group of customers a business needs to choose an appropriate type of segmentation method. There are 5 types of segmentation that a business can use to target their customers.
Demographical: taking a certain segment of the population and grouping them according to categories such as age, gender, income, occupation and so on.
Psychographic: when a certain segment of the population is taken and grouped into how people choose to live. This includes things like; lifestyle choices, activities, interests, opinions and so on.
Geographical: taking a certain group of the population and grouping them into segments such as regions, countries and continents.
This includes things like; lifestyle choices, activities, interests, opinions and so on.
The aim of Hussana is to introduce a Halal alternative to the current high street products. Many of which contain alcohol and other Haram ingredients from different animal parts. All of Hussana’s range contains no alcohol or animal products. The launch range consists of Shampoo, Conditioner, Body wash, Moisturiser, Cleanser, Face scrub, Lip balm, Baby shampoo, Baby lotion, Baby oil and Baby bath. The range is suitable for both male and female use.
Because of their products, it is easier for them to target audiences who want to use more Halal products. Also due to their range of skin care products, it is mostly aimed at women who want to keep their skin care up to shape.
Hussana products range from £2-£40 with variety of products to suit different skin needs and different varieties. The higher priced products come in bundles and also have products that are suitable for babies.
Competitors such as Body Care have more costly products than Hussana as single products can range from £11 and upwards. This makes it easier to say that Hussana is a cheap brand for skin
An example of a business that uses B2B Segmentation is Microsoft. Microsoft Corporation is an American multinational corporation headquartered in Redmond, Washington, that develops, manufactures, licenses, supports and sells computer software, consumer electronics and personal computers and services. http://en.wikipedia.org/wiki/Microsoft B2B Segmentation usually avoids focusing on the product and instead directs the attention towards the benefits for each segment. B2B Segmentation also avoids focusing on company size as a means to meet customer needs. By putting companies in categories by how many employees they have, these segmentations can miss important insights and make smaller companies feel that their needs won't be met.
Business-to-business segmentation needs to be useful to the company. While companies can do vast amount of research, the segmentation information needs to be relevant and actionable.
To create a clear market positioning that can be tested. An example of a positioning statement is: To information systems managers, Microsoft is the brand of software package that provides the most value for the price because of added functionality, service and competitive