Each person has his/her own needs or preferences for a product, services, basket of goods. For this reason companies cannot satisfy to everybody but they look for the way to satisfy to a broad group of people. This is the cause of the existence of market segmentation. Segmentation is a marketing management technique which can help firms to find ways of establishing a competitive advantage.
Marketers design a marketing mix program, and also its policy, aims to specific needs of a segment that company has chosen to launch its product. Apparently, it can be easy but it is not. Companies have serious problems when they want to itself in international market, due to wide divergence in cross-border consumer needs and preferences. Consequently, one of the main objectives of many companies is the segmentation of their targets, in other words, who are the addressees of their product.
It is necessary to consider that market segmentation is the logical outgrowth of the marketing concept . This means that market segmentation break the borders of the market into various groups of consumers from different countries.
This would be effective if segments are identifiable, sizable, accessible, stability, responsive, and actionable. Therefore, companies would get a good job if they define the segment, which they want to focus, with these features.
The question is whether companies should invade all the segments at once or whether they should pick them off one at a time? In this case, Benetton invade all the segments at once around the world.
Segmentation looking for doing quite a lot use of the resources, however Benetton count on a wide range of resources due to Benetton is a good brand. For this reason, Benetton is able to go to all markets around the world. It is an international brand, everybody knows Benetton and when they hear or see this brand, immediately it is associated to its shock advertisements. As such, their traditional advertisements centred on images which promote tolerance, peace, multiculturalism… through posters, media and magazines. In this way, Benetton has tried to take its message to a global audience.
For this reason, brand appeals to a very large range from children to people in their 40s, 50s. But, the target audience of Benetton, the youth of Europe, is actually rather aware and concerned about social problems around them. It is showed in his advertisement, which appears impressive images. These images are a serious critic to racism, violence, injustice and all values which people fight to eliminate of society. Companies want to appear as the most caring and aware, presenting issues that the (young) consuming public are concerned about (Tinic 1997) . Nonetheless, young people are rebellious sector so that these images are directed to this segment of population. When young people buy these apparels, they demonstrated that they are against to racism, violence, anorexia, SIDA and so on. They are of high-middle level and average of age no more than 40 years old, because the population who are 40 years old ahead do not use to like these kind of advertisements due to these ads are scandalous. However, young people take part in it like, for example in spring-summer 1991, the campaign against SIDA, Benetton launch an advertisement with a lot of colourful condom.
Firstly, marketers have to take attention; this means to give procedures for identifying market segments, choosing the best market segments in which to operate and deciding the strategy to effect in entering market segments.
Therefore, the way to identify the market segments is to classify in a preliminary screening market all countries and then to choose a criteria to screen countries.
The most important part is what countries to choose. Expanding market segments intuitively may seem to be the most appealing, and also the segmentation in developed countries are most visible than an emerging market. However, it is necessary to take into...
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