ASSIGNMENT # 3

Assignment # 3

Name of the Writer

Name of the Institution

Assignment # 3

Market Segmentation

A marketing concept which breaks up the whole market set up into smaller subsets encompass consumers with a similar preferences, demand and taste is known as market segmentation. There are two types of segmentation variables, namely customers need and customers' profilers. Arimount segment their market based on profilers, in particular on demographic basis. Arimount will try to reach are men, women and teenagers, who are constantly on-the-go and lead an active life. Arimount segment consist of individuals who have similar interest and think on the same lines, or respond in an identical way to market fluctuations (Lamb, Hair & McDaniel, 2011).

On the other hand, Arimount marketers will segment the market into smaller fragments depends on gender. However, marketers will focus on the common need that the deodorant will work longer, and the new product of Arimount met the need of customers, as the new product works for about 5 days.

Arimount segment their market based following steps: Firstly, Arimount identify their target market on two categories such as gender (men and women) and to some extent age (teenagers) to address a common need to feel fresh for longer duration; for instance, five days. Segmentation facilitates marketers to decide on promotional schemes and marketing strategies. Once target audience will be identified then needs of target market will be determined, here effective interaction between customer and company is crucial to understand the demands and interest of consumers.

Arimount to ensure that the market is segmented appropriately, further fragment market into subgroup for better results. The two broad segments of men and women are categorized into teenagers, as they have a huge deodorants market share. Then, marketers will review the preferences and needs of customers with reference to each segment ...