CASE STUDY

Market Segmentation



Market Segmentation

Introduction

The Pall Mall Dining Club is among the famous restaurants of India because of it is an association with bollywood actor Sanjay Dutt. Besides its association, the food served at this place is taste and variety of food available over there. The concept of "market" has acquired many meanings. Initially the market was understood as a physical place, which brings together buyers and sellers to exchange goods and services. To an economist market is the aggregate of all buyers and sellers involved in the exchange of goods or services. In this paper, we will be discussing target market segmentation for The Pall Mall Dining Club in order to expand its market (Hamill, 1997, 300).

Discussion

Segment the market

Restaurant business gives many examples of segmentation according to different parameters. The fact that each group of customers in the market catering services has its own requirements for quality and variety of dishes, the restaurant cannot serve all customers equally effectively. Restaurant must distinguish easily accessible from the remote client group, and segments of non-responders. In order to get at least a small advantage in the competition, the restaurant should examine market segments, select one or more subgroups of clients within the common market and concentrate on that match their preferences (Griffith, 1999, 10).

Profile for your target

The restaurant and bar commerce is moving in the direction of a more entertainment-oriented concept. Guests of these venues are not only suggested a dynamic location to accumulate and mingle, but furthermore a location to take part in the amusement through interactive challenges, topic nights, and other events. We propose to use entertainment-oriented trading in an effort to withstand the perpetual move in tendencies and cater to as large purchaser groundwork as possible. Pall Mall scheme is founded on assisting niche markets exceedingly well. The tourist, restaurant enthusiast, enterprise traveler, localized food lovers, students, and the localized service commerce, as well as assemblies going out simultaneously, can all relish the Restaurant experience (Ehrenberg, 2000, 607).

Criteria

Breakdown

Geographical

 

Region

Mumbai, Andheri, Calcutta, And Goa(Proposed), UK (Proposed)

Town Or City

Population 20000-50000 People (Locals And Tourists)

The Population Density

Cities

Demographic

Age

18 - 35

Paul

Male, Female

Family Life Cycle

Married and Unmarried, No Restriction On Family Members

Occupation

Managers, Middle Managers, Students, Housewives, Unemployed, Tourists

Education

High School, Undergraduate, University

Religious Beliefs

Any

Psychographic

Social Class

Middle Class, Upper Middle-Class Layer, The Lower Layer Of Higher Class

Lifestyle

Enthusiastic

Personality Type

Sociable

Behavioral

Desired Benefits

Quality, Service, And Taste

Level Of Commitment

Strong

Attitude Towards Product

Enthusiastic, Positive, Indifferent, Negative, Hostile

Childless Young Professionals

These clients will variety in age from 27 to 35. The Restaurant can apply to this class by swapping the tempo and amusement to be more appealing as it gets subsequent into the evening. We foresee a 15% yearly development rate through expanded popularity (Cooper, 2006, 88).

Students

By conceiving a natural environment that is appealing to College/University scholars, Pall Mall Dining Club can protect a natural progression between the College/University students and professionals. We foresee a 10% yearly boost from this segment (Chernatony, 2001, 186).

Tourists and Business Travelers

More and more enterprise travelers and visitors are finding themselves in India every ...