Question

Kaiser permanente Compile a list of segments that could be defined within the organization's overall market, and determine the most likely bases for differentiated product or service offerings?

Answer 1

• Kaiser Permanente is a company that is a healthcare provider.
• The organization is one of the biggest health-care entity frameworks in America.
• The company has several health care plans and various health-related services in its product portfolio including various cosmetic services
• Segmentation is done on the basis of various demographic factors & psychographic factors and variables.
• Segmentation is the process of dividing the overall population into different groups that are formed on the basis of similar characteristics.

Demographic Factors involve the following :

1. Age-Wise Segmentation: The company segments the people in the age group i.e between the various age groups.

In the present scenario, the age group is=>

• The age group of 25-50 => Cosmetic Service which targets to enhance their looks
• The age group of people belonging to the age group of 40-50.=> Cosmetic Services which are related to the maintenance of beauty and looks.

2. Gender-Based-Segmentation: Presently the target is on women for their cosmetic procedures but they are slowly targeting men also. However, the target approaches are different according to gender.

3. Income-based-segmentation: Segmentation according to the level of income of the people. Since the services that the company offers are a little expensive in nature, hence most of the customer's the company is targeting belong to the affluent group i.e people who can afford the expensive services.

4.Generation-based-segmentation: Segmentation according to the generation of people i.e Gen Y, Millenials, Baby Boomers, etc. This segmentation is based on the preference of the various types of services the different generations might be interested in and so that the company can appropriately formulate the targeting plans.