Question

Using the full spectrum of segmentation variables, describe how these companies( in Dominica) may have initially segmented and targeted their respective Markets. (Which variables did they use to segment their market?)

1. L'Express Des Îles

2. KFC

3. Astaphans

4. Beauty Wise

5. Going Places

Answer 1

1. L'Express Des Iles is a travel management company offering inexpensive and pleasant ferry services to travel. It has segmented the market based on behavioral variables such as lifestyle of the consumers. The market is segmented whether the people are travel freak or travel aversive people. The market is segmented based on Demograhpic variables such as income of the population as they provide inexpensive ferry services to travel.

2. KFC : KFC has segmented the market based on Demographic, Geographic and Psychographic variables. The market is segmented based on Gender and age group of the population.

Gender : Male , Female

Age : Youth, middle aged and Old age population (Target : Youth population)

Geographic : Asia, Africa, China, America, Europe (All over the market)

Psychographic : Behavioral variable : Fast food lover, Proper meal lovers (Fast food lovers)

3. Astaphans

Geographic Segmentation : America, Europe, Asia, Caribbean Islands, North America (All over the market)

Demographic Segmentation : Low Income and High Income Population (Low income population)

4. Beauty Wise

Demographic Segmentation : Young population, Old Age population (Youth population)

Psychographic : Lifestyle characteristics : Natural product lovers, Chemical based products (Natural product lovers)

5. Going Places :
Demographic Variables : Youth, Medium Age and Old Age population ( Youth population)

Psychographic Variable : Comedy lovers, Sad movie lovers( Comedy lovers)

Bold lifestyle of the population : Vulgarity lovers