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Marketing is about finding out what people need and want and then developing a product offering (product, price, placement, promotion) that satisfies those needs and wants.  Therefore, segmenting a market on the benefits that people are seeking from the product makes a lot of sense.  Consider the market for cars.  What are the main benefits that people are seeking from owning a car?  For some, economy is the key issue, whereas for others safety, power, comfort, or status may be more important benefits.

Activity 7

Consider the market for Bambi woollen under-blankets. 

What are the main benefits that people may be seeking from purchasing a woollen under-blanket? 

Can you identify some discrete market segments for this product based on benefits sought?

Feedback on Activity 7

Next step - usage rate segmentation

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Effective market segmentation is the key to profits

The information on this site has been developed by Dawn Birch, Senior Lecturer in Marketing, University of Southern Queensland and is based on Summers, J, Gardiner, M, Lamb, CW, Hair, JF, McDaniel, C 2009, Essentials of Marketing, 3rdEdition, Thomson, Victoria.

Contact webmaster: Dawn Birch                                                                                Last edited Wednesday November 19, 2008