Segmentation, Targeting and Positioning

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Segmentation, Targeting and Positioning

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Segmentation, Targeting and Positioning

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Segmentation, Targeting and Positioning

Market Segmentation.

Kinder Bueno has divided the market into several distinct segments that have common needs and wants and will respond similarly to a marketing action. The following are the chosen segment variables:

Demographic segmentation –Kinder Bueno has decided to aim their campaign towards Australian women between the ages of 18 and 45 years old. These women are predominately working class women with a stable income and are socially active within their life.

Geographic segmentation – Based on geographical segmentation, the target market for Kinder Bueno will be divided into various states. The campaign is targeted to women across Australia in NSW, Queensland, South Australia, Western Australia, Victoria, Northern Territory and ACT. The following table will outline the percentage range of women within each state/territory within the intended target market age group.

STATE.

PERCENTAGE OF WOMEN (18-45)

CAPITAL CITIES

REMAINDER OF STATE

NSW.

Sydney SD – 3.1% - 3.6%

3.3% - 3.65%

VICTORIA.

Melbourne SD – 3.2% - 3.7%

3.0% - 3.5%

Queensland.

South East Queensland – 3.4% - 3.6%

3.1% - 3.4%

South Australia.

Adelaide SD – 3.3% - 3.6%

3.0% - 3.6%

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