Philippines Market Segmentation

Cigarette companies use trends, age, culture, and other things to hook a person to their product. The companies mainly target teens because of their ignorance and teens who get addicted that young will likely be customers for life. Tobacco is promoted on almost every television network and 1/3 of adolescent experimentation with smoking results from the advertising. (Tobacco Free Broome and Tioga) Not only are cigarettes promoted on TV, but their promoted throughout everyone’s lifestyle. Maybe a role model you have, maybe one of your parents, or maybe a celebrity you enjoy following... any one of these people could smoke and the mindset of many is, “if they’re doing it, so can I”. Mike Magee smoked his first L&M cigarette when he nine years old, his parents smoked and kept cigarettes in the house and therefore they were accessible. He and his siblings said that learning how to smoke was

Tobacco, Smokes, Cancer Sticks, Chew, Dip, whatever you want to call it, has been poisoning the innards of individuals since the days of the prehistoric Mayas of Mexico at around 600 to 900 A.D. This tobacco craze would resume in the society of the American Indians and later to the European settlers. In the early seventeenth century, tobacco was the chief cash crop of America’s first colony, Jamestown Virginia. This crop would continue to flourish in throughout history. By the early 1900’s, The American Tobacco Company was the leading and most influential tobacco corporation. The game completely changed at the time of the two World Wars however. Soldiers began receiving free cigarettes and the industry began targeting women as potential costumers as they were gaining new rights and liberties in society at this time. In 1964, the cigarette empire began to see its decline when the Surgeon General of the U.S. wrote a report about the dangers of cigarette smoking. After this statement by “America’s doctor”, legislation did everything in their power to detour people form purchasing these harmful products. They have gone as far as to make tobacco companies label “caution” on their products. Tobacco companies have recently been having trouble selling their

It is striking how much our world has changed in the last 75 years; our technology as well as our knowledge has advanced by leaps and bounds. The World War II era was a time of rampant progression for America on many levels. Women entered the workforce out of necessity, and as a result women became a driving force in the economy: they made money, and they spent it. Marketing agencies understood this and they began tailoring their advertisements toward women. When war broke out and we began shipping our men off to battle, marketing agencies used the American people’s sympathies toward our soldiers to sell more products. With the limited knowledge about the products they were selling, advertisements from this era focused more on how the item made them “cool”, how it was “good for you”, and how it was the better than the rest – all without truly understanding the product, or the long – term effects it might create. Modern advertising has changed dramatically, with the advancement of so many fields; we have more information about the products that are being sold, and there are many more regulations about truth in advertising. It’s a completely different playing field for marketing firms today, they have to employ far more creativity to hook an audience and get their message across than our counterparts in the WWII era. Advertising has a powerful role in shaping the culture of a nation, and has the power to change self-perception. Cigarette advertisements are one of the best

Niche marketing is a portion of market that you have identified as having some special characteristic and that is worth marketing for.

According to Horner and Swarbrooke (2005: 39), Segmentation may be defined as the process of dividing a whole market into subgroups or segments for marketing management purposes. Market segmentation is the division of the overall market for a service into various categories with common characteristics. In response to different segments, organisations facilitate the available resources to achieve greater efficiency, in order to satisfy specific needs of customers.

In order to market the product into the market successfully, marketers need to have some marketing strategy to enter the desired market and make profit. Market segmentation is the process of dividing a market into subsets of consumers with common needs or characteristics (Schiffman et al., 2011). Understanding the market size and segmentation is valuable, but the keys to effective targeting is to know just how valuable specific consumer groups are, and being able to quantify the impact of consumer trends ( Berry, 1999).

In simple terms, niche (marketing) can be defined as fulfilling the needs of a tightly-defined market segment (Kotler and Keller 2006).

The segmentation has been done on the basis of buying behavior of the customers. Knowledge of segment buying behavior can help redirect marketing resources for profit gain.

As every customer has unique needs and expectations towards certain products, the ultimate goal of market segmentation is to organize customers into groups which allows targeting of customers with similar needs of and response to the products. The key is to minimize differentiation within each segment

Chesterfield came up with a campaign that used the slogan, "Blow some my way." And Lucky Strike hit the jackpot by urging women to "Reach for a Lucky instead of a sweet." In other words, smoking Lucky Strikes was a good way for women to avoid gaining weight.

After segmenting the market there is a need to narrow down to a specific target, this achieved through target marketing, which breaks down the clientele into primary, secondary and tertiary categories (Dibb & Simkin 1996). From the empty seats in the restaurant it could be true that City Grill employs niche marketing to reach its target group. Niche market in simple terms is selecting a small group within a large group. By offering steak as their main delicacy they have specialized in a small group or a niche in the extensive restaurant industry.

Smoking tobacco has been a part of American culture since its very conception. Throughout our history, tobacco has been advertised as a simple pleasure for those who seek it out. Whether you are sitting on the porch with a couple of friends or in a dimly lit jazz club, tobacco ads give off a false sense of comfort, power, and success. Until around the mid-1900’s, smoking cigarettes was not considered unhealthy. It was only later that the public realize the detrimental health consequences that came with smoking tobacco. To spread this information, specific advertisements were aired to help inform the public of the dangers of smoking. While these ads have changed over time, the same message and warning still remains evident.

Segmentation is a tool; purpose is to choose target market.Segmentation comes prior to target market Many different tasks are involved other than segmentation when choosing target market Look at each segment on its own as an individual marketing opportunity. Potential worth of each segment To examine whether the whole market should be chosen or only few segments To find segments which are less satisfied in market from competitor brand.

Market segmentation is an approach used by a company to select their target market and provide data for a marketing plan. “Market segmentation consist of a two-step process; naming broad product markets and segmenting these broad products-markets in order to select target markets and develop suitable marketing mixes” (Perreault, Cannon, & McCarthy, 2014, p.97). There are 4 categories pertaining to market segmentation; behavioral, geographic, demographic, and behavioral.

According to Blythe (2010), segmentation, targeting and positioning are fundamental to the concept of meeting customer need. This essay will outline and analyse these fundamental tools of marketing in an academic setting, in addition to, assessing how an organisation of my choice applies them in a working environment. Included in this essay, will be an academic discussion of the advantages of market segmentation, targeting and positioning drawing upon views of various scholars. Furthermore, I will provide a profile of my chosen organisation as well as an assessment of their market segmentation, targeting and positioning strategies. The essay will finish with a summary of the main points and will draw conclusions based on the evidence which has been presented.