Segmentation Essay

2053 Words9 Pages
Draft Article – Segmentation New Vs Old

Client - Kellogg’s

The strategic marketing planning process flows from a mission and vision statement to a selection of target markets, and the formation of a specific marketing mix and positioning objective for each product an organisation will offer. Leading authors like Kotler present the organisation as a value creation and delivery sequence. In its first phrase, choosing the value, the strategist “proceeds to segment the market, select the appropriate market target, and develop the offer’s value positioning. The formula – segmentation, targeting, positioning (STP) – is the essence of strategic marketing.” 1

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More recently, the company created a line of |
| |low-carbohydrate meals designed for the growing number of Atkins followers. |

The case snapshot below illustrates how Gatorade targets multiple segments to which the same product appeals on different levels. 8, 9, 10

| |Gatorade segments its market into different personality groups - female empowerment, sports and |
| |masculinity, and urban youth with sports ambitions to focus its marketing efforts towards each separate|
|[pic] |personality segment. The company developed the slogan, “Is it in you?” which resonates with the |
| |proportionally high percentage of urban youth who seek to enter professional sports. Also, the company |
| |airs commercials of Michael Jordan and other male athletes dripping Gatorade-coloured beads of sweat, |
| |portraying Gatorade as a fuel for serious athletes. In a series of new advertisements, Gatorade targets|
| |women by showing female athletes such as Billie Jean King celebrating and thanking Mia Hamm for her |
| |accomplishments in football and in furthering sports

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