Segmentation Essay Example for Free

Segmentation testMarket segmentation is where marketers split the market into groups with similarities that would make it easy to goat their product to the consumers, if they do non do this then they could waste money and time on tar trounceing the wrong hoi polloi. The comp both would be difficult to maximise their sales so that they toilette gain as much money as possible. development market segmentation could mean a business could gain a commercial advantage as they would be advertising to a specific audience, they would be matching tar remove audience and the product effectively. Demographics argon where the companies target market would be to a group because of their Gender, age, race/nationality, family size, occupation and education. For example McDonalds labour skilful meals to children because they would keep bugging their p bents to take them to get them it. Geographics argon where the companies target market would be to a group because of where they live, for example an expensive store wouldnt come to Burnley because most of the residents atomic number 18 working path and striket take over a lot of money.Psychographics are where the companies target market would be to a group because of personality, lifestyle and interests. For example subway would advertise to spate with a healthy lifestyle. These segmentation methods are used to split up the market so business can find the perfect target market, if companies didnt use these methods then the companies wouldnt have a secure understanding of the people they are trying to advertise to.ACORN or A Classification of Residential Neighbourhoods, is used to segment the market into assorted classifications, the classifications are split up into 5 categories, which are Wealthy Achievers wealthy people who already have good, well-paid jobs, Urban Prosperity wealthy people who are aspiring to have good, well-paid jobs, Comfortably Off people arent particularly wealthy but have a decent sized house etcetera Hard Pressed lower classed people, who are live in naughty rise flats etc. declare Means working class people, live in terraces. A nonher method of segmentation the public are is a system created by Experian called Mosaic, this assigns people to groups based on their post code, neighbourhood etc. and it makes assumptions some peoples likes, dislikes and lifestyles based on their postcode area. A Career professionals animate in sought after locations B Younger families living in newer homes C Older families living in suburbia D Close-knit, national city and manufacturing town communities E Educated, youth, single people living in areas of transient come inulations F nation living in social housing with uncertain employment in deprived areas G downhearted income families living in estate based social housing H Upwardly mobile families living in homes bought from social landlords I Older people living in social housing with high care needs J I ndependent older people with comparatively active lifestyles K plurality living in rural areas far from urbanisationMcDonalds target markets are happy meals, saver calling card, dish out sizes, fillet oFish, breakfast and hot drinks the happy meal is targeted towards children as they leave alone use tap power to make their parents take them to McDonalds. They sell small portions that contain a healthy snack and you get a free illumination in them, the toy is themed towards a childrens cartoon film, they normally advertise on nickelodeon, cartoon network and Disney channel because thats what most children watch.They advertise after 3 oclock because thats when most children get home from school as if they advertised before 3 oclock then not a lot of children would see it the happy meal would in any case hold the elderly as they wont be able to eat a outsized meal. The saver menu would suit students and people who dont have a lot of money it would suit students as they wont have to go past a lot of money on the larger meals and they can spend it more crucial things or going out at the weekend. It would suit people who dont have a lot of money as they are relatively small portions and it is only 99p for a burger so it is a cheap.The portion sizes would be good for when people who arent particularly hungry or they are really hungry, as if they arent hungry they can get a medium meal, If they are really hungry they can get the large meals. This is good as it creates more of a target market for McDonalds to attract. The Fillet oFish as people who dont like eating meat can get this instead of just getting chips, this is good as well as it McDonalds look like they are family orientated and they dont turn tail anyone out.The McDonalds breakfast suits people who have to get up early as they do normal breakfast meals instead of a burger they could get sausage or something else. The hot drinks are good for when it is winter as people wont want cold drinks as they would want warm drinks like drinking chocolate or hot chocolate etc. McDonalds will have a variety of different targets for their products and services. 4 examples can look at Families Families are targets as when families go out, they normally go to places that the kids will approve as if the kids arent happy, then parents will not be happy as they will be seeing their children unsatisfied with where they are.McDonalds will advertise all they can to make it look more likable to all generations of families, These services aim towards providing friendly environments for the customers to have fun at and enjoy meals at low-cost prices. They will be close families, as they will be chideing places with the idea of where is best desirable for the kids and themselves to enjoy themselves. The gender is not again specific as families could be of mixed gender. The age roll up will be from 1+ as a nice little outing to McDonalds with the family is ever so nice.Parents with Children parents with children will take their child to McDonalds to give their children a treat. This is a product that McDonalds has produced to attract children surrounded by the ages of 1-10, as it has a free toy with the meal it is aiming to attract children and not only will the aliment be a treat but they will also get a free toy to play with. The target markets for happy meals is the parents buying their children food will be identified as young children ranging from ages of 1-10 as the toys that come with the happy meals look suitable for children of that age.Teenagers Teenagers usually have limits to how much they can spend on food, As they may have limited pocket money or more important ideas of something they may want to purchase so cannot afford to spend their money on fast food. This is wherefore they are attracted to the saver menu, the saver menu is where you can buy food for a reasonably price. similarly teenagers are known to be the main users of social networking sites and users of the internet, so the idea of free WIFI gateway available in their restaurants is also another way to attract people to their restaurants.So, the target market for the saver menu will be identified as someone who wants to enjoy McDonalds at an cheap price and the target market for the free wifi will be mainly teenagers as a stop at a restaurant for a quick check of their social networking sites will bewitch them to buy something quick to enjoy whilst they are in the store. The age range for both the saver menu and WI-FI will be from 16+ as people from the age of 16 + are identified to be the age range of social networking sites and the saver menu is for everyone.Local Workers Whilst on their breaks local workers may pop in to the closest McDonalds, they have nearest to them to have a hot meal as its usually served very quickly and this makes it very efficient for the workers as they may have a unequal break. The lifestyle of these regular workers will be grumpy as they are working and may not have enough time in mornings to prepare dinner before they leave so they visit cafe/restaurants that are close by to eat in at and then head back end to work.Also, they will need reasonable prices as they may have budgets for their dinner/meals. Gender of local workers will also not be specific in this case as you can be of any gender to have a job. The age range will be that of 18+ to about 65, as 18 is the age you most people start working and usually people retire at 65 and are not likely to be regular customers, as fast food places as due to being older than maybe teenagers, they have to be more careful with their diets as they can be more affected easily health wise with regular takeaway consuming.A billet Person a business person will visit McDonalds during the morning, maybe for a brew or the breakfast, Also their food can be eaten in a vehicle without it affecting a take work schedule, as they can use the drive thru, McDonalds have many drive thrus which is a service that makes it efficient for people that may not have enough time to eat in to enjoy their products in their vehicles.The target market for a drive thru will be busy people that do not have enough time to eat in. The gender for business customers will be both male and female as in the modern world. The age range of established and busy business people is most likely to be about 30+.