Identifying Market Segments and Targets
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Identifying Market Segments and Targets
The identification of market segments and the target is a task that is very important for every organization. Segmentation in marketing has been there, although its definition and use was not as rampant as today. Companies use promotions because they are unable to meet all the customers, and therefore, through the advertisements, the company would have more people being reached out to at the same time. Several characteristics found in the 20th-century adverts show the use of segmentation, even though it has not directly influenced the advertisement (Tybout & Grayson, 2012). A classic example is the Guinness, portraying a dancing man.
The advert of a dancing man, advertising Guinness is a perfect example of adverts that use market segmentation. The demographics used in the advert is gender. The advert is exclusively done by men, both the one dancing and the one serving. Most probably, the advert was intended for men. The fact that adults did the advert indicates that this advertisement was meant for adults. The advert also targets people who drink. The aim is to inform people that Guinness is the best drink compared to others. The person running the advert daces the best, relaxed, when he realizes that he has been given Guinness. The advert concludes with the caption, “There is no time, like Guinness time,” meaning that people who use it rather than use products than others (Classicclips, 2013). Market segmentation can be done due to a new product or for the increasing sales for an already product. For instance, in this case, Guinness was meant to increase sales and build confidence in the product. The bartender indicated that Guinness was superior as even to the others.
References
Classicclips. (2013). Guinness Commercial. The Dancing Man. Retrieved from https://www.youtube.com/watch?v=5Om15TM7t9g
Tybout, A. M., & Grayson, K. (2012). Identifying Market Segments and Selecting Targets. Kellogg on Marketing, 26-55.