Segmentation Essay Example for Free

Segmentation EssayMarket constituentation is where foodstuffers split the market into groups with similarities that would make it easy to marking their point of intersection to the consumers, if they do non do this thus they could waste money and clipping on targeting the wrong bulk. The company would be trying to maximise their sales so that they can gain as much money as possible. Using market segmentation could mean a championship could gain a commercialised advantage as they would be advertising to a specific audience, they would be matching target audience and the product effectively. Demographics atomic number 18 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 advertise keen meals to children because they would keep bugging their parents to take them to get them it. Geographics are where the companies target market would be to a group because of whe re they live, for example an expensive store wouldnt come to Burnley because most of the residents are working screen push through and dont yield 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 people with a rubicund 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 accordingly the companies wouldnt brace a reliable understanding of the people they are trying to advertise to.ACORN or A Classification of Residential Neighbourhoods, is used to segment the market into different classifications, the classifications are split up into 5 categories, which are Wealthy Achievers rich people who already thrust good, well-paid jobs, Urban Prosperity wealthy people who are aspiring to control good, well-paid jobs, Comfortably Off people arent particul arly wealthy but have a decent surface house etc. Hard Pressed lower classed people, who are live in high rise flats etc. Moderate Means working class people, live in terraces. Another method of segmentation the public are is a system cr expeled by Experian called Mosaic, this assigns people to groups based on their post code, vicinity etc. and it makes assumptions about peoples likes, dislikes and lifestyles based on their postcode area. A Career professionals living in sought by and by locations B Younger families living in newer homes C Older families living in suburbia D Close-knit, inner city and manufacturing town communities E Educated, young, single people living in areas of flying populations F People living in societal housing with uncertain employment in deprived areas G Low income families living in realm based social housing H Upwardly mobile families living in homes bought from social landlords I Older people living in social housing with high care nee ds J Independent older people with relatively active lifestyles K People living in inelegant areas far from urbanisationMcDonalds target markets are happy meals, saver menu, portion sizes, fillet oFish, breakfast and hot drinks the happy meal is targeted towards children as they give use pester power to make their parents take them to McDonalds. They sell small portions that contain a healthy snack and you get a muster out short-change 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 thusly not a lot of children would see it the happy meal would also suit the elderly as they wont be able to eat a big 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 spend a lot of money on the larger meals and they can spend it more important 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 starved 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 serious getting chips, this is good as well as it McDonalds look like they are family orientated and they dont miss 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 wa rm drinks like coffee or hot java etc. McDonalds exit 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 eff 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 appealing to all generations of families, These services aim towards providing friendly environments for the customers to have fun at and do it meals at affordable prices. They will be close families, as they will be visiting places with the idea of where is best suitable for the kids and themselves to enjoy themselves. The gender is not again specific as families could be of mixed gender. The age range will be from 1+ as a nice little pleasure trip to McDonalds with the family is always nice.Parents with Children parents with children will take t heir child to McDonalds to give their children a treat. This is a product that McDonalds has produced to attract children between the ages of 1-10, as it has a bump toy with the meal it is aiming to attract children and not only will the food 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 why they are attracted to the saver menu, the saver menu is where you can buy food for a reasonably price. Also teenagers are known to be the main users of social networking sites and users of the internet, so the idea of free WIFI acc ess 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 affordable price and the target market for the free wifi will be in general teenagers as a stop at a restaurant for a quick check of their social networking sites will tempt 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 short break. The lifestyle of these regular workers will be busy 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 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 metrical with their diets as they can be more affected easily health wise with regular takeaway consuming.A Business 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 touch on a busy work schedule, as they can use the drive thru, McDonalds have many drive thrus which is a service that makes it efficient for people t hat 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 womanly as in the modern world. The age range of established and busy business people is most likely to be about 30+.