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Sunday, February 21, 2010

Target Audiences of Nestle Milkpak

Geographic Segmentation

Geographic segmentation approach markets are divided into different units these units may include nations states, countries or even may neighborhood consumer often have different buying habits depending upon where thy reside Geographically Nestle has been very successful in targeting those areas where its competitors are not easily available. So Nestle Delight will have an advantage over its competitors in this case of all purpose milk. Nestle can use its current supply chain to deliver the milk Fto its target markets. A large segment belongs to the northern and rural areas of Pakistan will be covered by Nestle because of strong distribution network. There is a gap in the supply cycle of milk in some critical situations when shortage occurs due to short of raw material supply.

Province wise Segmentation

Ø SINDH

Ø PUNJAB

Ø BALOCHISTAN

Ø NWFP

Demographic Segmentation

Dividing the market in the basis of demographic variables such as age sex, family size, education, income, and social classes are called demographics segmentations.

Nestle is currently targeting house wives, people of all ages especially growing children on basis of its purest form of milk. Young mother’s segment should be addressed for the better growth of their children because the purest form of milk. So, Nestle fulfill the need of complete healthy and nutritious food for everyone in family. Youth is to be addressed with respect to the energy they need to perform their daily tasks.

Age

Gender

Social Class

Occupation

Income Range

4-20

Teen Ages

Middle & Upper

N.A

N.A

20-50

MALE

Upper Upper, Upper Middle, Upper Lower,

Self-employed, Job Holders

50,000-250,000 per month

20-50

MALE

Middle Upper, Middle Middle

Job Holders, Self-employed

10,000-50,000 per month

20-50

FEMALE

Upper Upper, Upper Middle, Upper Lower,

Housewives, Job Holders

50,000-250,000 per month

20-50

FEMALE

Middle Upper, Middle Middle

Housewives, Job Holders

10,000-50,000 per month

Behaviorist Segmentation

Dividing consumer into groups according to their uses loyalties or buying responses to a product is behaviorist segmentation for example product of brand usage degree of usage are combined with demographics and psychographic criteria to develop profiles of market segments Nestle has an advantage that they have already got a strong brand image. People are loyal to this brand, making use of which Nestle can specially target this segment & offer them any new product or highlight any feature into marketing campaign to sell more.

Customers Profile:-

Families, children, Females House wives between the ages of 25-35 who are conscious about health of their children.

NESTLE is focusing People as a whole regardless of demographic, psychographics and geographic. The main target of the firm is PEOPLE. This can be seen from their media and hoardings. Even on the packing design one can see the FAMILY, which focuses all the age groups.

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