Sheikh M Rumman Haroon L1S10MBAM2132 Strategic marketing Assignment No.2 Prof.

Awais Qadeer 19th May 2012

Identify and elaborate the different bases for segmenting consumers and targeting strategies use in the Museum Mini Case. There are number of variables involved in consumer market segmentation, alone and in combination. These variables are: Geographic variables Demographic variablesr Psychographic variables Behavioral variables

In this Case the Museum is segmenting their consumers on the following Bases; Age Education Income Family Life Cycle User Status Demographic Segmentation: Age: The Museum is segmenting their consumers on the basis of age. The Potential and frequent consumers of the museum on the basis of age are the people over 55 years old. And the museum wants to increase revenue by targeting consumers between 35 and 55 years old.

Education: The Museum is also segmenting their consumers on the basis of Education. In this case it is mentioned that the museum target population & loyal customers are the college degree holders. Income: This case also represents that the museum is also segmenting consumers on the basis of income. It is shown in the case that the people who have income over $ 100,000 are the potential customers for the Museum. Family Life Cycle: In this case the target customers for the Museum are the people between 35 and 55 years old and have responsibility for their families, and the case tells that these are less frequent visitor as compared to people of age over 55, because of their family issues and have not enough time due to demand of their childrens and families. Behavioral segmentation: User Status: In this Case the Museum also segmenting their customers on their user or usage status. The segmentation is done on the basis of most frequent and less frequent visitors.

Targeting Strategies Consumer Marketing Strategy: The Museum is promoting by offering discounts on museum entrance, gift shop and by offering special exhibit preview events for members. Segment marketing: The Museum also target the young adults by offering free children art and museum appreciation classes on weekend afternoon that allows younger adults to drop their children off once a week and then enjoy museums exhibit and caf.