Specify pros and cons for Mosaic segmentation.

Pros :

Mosaic Romania is accurate meaning they classify consumers into 45 neighborhood types
aggregated into 10 groups. All very descriptive those cover all the needed segments.

They use neighborhood segmentation which is a more practical technique then the ones used by
other such companies.

They provide an informed basis for targeting both government and community programs.

They are updating their data basis annually.

Cons:

Maybe the only con is the variables that they cannot control properly so the accuracy in being
lowered.

Give examples of products/services which can use

this segmentation
A lot of companies use segmentation in order to “put on the shelf”the suitable product for the
target market. Mosaic segmentation is geographical more than anything so a good example of a
firm using at full potential this tool is food. In Romania over 40% from the population lives in
the rural area. Automatically for the undeveloped parts food variety is not that vast whereas
in the big cities people are always on the run so the food has to be fast, easy to get to and a
lot of assortments to keep the clients interested.

The beauty industry uses the difference between genders in order to attract the wanted
segment of people. Also, coming back to the rural arias, women care less about how they look so
it’s not advisable to place a company there.