Name: Delosata, Angela Ann D.

BSLM-2A

CONSUMER RESEARCH AND MARKET

SEGMENTATION
Zest-O Corporation is a food and beverage company in the Philippines it was founded
in 1981 as SEMEXCO Marketing Corporation by businessman Alfredo M. Yao, it used
demographic criteria which it segmented by its products “natural juice” through its
customer’s age as stated that most of the consumer are children and mother. Their childhood
would not be the same without Zest-O juice drinks as a staple of lunchboxes, birthday parties
or even households. It takes advantages in soft drinks by which customer can select or choose
more varies of flavors than its substitute product but with a reasonable price for the
consumer. Since Zest-O ready to drink juices are healthier than soft drinks or other
carbonated drinks, it targeted a thirsty health conscious individual who in a rush as for the
psychographic criteria in which it is fast cooling, it would be also in geographic criteria
owing that it would be a big help as a refreshing beverages amidst of summer season. Zest-O
Corporation nailed their market strategies as for selling the product by the used of market
segmentation instead of broads market selling. Initially it can spot and compare the market
opportunities by means of examining the needs of consumer and determine to what extent the
current offering satisfies these needs, and would be better allocate the total marketing budget.
The Zest-O can modify the product/service and marketing appeals to suit the target segment
of the consumer, it would be an eye-opener for facilitating the realistic selling for prioritizing
the target consumer as stated that the children and the mother are the most in which the
corporation can prioritize the well deserve consumer. It stated that the Zest-O Corporation
reach the first spot for years by the used of segment market for competing to other, for that
reason Zest-O corporation used the segment market than broader general markets as stated
that it may be more appropriate to prepare an overview of reviews and may be unwieldy, and
more appropriate to present as an overview of reviews and working with a smaller pool of
people, you need to spend time learning about your target audience to decide what drinks
freshener will resonate well with them. By the concept of segment market as for the research
that the main objective of segment market is to sell more products to more people, more often
that they can do. Otherwise, the product differentiation is merely focused on the consumers’
attention on one or more key benefits of a brand that make it better than other choices, it may
be reflected to be tangible or intangible by the products image who may caught to distinguish
out pf all competitors eyes. To put into account segment market and product differentiation
are both distinct, important marketing strategy concepts. Product differentiation refers to the
basic need to have product-related qualities that set your brand apart from the competition
and merely eliminates the appeals and features of the product and even the services that they
may give to the consumer/costumer. Market segmentation is the breakdown of a large target
audience into smaller, more homogenous groups of customers. It merely says that product
differentiation focused into the product and services who they can give while for the market
segmentation merely focused to the consumer/customer needs and want. Market aggregation
is a marketing strategy in which marketing is done to a mass number of people belonging to
the same segment of demographics having similar kinds of needs and wants, the corporation
production cost and as well as the marketing cost can reduce which can leads to the reduction
for the cost to the customers by means of product differentiation the corporation make stand
their product in the market for rival companies. Another advantage of the market aggregation
is that since in this a more extensive section of people are targeted the companies get
the opportunity to promote their products and brands in a broader market and hence giving
them a lot of opportunities. Putting everything into account that when marketers use market
segmentation it makes planning campaigns easier, as it helps to focus the company on certain
customer groups instead of targeting the mass market. Segmentation helps marketers to be
more efficient in terms of time, money and other resources, market segmentation allows
companies to learn about their customers. They gain a better understanding of customer’s
needs and wants and therefore can tailor campaigns to customer segments most likely to
purchase products and how does market segmentation takes a bigger advantage when it came
to marketing.