ASSIGNMENT – 4
NAME – Prateek
CLASS - MBA (B)
ROLL NO – 23001701089
Your Company is planning to launch a perfume brand? How will you segment the market? Which
segment will you target?
ANSWER:
Segmenting the market for a perfume brand involves dividing the market into distinct groups of
consumers with similar characteristics and preferences. Here's how I would segment the market for
the perfume brand and identify the target segment:
1. Demographic Segmentation:
Age: Target different age groups such as teenagers, young adults, middle-aged individuals, and
seniors.
Gender: Segment by gender preferences, considering both male and female consumers.
Income Level: Target consumers based on their income brackets, such as high-income, middle-
income, and low-income individuals.
Occupation: Segment based on occupations, considering professionals, students, homemakers, etc.
2. Psychographic Segmentation:
Lifestyle: Target consumers with specific lifestyles, such as urban professionals, fitness enthusiasts,
fashion-conscious individuals, etc.
Personality Traits: Segment based on personality traits like adventurous, sophisticated, romantic,
etc.
Values and Beliefs: Target consumers who prioritize values such as sustainability, luxury,
authenticity, etc.
3. Behavioral Segmentation:
Usage Occasion: Segment based on when consumers use perfume, such as daily wear, special
occasions, or sports activities.
Brand Loyalty: Target consumers based on their loyalty to specific perfume brands or willingness to
try new brands.
Benefits Sought: Segment based on the benefits consumers seek from perfumes, such as long-lasting
fragrance, natural ingredients, hypoallergenic formulas, etc.
4. Geographic Segmentation:
Region: Target consumers in specific geographic regions such as urban areas, suburban
neighborhoods, or rural communities.
Climate: Segment based on climate preferences, considering consumers in warm, tropical climates
versus cooler climates.
Based on the segmentation, the target segment for the perfume brand would be:
Urban Professionals: This segment comprises working individuals in urban areas who prioritize
sophistication, elegance, and personal grooming. They are likely to have higher disposable income
levels and seek premium-quality fragrances that reflect their lifestyle and professionalism. Urban
professionals are often fashion-conscious and value brands that align with their image and status.
They are likely to use perfumes daily for work, social events, and special occasions. This segment
represents an attractive target for a perfume brand that offers high-quality, luxury fragrances with
sophisticated packaging and branding.
By targeting urban professionals, the perfume brand can focus its marketing efforts on channels
frequented by this segment, such as upscale department stores, online luxury retailers, fashion
magazines, and social media platforms popular among professionals. Additionally, the brand can
emphasize product attributes such as long-lasting fragrance, unique scent profiles, and premium
ingredients to appeal to the preferences of urban professionals.
