Market Segmentation and Targeting

Market segmentation is dividing the market into certain buying groups and then
targeting certain segments.

■ Market segmentation is dividing the market into buying groups

and then targeting certain segments.
Dove segments the market on the basis of:
■ Demographic segmentation:

Gender

MEN WOMEN
Age-Women of all age groups above 18 years. This includes women who are
concious about skincare.
Social class- Primary consumers will be upper middle class and
above,who have high purchasing power. Premium product focuses on the
educated lot. The main focus is on working women considering its high
pricing and the lack of time these women have to spend on beauty
Geographic segmentation:
Product is targeted at consumers belonging
to:
• Global level-Emerging nations.
• India-Upper middle class and
above. Hence, available in semi-
urban and urban markets only.
Psychographic segmentation:
•Aims to create psychology in women that
beauty incorporates in all stages of life.
•“You are beautiful the way you are”-
message that dove promotes.
•Dove has an unique approach in
concentrating on real people even in their
advertisements
•Tries to influence the perception on what is
real beauty.
Behavioral Segmentation:
Usage- Daily use product among all age categories.
Benefits
-Consumers hope to attain smooth and moisturized skin. Has high
moisturizing content
-Premium and quality product.
Media Usage-Magazines, Television commercials and newspapers.