Market Segmentation

Marketing Segmentation

The American Marketing Association defines Market Segmentation as:

“The process of subdividing a market into distinct subsets of customers that behave in the same way or have similar needs. “

Segmentation is based on four parameters:

• ·         Demographic segmentation
• ·         Geographic segmentation
• ·         Behavioural Segmentation
• ·         Psychographic Segmentation
  
  
  

Demographic Segmentation of Britannia Daily Fresh Bread

Age: Britannia’s Daily Fresh Bread caters to a huge set of customers.  People across all age groups- from kids to adults consume Britannia Daily Fresh

Income:  Low Income Group

Gender:  Both male and female

Geographic Segmentation of Britannia Daily Fresh Bread

Daily Fresh’s gratifies urban consumers from Tier 1 and tier 2 cities. Slightly rural consumers aren’t accustomed to bread on their breakfast tables.

Behavioural Segmentation of Britannia Daily Fresh Bread

Benefits: Bread is considered wholesome breakfast. Wheat bread and multigrain bread is known to be healthier than the normal white bread

User status:  This brand caters to the upper middle class households, bachelors, staple food at hospitals, school/college hostels, restaurants and various eating joints

Occasion: Bread is consumed on all occasions all round the year.

Usage Rate: Bread is consumed on a daily basis and bought on a daily basis

Psychographic Segmentation of Britannia Daily Fresh Bread

A person who is fairly modernized, is always on the go and so busy he can’t devote time to preparation of conventional Indian breakfast delicacies like parathas,is bound to make Daily Fresh Bread a regular on his kitchen shelf

In addition to this, health conscious masses also consume bread

It is also a base ingredient in many innovative new recipes