Segmentation

The procedure that is practiced by marketers to get the control of the varied nature of marketplaces is named market segmentation. Market segmentation is done in order to make easy for conducting marketing activities in effective ways. Dividing market into different segments is market segmentation. Market segmentation can be described as the identification of persons or institutes with similar features that have important effects for the determination of market strategy (Wedel and Kamakura, 2000). There are four bases for segmenting the market which are demographic, geographic, psychographic and behavioral.  These four segmentation are explained as below:

Market Segmentation

Segmentation Variable

Kids

Youth

Mature

Demographic

Age

8-14

15-30

30+

Gender

Male/Female

Male/Female

Male/Female

Income

No income

5000-10000

10000-25000

Geographic

Density

Urban/rural

Urban/rural

Urban/rural

Region

Psychographic

Social Class

Middle  Class/

Lower Clas

Middle  Class/

Lower Clas

Middle  Class/

Lower Clas

Middle Class/Lower Class

Middle Class/Lower Class

Middle Class/Lower Class

Attitudes

Positive

Positive

Positive

Interests

Attract to innovation / trends

Attract to innovation / trends

Health conscious

Behavioral

User Status

Regular user

Potential user

Potential user

User Rate

Heavy user

Medium user

Light user

Occasion of Purchase

Regular occasion

Regular occasion

Special occasion

Price Sensitivity

Moderate

moderate

High

Targeting

Target market is the process of formulating market coverage policies; showing which segments

of the market provide best opportunities for Clogard basically it can be the set of customers who

has the basic need to purchase the item from the organization (Armstrong, 2006).

Target market is the process of formulating market coverage policies; showing which segments

of the market provide best opportunities for Clogard basically it can be the set of customers who

has the basic need to purchase the item from the organization (Armstrong, 2006).

Target market is the process of formulating market coverage policies; showing which segments

of the market provide best opportunities for Clogard basically it can be the set of customers who

has the basic need to purchase the item from the organization (Armstrong, 2006).

Target market is the process of formulating market coverage policies; showing which segments

of the market provide best opportunities for Clogard basically it can be the set of customers who

has the basic need to purchase the item from the organization (Armstrong, 2006).

Target market is the process of formulating market coverage policies; showing which segments of the market that provides best opportunities.  Basically it can be a set of customers who has the basic need to purchase the item from the organization (Armstrong, 2006).

The most appropriate marketing strategy would be Differentiated segmented marketing. While targeting the market, various things should be kept in mind as selection of target market can lead the product to success or die. Detailed study and research about the market is necessary in order to segment the market. Nestle KitKat is a product that can be loved by everyone but also  target market should be chosen when we launch our product. The main target market of KitKat will be the children of age group 8-14 years as the children are very fond of chocolates. The secondary target will be youths of 15-30yrs. Both male and female having higher income can also be targeted. The KitKat can be easily available in urban areas rather than rural areas. Middle class and lower class people having positive attitude towards chocolates are the targeted customers.  Middle class people having good income especially of urban areas should be targeted when marketing strategies are planned.

Positioning

Positioning is process of creating desired image for a company and its products in the mind of customer. There are some competitive advantage of Nestle KitKat with raspberry flavor in customers mind relative to competitive chocolates.

      Nestle Logo & Family Brand

The name and logo of Nestle is itself a brand so its shows care to customers because of which customer are attracted towards its products.

      Communicable

Due to the brand name everyone has idea in mind that Nestle has a big sign of quality to customer so it’s easy to communicate.

mstrong, M. (2006). A handbook of management techniques. London: Kogan Page

Flamholtz, E. & Randle, Y. (2007). Growing pains. San Francisco: Jossey-Bass

Armstrong, M. (2006). A handbook of management techniques. London: Kogan Page

Flamholtz, E. & Randle, Y. (2007). Growing pains. San Francisco: Jossey-Bass

Armstrong, M. (2006). A handbook of management techniques. London: Kogan Page

Flamholtz, E. & Randle, Y. (2007). Growing pains. San Francisco: Jossey-Bass

Armstrong, M. (2006). A handbook of management techniques. London: Kogan Page

Flamholtz, E. & Randle, Y. (2007). Growing pains. San Francisco: Jossey-Bass

Armstrong, M. (2006). A handbook of management techniques. London: Kogan Page

Flamholtz, E. & Randle, Y. (2007). Growing pains. San Francisco: Jossey-Bass

Armstrong, M. (2006). A handbook of management techniques. London: Kogan Page

Flamholtz, E. & Randle, Y. (2007). Growing pains. San Francisco: Jossey-Bass

Armstrong, M. (2006). A handbook of management techniques. London: Kogan Page

Flamholtz, E. & Randle, Y. (2007). Growing pains. San Francisco: Jossey-Bass

  Kit Kat-s unique selling points are carried out via the following global brand strategies:

Different Varieties & Limited Editions- Flavour, forms, and shapes

Making it extensively available

Well recognized tagline: Have a Break, Have a Kit Kat-

Armstrong, M. (2006). A handbook of management techniques. London: Kogan Page

Flamholtz, E. & Randle, Y. (2007). Growing pains. San Francisco: Jossey-Bass.

Armstrong, M. (2006). A handbook of management techniques. London: Kogan Page

Flamholtz, E. & Randle, Y. (2007). Growing pains. San Francisco: Jossey-Bass

Armstrong, M. (2006). A handbook of management techniques. London: Kogan Page

Flamholtz, E. & Randle, Y. (2007). Growing pains. San Francisco: Jossey-Bass

References

Armstrong, M. (2006). A handbook of management techniques. London: Kogan Page

Kotler, P. and Armstrong, G. (2012). Principles of marketing. 14th ed. Boston: Pearson