Principals of Marketing

Abstract

Marketing laundry detergent is done by reaching the target audience by making sure the consumer receives the message. This is done by marketing the product to different segments depending such criteria as the geographical area, financial status of the buyer.

Principles of Marketing

Introduction

Marketing segmentation is achieved by dividing possible consumers in groups. The customers in each group or segment share the same needs, use the product in similar ways and react the same way to marketing strategies.

Breaking down your target audience into segments offers a greater reach for your product.

Definition of the Segmentation Bases

One of the segmentation bases I would use for laundry detergent would be Geographical Segmentation. Marketing based on geographical segmentations breaks the consumer base in groups such as country, state, climate and population.

The other segmentation base I would use for laundry detergent would be Demographic Segmentation, “which is based on some objective physical (gender, race), measurable (age, income), or other classification attribute (birth era, occupation) of prospective customers” (Marketing, pg. 225). This is the most popular segmentation base to use as buyers wants and needs change based on variables such as age, gender and income.

Description of Each of the Target Markets

Companies in the soap and detergent manufacturing industry use segment marketing to target customers that purchase in similar ways, which makes marketing to them more effective.

These companies tend to offer several different brands of laundry detergent. Each brand having different qualities with are geared to reach a different target market. This also allows the different brands to compete with their competitors.

Different regions will have different resources and cultures, and “these differences and others influence such consumer activities as use of media, shopping areas, products and services” (Kahle, 1986).

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