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Studiu Marketing

In: Business and Management

Submitted By spykid
Words 277
Pages 2
Studiu de caz 2

Cerinta 1
Metodele si variabilele de segmentare folosite pe piata romaneasca sunt : * segmentare geografica : se remarca pe piata cerealelor pentru micul dejun, vanzarile cele mai mari se inregistreaza in mediul urban, in Bucuresti, Banat, Ardeal, orasele mari din Moldova, iar cele mai scazute in Oltenia * segmentare demografica avand ca variabile varsta (produsele Colgate Smiles destinate copiilor), procesul de imbatranire a populatiei (Body Shop lanseaza gama Wise Woman de produse pentru ingrijirea tenului matur al femeilor),sexul consumatorilor (Nivea, L’Oreal Paris,Gerocossen etc.) * segmentare bazata pe beneficiile asteptate (pastele de dinti Colgate pentru adulti,Danone) * segmentare psihografica – in functie de stilul de viata (iaurtul YOP, de la Tnuva produs adaptat stilului de viata foarte activ) * segmentare hibrida : dupa varsta si stil de viata Mountain Dew – tineri dornici de adrenalina, aventura si distractie Pepsi Light – pentru femei tinere,independente si active * segmentare socio-culturala : carti si reviste care se adreseaza unui public cu un anumit nivel de cultura

Cerinta 2

Segmentarea hibrida presupune combinarea mai multor variabile de segmentare. Printre cele mai cunoscute metode de segmentare hibrida se numara segmentarea ce utilizeaza variabile demografice si psihografice si segmentarea geodemografica. Intrucat tine seama de mai multe trasaturi ale consumatorului segmentarea hibrida are avantajul de a livra acestuia un produs cat mai apropiat de nevoile sale.

Cerinta 3

Colgate utilizeaza o segmentare in functie de varsta : gama Colgate Smiles destinata copiilor - exista pasta de dinti si periute speciale pentru copii cu varsta intre 0 si 2 ani, pentru copii cu varsta intre 2 si 6 ani si pentru copii cu varsta peste 6 ani, iar in cazul adultilor foloseste o segmentare bazata pe beneficiile asteptate.

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