Market Segmentation - Sport England


market segmentation case study

Market segmentation research includes more “art” (although no less "science") than other types of market research. This is the case because analysis often turns up two or more different sets of segments, that is two or more different ways of dividing the market. For example, one analysis might subdivide a segment; another might not. Case Studies: Segmentation. Here's how one retailer tweaked its email program to grow revenue, even in this market. more. Case Study: How a Targeted Lead-Development Program Earned an IT Company 34% Yearly Growth for Five Years (and Counting) by Kimberly Smith. CASE STUDY - Here's how a unique Major League Soccer sponsorship helped a. Qualitative research, including the focus group, in-depth interviews, and customer case study, is a powerful tool in understanding customer motivation. It is particularly critical to gain insight into changes in customer’s priorities. Also, all the research should treat the customer as the active partner. Market Segmentation and.

Market Segmentation: One Method, Four Examples | Case Study |

Those of us in marketing are faced with the challenge of trying to improve our marketing strategy with tactics that resonate with our target market. Porsche has taken on an incredibly challenging goal of retaining its heritage and attracting a younger and more female audience using segmentation. Using segmentation, market segmentation case study, Porsche can reach this target audience and create messages and products that resonate with each segment, market segmentation case study.

Ultimately, segmentation provides Porsche the ability to reposition the brand without losing its core customers. If you are anything like me, you grew up with pictures of the and in your room daydreaming of driving one of these mythical vehicles.

No doubt this image included you wearing sunglasses with the top down feeling the wind in your hair and listening to your favorite tunes. So, how does Porsche make us feel this way and achieve the level of success in the automotive industry? Porsche is a global market leader in the premium segment of market segmentation case study automotive industry currently the most profitable automotive brand in the world. The company was founded in by Professor Ferdinand Porsche in Stuttgart, Germany building motors, designing vehicles, and consulting.

Porsche designs, manufactures, and markets sports cars, crossover utility vehicles, and automobile parts worldwide.

Porsche also offers services through its operating market segmentation case study and subsidiaries, including Porsche Design Group, Porsche Engineering, and Porsche Consulting. It came as somewhat of a surprise that Volkswagen owns brands you may not directly associate with their brand. Volkswagen also owns:. Porsche performs target marketing concentrating on the consumers the organization has the strongest potential to satisfy. Porsche performs effective target marketing by:.

Porsche markets to an elite and upscale target audience effectively using market segmentation, market targeting, and positioning continuing to build on its strong brand focused on products exclusively in the premium luxury automotive segment. The automotive industry has approximately 23 different segments according to J. Power and Associates. The automotive industry segments consumers based on demographic data, geographic information, and a psychographic profile of consumer behaviors with marketing messages targeted to these groups.

The basis of market segmentation for Porsche involves market segmentation case study a market according to defined smaller easily defined group of consumers with the same wants and needs.

Porsche identifies segments to market segmentation case study using two variables including, descriptive elements and behavioral elements. Behavioral elements include individual responses to brands, usage, and benefits.

Porsche segments markets based on five critical elements required to evaluate a segment. These elements include ensuring a market segment is measurable, accessible, substantial, differentiable, and actionable. Demographic segmentation is a form of market segmentation involving dividing a market on the basis of descriptive elements. Data provides Porsche with a distinguishable way to measure variables of a market market segmentation case study the market size and the media to use to reach the market segment.

Demographic segmentation is based primarily on income, age, gender, education, occupation, and social class. The age demographic rose from an average age of 48 in to an average age of 51 in Porsche provides an example of an automotive icon focusing on demographics using age and gender.

Additionally, Porsche uses tennis star Maria Sharapova as a spokesperson to engage a younger female audience. Porsche uses a psychographic segmentation approach dividing the segment based on behavioral elements, such as psychology, lifestyle, personality traits, and values to gain deeper insight of the consumer. The same demographic can possess different behavioral elements. Psychographic profiling provides Porsche with the ability to market segmentation case study the messaging to target the specific psychographic profiles developed by Porsche.

Porsche uses a traditional geographic segmentation approach grouping markets based on countries, continents, regions, states similar to other worldwide automotive brands. Porsche is a global brand with dealerships located on every continent in major cities. In the United States dealerships are located in major cities with the manufacturer dividing the market into four regions north, south, southwest, northwest.

Porsche varies the product mix offered by dealerships within each region. As an example, the dealers in the warmer south and southwest regions offer a higher percentage of convertibles in the product mix versus the north and northwest regions in the United States with marketing following suit. Inmarket segmentation case study, Porsche launched the Cayenne creating the first sports utility vehicle with luxury and high performance.

InPorsche launched the Panamera a four-door sports coupe based on the market research department identifying a need for a sporty four-door that drives like a sports car. The Panamera is the first of its kind creating a new segment of the four-door luxury sports car.

The Panamera and Cayenne have proved to be effective brand extensions appealing to a wider audience by offering unique product offerings. Market targeting involves Porsche evaluating the viability of each market segment and deciding which segment or segments to pursue target.

Porsche is trying to change the perception that a Porsche is an everyday vehicle appealing to a larger audience to increase sales. Porsche targets consumers at differing performance and price levels in the premium sport car and CUV market segment. Porsche offers high-quality products for a premium price with various price points for the products in their lineup. The Porsche brand is a lifestyle brand because of its legendary status and attributes associated with their products. Porsche positions itself as a high priced, high quality, exclusive sports car.

Focusing on the premium luxury segment with sports cars five segments and crossover utility vehicles two segmentsmarket segmentation case study, Porsche provides the consumer with a frame of reference for the company. Porsche offers a distinct product in each vehicle segment. The Boxster,Cayman, and Spyder provide the vehicles traditionally associated with Porsche.

The Porsche brand evokes primarily consists of exciting, sporty, market segmentation case study, beautifully designed, performance, and German engineering. Other attributes commonly associated with Porsche, include quality, powerful, highly sophisticated, market segmentation case study, purity, very exclusive, exotic, racing heritage, and elegant. The benefits associated with Porsche, include excitement, performance, achievement, success, status, and high income.

The Porsche product lineup offers products that are more fun to drive and faster than any competitor in the segment providing the latest technology with a historic culture making the brand impossible to imitate.

Porsche has points of parity with the American performance vehicles, such as the Chevrolet Corvette and the Dodge Viper. A segment of Porsche products also have point-of-parity with Cadillac, when comparing United States luxury vehicles.

The campaign primarily uses the to reposition the brand for everyday use. The essence of peak performance designed to excite your everyday driving and lifestyle provides an appropriate positioning statement considering the repositioning of the brand. The results have seen Porsche sales increase year over year since the campaign started. The Cayenne, Macan, market segmentation case study, and Panamera provide Porsche with the ability to extend the brand with vehicles better suited for everyday use.

Porsche provides an intelligent and effective balance of market expansion for the brand while remaining true to its Porsche heritage especially critical for the loyal Porsche consumer.

The introduction of the Macan crossover utility vehicle with the Spyder supercar provides evidence of this strategy. The target market segment strategy of Porsche provides an example of an iconic brand and its ability to reinvent itself creating new markets extending the Porsche brand in a meaningful manner while remaining true to its heritage.

The Porsche strategy of targeting female consumers to optimize the demographic profile by expanding the product lineup and repositioning the brand as an everyday vehicle has resulted in great success. The repositioning of the brand has started to change perceptions of Porsche as a market segmentation case study vehicle resulting in additional sales. Show References.

Challen, J. Porsche Panamera, market segmentation case study. Automotive Engineer, 34 6 Cramer Krasselt. Porsche AG. Porsche Annual Report. Dunn and Bradstreet. Porsche Automobil Holding SE. Automotive Consumer Ratings and Awards. Kotler, P. Marketing Management 14th ed. Lamb, C. Toronto, Canada: Nelson Education. Libby, T. McCarthy, M. Noble, C. Porsche Cars North America Inc. Dealer Search. Rauwald, C. Reiter, C. Volkswagen AG. Volkswagen AG Annual Report Warren, J. Global Marketing Management 7th ed.

References Challen, J.


Case study on market segmentation


market segmentation case study


Apr 26,  · Learn how to segment using a Porsche case study that demonstrates an effective strategic approach. Porsche provides an example of how to reach their target market and achieve their goal of retaining its heritage and attracting a younger and more female audience. Case Studies: Segmentation. Here's how one retailer tweaked its email program to grow revenue, even in this market. more. Case Study: How a Targeted Lead-Development Program Earned an IT Company 34% Yearly Growth for Five Years (and Counting) by Kimberly Smith. CASE STUDY - Here's how a unique Major League Soccer sponsorship helped a. Jan 10,  · case study on market segmentation 1. bahir dar university ethiopian instiute of textile and fashion technology (eitex) department of garment engineering assignment 1 apperal marketing and merchandising: case study on market demographic: company under armour prepared by section a peer group 8 name id 1.