Benefit segmentation requires marketers to divide the market based on the perceived benefit of the product or service. This type of segmentation may be used in clothing, appliance, consumer, cosmetic, and several other industries.
Benefit Segmentation Examples
An Athletic Footwear Company People, who run an athletic footwear company can use this concept to segment their market into trail runners, professional runners, and recreational runners. Footwear for trail runners must be comfortable, less slippery, and must reduce the risk of injury. On the other hand, shoes of recreational runners must be comfortable, stylish, and inexpensive. Shoes for professional runners must be adequately cushioned, stable, flexible, and lightweight. Outdoor Sporting Goods Company Marketers of companies in sports goods industries can use benefit segmentation to divide their market into serious and recreational campers. Companies must manufacture high quality products for serious campers, as they don’t mind paying extra for quality products. Some of the products that can be developed for serious campers include expensive hunting, fishing, and camping gear. Recreational campers usually pay more importance to price over quality and require inexpensive and durable products. Appliance Manufacturers Companies that manufacture appliances can segment their market into:- Customers who are price conscious
- Customers who don’t mind paying extra for quality and options
- Customers who want to buy professional products
- Fast shoppers
- Smart shoppers
- Day out shoppers
- Gourmet focused shoppers
- Variety seekers