Market Segmentation

You are Senior Marketing Exec of a local company which deals in skin care products.You have proposed that the company produce a line of consumer skin care (sunscreen) products under the brand name "MATAHARI 00".You are required to discuss the matter of market segmentation of that proposed product at a meeting of the Board of Directors.If they are satisfied with you explanation as to the potential of the product,you stand a chance of being appointed as Marketing Manager.

Question 1

As some of the directors have no idea of marketing concepts,you are required to do the following:

a) Explicitly discuss the meaning of market segmentation and the rationate underlying its use.

b) Generally,identify and discuss,with clear illustration,the variables that are important for market segmentation.Place these varibles in a proper framework useful for categorical purposes.

(2,000 to 2,500 words)

Question 2

You must now address your mind to the proposed product at hand under the "MATAHARI 00" brand of sunscreen.

a) What are the probable variables that you will use to segment your market for this product? (The variables should be RELEVANT to the product)

b) Based on the variables suggested,justify that it possible for you to create different sunscreen product for different types of consumers.

(1,000 to 1,500 words)