Market Segmentation

Market Segmentation

          Segmentation is dividing its total market into smaller segments that can be reached more efficiently and effectively with products and services that match their unique needs. Nikon, as one of the world top brand in the industry of optics and imaging has used several segmentation to divide its total market.

          Nikon has segmented its total market by several variables which are occupation, lifestyle, and user status.

          Occupation segmentation, which is a sub-variable of demographic segmentation, is grouping buyers according to their occupation where the customers that work in the same field share the common set of requests and demands toward the products. Serious professionals such as studio photographer and graphic designer demand a camera with high quality and good performance. So, the Nikon Digital SLR cameras can fulfill the needs of these professionals therefore increase their job performances. For non-professionals, there are digital compact cameras which are easy-to-use and good in quality.

          Under psychographic segmentation, lifestyle is used to divide the market. Customers who have an active lifestyle where outdoor adventures are preferred, Nikon have prepared them the Coolpix All Weather Series. The cameras of this series are waterproof and shock-proof. These features allow its users capture the action under any condition. Other features like dust-resistant, cold-resistant, built-in GPS and action control enhance the experiences of photographing while enjoying the active lifestyle.

          Nikon also produces cameras which suit different users with different status. No matter what status a customer is (first-time users, professionals, regular users and photographing lovers), they must able to get one camera product which fit them the most. Nikon’s three major product lines which produce cameras with different features and specifications are able to satisfy all its customers.

Market Targeting

          Market targeting is the process of evaluating each market segment’s attractiveness and selecting one or more segments to enter. Nikon has entered several segments with its cameras which are varying in designs, features and functions.