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Market segmentation helps businesses engage with people meaningfully on micro levels, allowing them to reach out to diverse audiences of different interests and preferences. It’s attempting to make sense of the very fact that adverts categorized under the “one size fits all” scheme are simply disregarded by multitudes due to lack of relevance, thus necessitating the development of focused strategies tailored to each specific demographic.

For instance, a clothing store can use a regional segmentation strategy whereby younger shoppers are provided fashionable clothes while older office goers are catered timeless formal wear. In this way, people of all ages would get something designed especially for them.

Another example is behavioral segmentation. Boutiques for example may have only seasonal appeal i.e., there are customers who are faithful to the brand and will go in everyday while some are only faithful on weekends. To keep customers feeling special all the time, they can use suggestive advertising for people who seldom visit the boutique and a more promotion tailored to daily patrons for loyal customers.

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MUHAMMAD KHAIRIN TASNIM BIN CHE KAR (H23B2449)

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MUHAMMAD KHAIRIN TASNIM BIN CHE KAR (H23B2449)

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Market segmentation is important because it helps businesses focus their marketing strategies on specific groups of consumers who share similar characteristics, making campaigns more effective and efficient. For example, using demographic segmentation, a company selling baby care products can target young parents aged 25 to 35 by promoting safety, comfort, and affordability through platforms they commonly use like Instagram. Through geographic segmentation, a traditional food restaurant in Negeri Sembilan can concentrate its marketing efforts on customers within the same region, knowing that local tastes and preferences vary by location. Meanwhile, psychographic segmentation allows a fitness apparel brand to connect with health-conscious individuals who prioritize an active lifestyle by creating motivational content that resonates with their values. Overall, segmentation ensures that marketing messages are relevant, reducing wasted effort and increasing the chances of attracting and retaining the right customers.

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NAZATUL NADHIRA BINTI DUL MALEK@ABDUL MALEK. (H23A1973)

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NAZATUL NADHIRA BINTI DUL MALEK@ABDUL MALEK. (H23A1973)

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Market segmentation is the process of dividing a broad consumer or business market into sub-groups of consumers based on shared characteristics. This practice is essential in developing a targeted marketing strategy because it allows businesses to better understand and meet the specific needs of different customer groups. By segmenting the market, companies can allocate their resources more efficiently, personalize their marketing messages, and improve customer satisfaction and loyalty. Ultimately, this leads to increased sales and a stronger competitive advantage.

For example:

1. Demographic Segmentation ( Beauty Products )

-A cosmetics company segments its market based on age and gender. It targets young women aged 18–25 with vibrant makeup products and trendy packaging, while offering anti-aging skincare lines to women over 40. Different age groups have different skincare needs and beauty preferences. Tailoring products and advertising messages ensures better customer engagement and higher sales.

2. Geographic Segmentation ( Beverage Company )

-A beverage company segments its market based on geographic location. It promotes hot drinks like coffee and tea in colder regions, while focusing on cold beverages like iced drinks and juices in tropical areas. Climate and local preferences influence consumption habits. Geographic segmentation helps the company meet local demand more effectively.

3. Psychographic Segmentation ( Sport Apparel Brand )

-A sportswear brand uses psychographic segmentation to target different lifestyles. It markets high-performance gear to serious athletes, casual fitness wear to gym-goers, and stylish athleisure to fashion-conscious customers. By understanding customer values and lifestyles, the brand can create more meaningful connections and increase brand loyalty.

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Market segmentation is a crucial process in developing a targeted marketing strategy. It involves dividing a broad target market into smaller, more defined segments based on shared characteristics.First, enhanced customer understanding.By segmenting the market, businesses gain insights into the unique preferences, behaviors, and needs of different customer groups. Second, increased marketing efficiency. The targeted marketing efforts are often more cost-effective than broad campaigns. Businesses can allocate resources more efficiently, focusing on segments that are most likely to convert. Third, competitive advantage. Companies that understand and cater to specific market segments can differentiate themselves from competitors, creating a unique selling proposition that appeals directly to their target audience.

1. Demographic Segmentation.

A cosmetics company segments its market based on age and gender, targeting young women aged 18-24 with trendy makeup products.

This segmentation criterion allows the company to develop products and marketing messages that specifically appeal to the preferences and lifestyle of younger consumers.

2. Geographic Segmentation

A clothing retailer uses geographic segmentation to offer different product lines in urban versus rural areas.

Geographic segmentation enables the retailer to adapt its offerings based on local culture and lifestyle. This approach ensures that the products align with the specific needs of consumers in different locations, enhancing customer satisfaction and sales.

3. Psychographic Segmentation

A fitness brand segments its market based on lifestyle and values, targeting health-conscious consumers who prioritize sustainability and eco-friendly products.

By focusing on psychographic factors, the brand can create tailored marketing messages that resonate with consumers' values and beliefs.

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Market segmentation plays an important role in developing a targeted marketing strategy because it helps companies understand the needs and wants of customers more deeply. By dividing the market into small groups with similar characteristics, companies can tailor products, promotional messages, distribution channels, and pricing strategies to be more relevant and effective for each segment.

For example, a sportswear company can use geographic segmentation to target urban and rural markets differently. For urban markets, sportswear might be designed in a modern, lightweight style for gym activities, while rural markets might need more durable clothing for outdoor activities like hiking or gardening. The differences in needs based on location make geographic segmentation an important strategy. Similarly, demographic segmentation can be used by online learning service providers. They can offer exam preparation courses for high school students and career development modules for working adults. Age and education level play a big role in determining the type of content that is appropriate.

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The Importance of Market Segmentation in Developing a Targeted Marketing Strategy

Market segmentation is the process of dividing a broad consumer or business market into sub-groups based on shared characteristics such as demographics, behaviors, needs, or location. This is crucial because it allows businesses to tailor their products, services, and marketing strategies to specific customer needs, resulting in more effective and efficient marketing efforts.

Segmentation helps:

Identify profitable customer groups

Improve customer satisfaction

Increase marketing ROI

Develop customized marketing messages

Three Examples of Effective Market Segmentation

1. Demographic Segmentation – Nestlé Baby Products

Example: Nestlé targets parents of infants for products like NAN formula milk.

Criterion: Age and family status.

Why effective: Nestlé customizes products and messages to meet the nutritional needs of babies and the concerns of new parents.

2. Geographic Segmentation – McDonald’s

Example: McDonald’s offers localized menu items (e.g., Nasi Lemak Burger in Malaysia).

Criterion: Geographic location.

Why effective: McDonald’s adapts its products to local tastes, increasing relevance and acceptance in different markets.

3. Psychographic Segmentation – Nike

Example: Nike targets customers who value fitness and an active lifestyle.

Criterion: Lifestyle and personality.

Why effective: Nike’s “Just Do It” campaign appeals to motivation, ambition, and lifestyle aspirations, building emotional connections with customers.

Conclusion

Effective market segmentation allows companies to understand their customers more deeply and tailor their marketing strategies to meet specific needs. By using different segmentation criteria—demographic, geographic, and psychographic—businesses can enhance customer satisfaction and achieve better marketing outcomes.

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MUHAMAD DANIAL ADHWA BIN MOHD NAZRI H23A2536

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MUHAMAD DANIAL ADHWA BIN MOHD NAZRI H23A2536

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Market segmentation is crucial in developing a targeted marketing strategy because it allows businesses to divide a broad consumer or business market into sub-groups of consumers based on shared characteristics. This enables companies to tailor their marketing efforts, products, and services to meet the specific needs of each segment, resulting in more efficient and effective marketing. By understanding what motivates different groups, companies can communicate more persuasively and allocate resources wisely, ultimately improving customer satisfaction and increasing profitability.

One effective way businesses segment their markets is through demographic segmentation, which divides customers based on variables such as age, gender, income, and education. For instance, a cosmetics company may develop separate marketing campaigns for teenage girls and middle-aged women, emphasizing trendy looks for younger customers and anti-aging benefits for older ones. This approach ensures the product message resonates with the values and needs of each demographic group.

Another method is geographic segmentation, where businesses target customers based on location. For example, a clothing retailer may promote lightweight and breathable fabrics in tropical regions while marketing thermal wear in colder areas. By tailoring offerings to regional climates and preferences, businesses improve product relevance and drive local engagement.

A third example is psychographic segmentation, which focuses on lifestyle, values, attitudes, and personality traits. A fitness brand might segment its market into groups such as serious athletes, casual gym-goers, and individuals focused on mental wellness. Each group receives personalized messaging—highlighting performance benefits for athletes, convenience for casual users, and holistic well-being for the wellness-oriented segment.

In conclusion, market segmentation is essential because it allows businesses to focus on the needs and behaviors of distinct groups rather than using a one-size-fits-all approach. This leads to more relevant messaging, better customer experiences, and ultimately, stronger brand loyalty and competitive advantage.

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NUR QISTINA BATRISYAI BINTI AMINNUDEEN ( H23A2066)

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NUR QISTINA BATRISYAI BINTI AMINNUDEEN ( H23A2066)

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Market segmentation means splitting a big group of customers into smaller groups based on things like age, location, or how they shop. This helps businesses create products and ads that match each group's needs, which raises sales and keeps customers happy. For example, Apple makes the cheaper iPhone SE for people who want good value and the pricier iPhone Pro for those who can spend more—giving each group what suits them best. Coca‑Cola changes flavours and packaging for different places, like offering spicy Thums Up in India, to better connect with local tastes. And Amazon uses what you’ve bought or browsed before to show you products you're likely to want, making your shopping experience easier and more personal. These strategies all use different ways to group people—by income (demographic), by region (geographic), and by behavior—so ads and products fit each group better, boosting success.

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Market segmentation is the process of dividing a large client base into smaller groups according to factors like region, age, or shopping habits. This helps companies to design advertisements and goods that cater to the demands of each group, increasing sales and retaining customers. For example, Nike uses psychographic and behavioral segmentation to tailor products and marketing to distinct groups of athletes and lifestyle consumers:

Performance-driven athletes

High-tech, sport-specific products like Nike Zoom running shoes, basketball-specific footwear, and performance clothes endorsed by professional athletes are aimed at performance-driven athletes. The marketing places a strong emphasis on performance, achievement, and endurance.

Lifestyle and streetwear consumers

The Nike Sportswear and Nike Air Jordan collections cater to lifestyle and streetwear consumers, frequently in partnership with designers or celebrities. These goods prioritize exclusivity, style, and cultural significance over athletic ability

Beginner or casual fitness users

Easy-to-use fitness applications (such as Nike Training Club) and adaptable footwear with lower technical specifications but greater comfort and cost may be marketed to beginners or casual fitness consumers.

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One of the most astute ways of increasing marketing effectiveness is market segmentation. Instead of trying to reach everyone at once, businesses can segment their market based on what they have in common — including age, geography, or lifestyle. This means that they can tailor what each segment desires and needs individually.

For example, take a cosmetics firm. Teenagers would love flashy, glittery products, professionals might go for something less flashy and more refined, and older adults likely desire products that combat aging skin. By creating targeted lines for each demographic, the firm can offer exactly what their customers require — and build stronger loyalty along the way.

Location comes into play too. A clothing retailer can offer warm, layered apparel to customers in cold cities and light, airy fashion to customers in warm, country areas. That geographic awareness keeps products useful and appealing to different lifestyles.

And then there are psychographics — the things that go beyond age or zip code. That's where attitudes, values, and interests come into play. A fitness company, for instance, might promote high-end gear to high-level athletes, and entry-level, lower-cost products to beginners. When brands tap into what motivates different groups, their message rings more personal and authentic.

After all, segmentation isn’t about putting people into boxes — it’s about learning about them. When companies understand who they’re talking to, they can apply their time, budget, and creativity more effectively. And that makes marketing that doesn’t just get noticed — it actually sticks.

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SITI NOR AISHAH ALWIAH BINTI MOHD DASUKI (H23B2459)

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SITI NOR AISHAH ALWIAH BINTI MOHD DASUKI (H23B2459)

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Importance of market segmentation in developing a targeted marketing strategy.

-Market segmentation is the process of dividing a broad market into smaller group of consumers who have similar needs,preferences or behaviour.It is essential for creating targetted marketing strategies that are more efficient and effective.

1.Better target marketing

-Segmentation allows businesses to focus their efforts on the specific needs and wants of particular groups, avoiding a "one size fits all approach.

2.Improved customer satisfaction

-When products or promotions match customer expectations,satisfaction and loyaty increase

3.Effient use of Resourses

-Marketing budgets can be used more effectively when campaigns are tailored to high -potential segments

4.Stronger competitive advantage

-A business that knows its audience can position itself better than competitors.

Three examples of effective market segmentation

1.Demographic segmentation

-A skincare brand creates separate product lines for

1.Teenagers (anti acne solutions)

2.Adults (Anti -agingg and hidration products)

3.Men (oil control and shaving care)

-it works different age groups and genders have different skincare needs.By customizing products, the brand ensures relevance and increase customer loyalty

2.Psychographic segmentation

-A clothing company launches two lines.

-One for eco-conscious consumers

-Another for fashions enthusiasts ( latest trends bold design)

-it works consumer are increase motivated by values and lifestyle.Targeting based on personality and lifestyle creates emotional connections with the brand.

3.Behavioral segmentation

-An airline offers

-Frequent flyers:Vip lounges,bonus miles,priority boarding.

-Occasional travelers:one- time discounts and flexible booking options.

-By understanding purchasing behaviour and usage rate,the airlines can retain high-value customers and attract new ones with different needs.

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NURUL NAJWA ERIKA BINTI KAMARULZAMAN H23A1650 

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NURUL NAJWA ERIKA BINTI KAMARULZAMAN H23A1650 

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Market segmentation is essential for creating a focused marketing plan because it enables companies to separate a large market into distinct groups according to shared traits, allowing them to better customize their messaging, goods, and services to each group's needs. To ensure that each group receives suitable goods, a clothing firm can, for instance, use demographic segmentation to target youngsters with fashionable, reasonably priced fashion while providing professional formal dress. A fast-food business can cater to regional interests by using geographic segmentation to tailor its menu. For example, it can serve seafood in coastal areas and spicy foods in the South.

Also, through psychographic segmentation, a fitness company may market high-end equipment to performance-driven, health-conscious consumers while providing fashionable, reasonably priced things to casual gym-goers. By concentrating on the most responsive audience segments, these segmentation techniques assist companies in improving customer happiness, improving communication, and maximizing marketing efforts.

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NUR ALIA SOFIA BINTI  MOHD NAZRI (H23A2218)

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NUR ALIA SOFIA BINTI  MOHD NAZRI (H23A2218)

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Market segmentation is very important when creating a good marketing plan. It helps businesses divide their customers into smaller groups based on things like age, location, or lifestyle. By doing this, companies can better understand what different groups of people want and need. This makes it easier to create products, ads, and messages that really connect with the right people. It also helps save time and money because the business focuses only on the people most likely to buy their product.

For example, one way to segment the market is by age and gender. A skincare company might sell anti aging creams for older women and acne products for teenagers. This works well because people of different ages have different skin needs, so the products and ads can be made just for them.

Another way is geographic segmentation, which is based on location. For instance, a clothing company might sell warm jackets in cold countries like Canada, but lighter clothes in hot countries like Malaysia. This helps make sure the products are useful and wanted in each area.

A third way is psychographic segmentation, which focuses on people’s lifestyle and values. A fitness brand might target young people who care about health and the environment by offering eco friendly workout clothes. This helps the brand connect with customers who have similar beliefs.

In short, market segmentation helps businesses reach the right people with the right message. It makes marketing more effective and helps companies grow by understanding and meeting customer needs better.

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1: Demographic Segmentation

Business: A luxury skincare brand
Segmentation Criterion: Age and income level

The company targets women aged 35–55 with a higher income who are more likely to invest in premium anti-aging products. Marketing campaigns focus on the benefits of advanced skincare technology, long-term skin health, and exclusivity.

Demographic segmentation allows the brand to focus on a group with both the need and the financial means to purchase high-end products. This ensures that the messaging resonates with their values and lifestyle.

2: Geographic Segmentation

Business: A clothing retailer
Segmentation Criterion: Region and climate

The retailer tailors its product offerings and advertising by region. For example, in colder regions, the store promotes winter coats and boots, while in warmer areas, it highlights summer apparel and swimwear.

Geographic segmentation ensures relevance. By aligning product lines with local weather and regional preferences, the retailer can better meet customer needs and increase sales in each location

3: Psychographic Segmentation

A fitness app
Segmentation Criterion: Lifestyle and values

The app targets health-conscious millennials who value convenience and technology. Its marketing emphasizes personal growth, data-driven progress tracking, and community support among like-minded users.

Psychographic segmentation goes beyond surface-level traits to tap into attitudes and motivations. By aligning with the audience's values and lifestyle, the app builds emotional connections and brand loyalty

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Importance of Market Segmentation

Market segmentation is crucial for businesses because it allows them to identify and focus on specific groups of consumers who are more likely to respond positively to their products or services. This results in more efficient marketing, better customer satisfaction, and improved competitive advantage.

Example 1: Geographic Segmentation

Example: McDonald’s offers different menu items in different countries (e.g., McSpicy Paneer in India).

Why it’s effective: It meets local tastes and preferences, increasing customer satisfaction.

Segmentation Criterion: Geographic (based on country or region).

Example 2: Demographic Segmentation

Example: Nike targets young adults with active lifestyles through its athletic apparel and gear.

Why it’s effective: It matches products with customer age, gender, and lifestyle.

Segmentation Criterion: Demographic (age, gender, income level).

Example 3: Psychographic Segmentation

Example: Apple targets tech-savvy, creative professionals who value innovation and design.

Why it’s effective: It appeals to people’s values, lifestyle, and personality.

Segmentation Criterion: Psychographic (interests, attitudes, lifestyles).