As an example of marketing segmentation, Juicy Couture just marketed apparel for a long time then they started to market different kinds of perfumes either for man and woman to help ladies to complete their outfit. Market segmentation is depends on consumers product needs and preferences. Geographic segmentation is really important. I want to say that as an example many stores in 5th avenue are upscale places and they sell to upper class people.These are the some upscale stores in 5th avenue; Prada, Diesel, LV, Bergdorf Goodman. Another important point is demographic segmentation. Majority of the Juicy Couture customers are generation Y. And very few of the Juicy customers are baby boomer.They just visit once a while and they might get presents. We also need to consider about income segmentation. Many of the upper class people live in midtown Manhattan. Also 5th is on the at the midtown so it is easy for rich people to shop right around their home. Ethnic segmentation is another kind of segmentation. I want to say that, I am working in a boutique. We mostly sell for Jewish people. We sell them many kinds of religious hats. On the other side, we sell Christmas ornaments for Christians. I want to give some examples about multisegment target strategy. When see the world multisegment Adidas just suddenly came my mind. They do not just sell track suits or sports shoes, but they sell shoes for tennis, yoga and soccer shoes.
At the end I want to talk about perceptual Mapping. Juicy Couture was born in California where people usually wear casual clothes. When they started to market to New York and opened flagship stores, they did very nice at the first. Then it was not successful anymore because the styles were so stale and New Yorkers needed new thing more formal things. They hired a New Yorker designer for Juicy because she know what New Yorker girls like and they extended their product line with adding the way formal clothes.
