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The document discusses market segmentation, including defining market segments, segmentation strategies, and Subway's use of segmentation. Subway segments customers based on geography, offering different menus in different countries, and demographics, targeting health-conscious younger customers with low-fat options popular worldwide.

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Payal shokhanda
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4 views

Presentation 1

The document discusses market segmentation, including defining market segments, segmentation strategies, and Subway's use of segmentation. Subway segments customers based on geography, offering different menus in different countries, and demographics, targeting health-conscious younger customers with low-fat options popular worldwide.

Uploaded by

Payal shokhanda
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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MARKETING MANAGEMENT

WHAT IS MARKETING SEGMENTATION

The process of defining and subdividing a large homogenous


market into clearly identifiable segments having similar needs,
wants, or demand characteristics. Its objective is to design a
marketing mix that precisely matches the expectations of
customers in the targeted segment. Few companies are big enough
to supply the needs of an entire market; most must breakdown the
total demand into segments and choose those that the company is
best equipped to handle.
MARKET SEGMENTATION STRATEGY
A key consideration for marketers is whether to segment or not
to segment. Depending on company philosophy, resources,
product type or market characteristics, a businesses may
develop an undifferentiated approach or differentiated
approach. In an undifferentiated approach, the marketer
ignores segmentation and develops a product that meets the
needs of the largest number of buyers. In a differentiated
approach the firm targets one or more market segments, and
develops separate offers for each segment. Even simple
products like salt, which might be considered as commodities,
are highly differentiated in practice. In consumer marketing, it is
difficult to find examples of undifferentiated approaches. Even
goods such as salt and sugar, which were once treated as
commodities, are now highly differentiated. Consumers can
purchase a variety of salt products; cooking salt, table salt, sea-
salt, rock salt, kosher salt, mineral salt, herbal or vegetable salts,
iodized salt, salt substitutes and many more.
SUBWAY
Subway is a franchise that has its restaurant for fast
food all over the world .This American company
is providing a variety of great tastes, nutritive
choices while reducing our environmental
footprints and creating a positive influence in the
communities we serve around the globe.
Subway was started 51 years back , in 1965 by 17
year old high school graduate Fred DeLuca. He
borrowed 1000$ from a family friend to open his
sandwich shop in Bridgeport, Connecticut in
august 1965.Today there are 44,000 stores in 110
countries. According to FORBES, its #87 World’s
most valuable brand and serving millions of
people around the world.
Subway Market segmentation
•Geographic
Wherever SUBWAY restaurants are located, the core menu stays relatively
the same with the exception of some culture. With more than 2400 location
outside US and Canada, the Subway is fast leading international fast food
restaurant.
Subway offer mostly halal menu in middle east countries, mostly vegetable
without beef in India and more sauces in America.
•Demographic
Age group – (18 – 39) – Most attractive for fitness freak girls and boys who
are concerned about carbs and calories as it is completely fresh and
nutritious.
The low fat menu containing a range of subs with 6 Grams of Fat or less, is
popular with customers all around the world.

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