Segmentation and targeting Personal Statement Example | Topics and Well Written Essays - 250 words

Segmentation and targeting - Personal Statement Example The major consumer characteristics influencing market segmentation include geographic, psychographic, behavioral and demographic characteristics. Harry and David, a leading internet-retail store that deals with delivery of fruit gifts exemplifies a successful marketing segmentation strategy. In the Harry and David site, segmentation has been achieved through development of a product mix consisting of; Among the various gift segments, the products are targeted to the needs of specific customers using different messages. For instance, the birthday gift segment allows personalization of the gifts by adding a free gift card where the customer can write a specific message. Flower gifts are also tailored to specific occasions like May Day (May 1st), Administrative professional day (April 25th), Earth day(April 22nd) and Nurses Week (May 6th– May 12th) among other occasions. Some of the Promotional messages used in the product mix include; The segmentation choice and the messages used in each category are suitable as they are tailored to provide a personal touch to the customers. However, I would include messages that appeal to the tastes of different age groups like teenagers, young adults and middle-age groups if I was responsible for marketing the Harry and David e-retail