Marketing segmentation can be described as the process of grouping the market into
smaller market groups which include customers based of similar needs and wants as well as
similar purchasing behaviours. There are many market segments which group different
consumers together such as behavioural, demographic, geodemographic and lastly
psychographic. Marketing segmenting is crucial as it allows business like Oliveira to
effectively use resources to communicate their marketing message to the desired market
segment, in other words to a desired group of consumers that will be more likely to purchase
their products. This helps to not waste time advertising to those consumers that are
disinterested with what Oliveira offers. It Is also important to remember that as a company
you may not be able to serve all market segments, this can be due to financial resources or
even time. By old adhering to a couple segments, marketers are able to gain a deeper
understanding of the target markets and therefore work towards creating communication
strategies which catch their eyes and include their wants and needs.
When looking at the different segmentations, psychographic should be given more attention.
This is due to the idea that it not only compares age, income, gender but also customers
values, their lifestyles, habits, interests and many more things. This further provides
marketers with more reasons as to why customers may purchase their products, and what
their buyer behaviours are. This then would lead to market communications which play on
what consumers want and need making the products more desirable. Estilo Sustentável is all
about patchwork on old jeans to help with being environmentally sustainable, customers who
purchase these jeans could be described as outgoing, rebellious, fashionable, younger,
opportunistic. These customers would likely spend time on socialising and going out and
would be interested in new and improved fashion. These customers would also be
environmentally conscious. Rebellious as patchwork jeans would not be something which
everyone wears or likes so these customers are willing to take a risk and be different.
Fashionable once able because they are trying something new which is not popular or normal.
Other segmentation determinant which are important and could help strengthen the
profile of the target audience would be geographical segmentation as this would determine