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The idea of consumer segmentation is that, is according to Kotler and Keller (2009) to develop a picture of your consumer by using a variety of "descriptive characteristics"(p. 114). When faced with a diverse population, it is possible to form a segment using the characteristics of that particular group and then examine the different needs and product responses by consumers within that segment. Soft &Tough has developed a new line of male cosmetics the following is three potential segments of the market taken from Kotler and Keller's (2009) table 7.1 "Major Segmentation Variables for Consumer Markets" (115) the company may consider targeting is generational, benefits, and gender.
Kotler and Keller suggest there are extreme differences between generations Baby Boomers for example are a tremendous market existing among the over-50 population. No other generation has been as concerned with looking and acting young as those-now heading towards middle age and beyond who once swore never to trust anyone over 30. Marketers need to keep in mind this distinction between youth and attractiveness as they plan health and beauty advertising to Boomers. Marketing aimed at the Boomers will need to be informative and identify the benefits gained by using the product, according to Roberts and Manolis (2000) "aging boomers prefer information-intensive ads that identify a product's benefits as opposed to image-oriented marketing that often targets younger consumers" (p. 484). However, it was also discovered that using older models did not appeal to the boomers because of their fixation on youth.
Kotler and Keller suggest there are extreme differences between generations Baby Boomers for example are a tremendous market existing among the over-50 population. No other generation has been as concerned with looking and acting young as those-now heading towards middle age and beyond who once swore never to trust anyone over 30. Marketers need to keep in mind this distinction between youth and attractiveness as they plan health and beauty advertising to Boomers. Marketing aimed at the Boomers will need to be informative and identify the benefits gained by using the product, according to Roberts and Manolis (2000) "aging boomers prefer information-intensive ads that identify a product's benefits as opposed to image-oriented marketing that often targets younger consumers" (p. 484). However, it was also discovered that using older models did not appeal to the boomers because of their fixation on youth.