Unilever Plc
Unilever is a Dutch-British consumer goods selling corporation, with its headquarters located in London, United Kingdom. It is the largest consumer goods organization based on its 2012 revenue (USA Today, 2012). It has a huge product line including personal care products, food and beverages, and cleaning agents. The company uses geographic segmentation and demographic segmentation to target its consumers. Following are some example of segmented marketing used by Unilever (2017):
Bushells – It is a tea having a smooth flavor targeted specifically at Australians. It is mainly known as a traditional product that brings Australians together for a nice chat or gathering.
Flora Pro-active- Flora Pro-active buttery, light, olive oil, and spread contain low fats and are mainly targeted at consumers having a healthy lifestyle or people who are diet conscious.
Choysa- It is tea with consistent and reliable quality and is mainly marketed as a favorite of people New Zealand.
Nestle
Nestle is one of the largest food and beverage company in the world. It offers more than 2000 brands across 191 countries globally (Nestle, 2017). It focuses on demographic, behavioral benefits, and occupational segmentation. Following are some example of segmented marketing used by Nestle:
Cerelac- This product is used by moms to fulfill the nutrition requirement of their babies. Nestle uses demographic as well as behavioral benefit segmentation. The product is for new aged babies and for people who want more benefits from the product.
Nescafe Classic- Although it could be used by anyone, the product is marketed mainly as for people who have busy schedules so that they can feel refresh.
Procter and Gamble
Procter and Gamble, is a multinational consumer goods company based in Ohio, United States. It is also known as PnG. However, there has been a decrease in sales of P&G from 2012 ranging up to $73.1 billion to 2016 going up to $65.3 billion (Statista, 2016). The company uses demographic segmentation. Following are some example of segmented marketing used by P&G:
Ambi Pur- It is a bottled fragrance for cars and homes and is targeted mainly at higher-middle class families.
