Geographic Segment Geographical segment Is a segment of the state geographical characteristics that are divided Into sections such as by climate, city, population density, sex, occupation, etc. Singapore Is a country which has the second rank smallest country In the world that has a high population density are scattered In various locations. Singapore Is also a tropical country that has two seasons that is rainy and dry season.
This factor is very precise with the Ben & Jersey’s ice cream, when the dry season arrives, the customer would prefer to eat ice cream to refresh. Ben ‘s ice cream also has several counters located in various malls and scattered in different areas such as in The Catchy, Vivo City Mall, Raffles City Mall, etc. And the other main thing is if consumers are lazy to going to the mall, Ben&Jerrys ice cream can also be easily bought in supermarkets such as Practice nuts, eleven, etc.
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With identification of a population density spread it will very easy and can allow for consumers to get Ben & Jersey’s Ice cream. 3. 2. Demographical Segment Demographic segmentation Is the segmentation of the market divided by the preference In the different groups of customers In terms of the need to determine the appropriate promotion. Target Market at Ben & Jerry Ice cream is Generation Y who is 10-21 years of age (Kettle, 2008, 194).
Most of Generation Y has not had a job and a steady income, but this generation considerable role in influencing people those around them, especially their parents so that they can buy and consume the ice cream that they want with the money given by their parents or revenue at the intermediate level for those who already have a Job. Whereas gender targets on Ben’s ice cream is a woman because women prefer the sweet taste of foods compared with men, the second factor is for women value factor is very important when she wants to buy a food product.
Logo, Packaging, Quality, Composition of Ben & Jersey’s Ice cream Is especially designed to target and attract the attention of young people, especially women who care about the health and well aware of the quality and composition of Ice cream and have a busy lifestyle as Ben & Jersey’s made from natural, organic and healthy ingredients and also low in calories. Ben&Jerry’s ice ream packaging and logo also depicts the farm that is also very interesting and would indicate that the products are environmentally friendly as well as having practical packaging taken anywhere for busy activity.
Ben ice cream also used a characteristic of mascot that is a cow, this is very an effective part of this product to avowed of the brand image. Marketers is targeting Ben ice cream for Generation Y who is adolescents in several ways such as creating advertisements in newspapers, teenagers’ magazines, television, and internet network. Teenagers usually use their right brain so it would be more effective to advertise with distinctive and attractive pictures, videos, images, logos and short messages or words, so It will easy to remember. 3. Cryptographic segmentation classification of the lifestyles, beliefs, values, social class, and personality. This segmentation is utilized to analyze the customers or prospective customers for the products Ben & Jersey’s ice cream to determine the product promotion strategy. According to value survey (VAL’S) consumers Ben & Jersey’s ice cream is the classification of experiences group (Hoer and Kettle et al 2010), this group is young people who have high self expression and also have the resources which would mean they do not need to work hard to be able to buy Ben ice cream.
Their high expression are affect by brands affected and trendy like Ben ice cream that has been known throughout the world and some of the characteristics of young people indicated that they always wanted to try something new and useful such as flavor of ice cream Ben & Jersey’s is diverse and always create a new sense that can increase sales. According to Activity interests and opinions (AI) of the classification f products, food, and communities it can show and also create opportunities in the manufacturing of new flavors in Ben & Jersey’s ice cream.
Public opinion is very influential in the sale of ice cream because their opinion shows how much they love the ice cream and response of the product. Consumers always want to try things in accordance to the fashion, trends and they like hedonism focused on their needs. This type of consumer is also very fond of television and print media so that they like fast food, ice cream here Ben ice cream very appropriate for them and this is an advantage for Ben ice cream has many flavors that have a lot of options so that consumers can try a taste of the ice cream according to taste them.
To present Ben ice cream marketers need to influence consumers by showing the consistency in important values of consumers so the likelihood will be reached. 3. 4 Behavioral Segmentation Behavioral segmentation is a segmentation of the target market group based benefits, use, opportunity, purchasing practices, as well as brand loyalty, segmentation is based on the pattern in which people live and spend their time. Understanding what is needed by customers and encourage marketers are segmenting the main thing in this behavior.
Consumers of ice cream Ben & Jersey’s is a consumer with a busy lifestyle that requires fast food fast and they keep domineering activity, for example older children have a task much so that after a busy school they need food that is practical and ready to eat as a distraction while working on assignment they have. Besides other consumer buy Ben & Jersey’s ice cream they also purchased for a variety of reasons such as boredom, stress, hunger, to restore the mood of the youth, and for the refreshing.