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Q.1: How did you segment the market? Which segmentation variables did you use?
ANSWER 1:
The market segmentation that has been used for the last campaign is the young females that read, write and follow blogs (McGinn and McGinn, 2019). The main idea behind the campaign that involved marketing through online blogging. The segmentation variables that were used for this campaign are as following:
Gender: for this campaign the females were targeted.
Age: the female of the age from 18 to 35 were targeted. As the brand offers clothes that can be used and worn by females belonging to this age group.
Geographic: the geographical distribution was not much paid attention to, but in fact it was kept very general and open for all. The company has kept it general as the clothing and accessories line has online presence and can be purchased by women all around. That is why it was kept general.
Lifestyle: the target market that was chosen for this campaign belong to the female that have a lifestyle of wearing western clothes.
Socioeconomic Class: the campaign was kept open for all women wearing stylish western clothing, regardless of their class as the clothing and accessories line has very affordable price range.
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