Marketing Plan: Segmentation Guidelines and Rubric

For the Segmentation component of the Marketing Plan, identify and define the market segments you will target. You are required to identify and describe THREE segments for your product.

The analysis should include:

1. A name for each segment (required). For example, if I were segmenting older consumers for a pet product, I might have "Empty Nesters" and "Little Old Lady Cat Lovers."

2. A narrative description of each of the segments. This is typically a paragraph and explains at a high level the characteristics of the segment (see example).

3. How you are segmenting the groups, including the characteristics of your target segments. Be VERY specific and use no less than THREE demographic and THREE psychographic variables for each of your segments. You may also need geographic variables. You may use BULLETS for this part of the assignment.

4. A summary chart.

5. At your option, you may include other charts and graphs however they are not required.