Communicating a message to the right people and most convincing way is a basic for market segmentation

Communicating a message to the right people and most convincing way is a basic for market segmentation. Adapting the wants, needs and value of the customers by companies is a way to communicate with those customers (Kotler, 2000). Reaching out to every one is nearly impossible hence the markets are divided into segments so that the customers are approached in the best possible convincing way. As the demand rises the competition too rises and creating a plan to conquer the market or to plan the marketing strategy the company needs to divide the market and win the loyalty in that market. Gaining the loyalty of the customers the company needs to target the customers by their demand, needs and wants. This will help them to know whom they have to sell the product to and accordingly segment the market. Market is segment into basic 4 types, ‘demographic, geographic, psychological and behavioural factors’ (Bhasin, 2018). To target the Indian market segment demographic segmentation will be useful. As considering one of the best products by Whittaker’s i.e. Artisan will be the best one to introduce in India. As Whittaker’s chocolate do not aim at specific age group or income group as they present their chocolates to win the hearts of the customers by introducing flavours.

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