Posted in Marketing and Strategy Terms, Total Reads: 9842
Definition: Benefit Segmentation
The segmentation of the consumers based on what particular benefit of the product appeals to them. Different consumers look for different benefits and the marketer needs to understand each segment and accordingly develop his communication for each group.
Example : one particular soap offers a variety of benefits, say fragrance (liked by older women), fairness (liked by younger women), freshness (liked by kids), cleanliness (like by men),longer lasting(liked by housewives), etc. Benefit segmentation helps to identify each group and accordingly promote the product within that group.