Philippines Market Segmentation

1415 words 6 pages
Market segmentation is a long-standing strategy used especially in consumer products. It is measurable, accessible, distinguishable, and actionable. Observing markets in the Philippines, can you identify market segments for fast food, garments, cigarettes, alcohol, computers, passenger cars, and beach resort? Please show the positioning of 2 consumer products and their competition in these segments.

For levels of Micromarketing

1. Segment Marketing – consists of a group of customers who share a similar set of needs wants. Rather than creating the segment, marketer’s task is to identify them and decide which one(s) to target.
2. Niche Marketing – is a more narrowly defined customer group seeking a distinctive mix of benefits.
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Garments
The local garments and textile industry is the country's consistent second top performer in terms of export revenue. It is no wonder why branded garments such as JC Penney, Marks & Spencer, Otto Versand, Esprit, and many other famous lines of international clothing apparel have gone through the intricate knitting and embroidering hands of Filipino sewers. The Philippines is also one of the main product suppliers for high-end clothing brands such as GAP, Old Navy, Ann Taylor, Liz Claiborne, and Polo Ralph Lauren.
Tobacco
The market for Tobacco in the Philippines increased between 2001-2006, growing at an average annual rate of 4.3%. The leading company in the market in 2006 was Fortune Tobacco International Crop. The second-largest player was Altria Group, Inc. with British American Tobacco plc in third place.
Philippine tobacco manufacturers operate under some of the world’s most laissez faire advertising conditions. In 2000, Fortune Tobacco alone spent $17.9 million to promote its cigarettes across all media, making the company the country’s eighth largest advertiser. This advertising expenditure was more than 300 times the size of the public information and education budget of the Philippine Department of Health.
The Philippines has seen some of the world’s most extreme and controversial forms of tobacco promotion flourish in this climate. In recent times, to capitalize on the religious faith of the Filipino population, the

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