Case Study - Market Segmentation
Case Study - Market Segmentation
HARINI
122303044
II BCOM CORPORATE SECRETARYSHIP
SHIFT - I
PRINCIPLES OF MARKETING
ASSIGNMENT - 1
CASE STUDY ON MARKET
SEGMENTATION
COMPANY NAME : H&M
( HENNES & MAURITZ )
Introduction to Market Segmentation
1. Demographic Segmentation:
Age: H&M targets a broad age range, including teenagers, young
adults, and middle-aged consumers. The brand offers specific
collections for kids, teens, and adults, ensuring that each age group
finds suitable styles.
Gender: H&M provides fashion for both men and women, with
distinct lines for each gender. They also offer unisex collections,
catering to the growing trend of gender-neutral fashion.
Income Level: H&M targets middle-income consumers by offering
fashionable clothing at affordable prices. This strategy makes
fashion accessible to a larger audience without compromising on
style.
2. Psychographic Segmentation:
Lifestyle: H&M caters to various lifestyles, including casual wear,
office wear, party outfits, and activewear. They also have a
"Conscious Collection" for environmentally conscious consumers,
promoting sustainable fashion.
Personality Traits: H&M designs its collections to appeal to
diverse personalities, from those who prefer classic styles to
trendsetters who like to stay ahead of the fashion curve.
Values and Interests: The brand embraces inclusivity and
diversity, offering a wide range of sizes and collaborating with
different designers and celebrities to appeal to fashion enthusiasts.
3. Geographic Segmentation:
Region: H&M operates in various regions globally, adapting its
product offerings to suit local tastes and climates. For example, they
may offer more lightweight clothing in tropical regions and heavier
clothing in colder areas.
Urban vs. Rural: H&M primarily targets urban areas with a high
concentration of fashion-conscious consumers, though its online
store extends its reach to rural customers as well.
4. Behavioral Segmentation:
Occasion-based: H&M designs clothing for different occasions,
such as casual outings, formal events, and special holidays. They
frequently release new collections to match seasonal trends and
events.
Usage Rate: The brand targets both frequent shoppers who
regularly update their wardrobe and occasional shoppers looking for
specific items.
Loyalty Status: H&M rewards loyal customers with its loyalty
program, offering points, discounts, and exclusive offers to frequent
buyers.
Conclusion: