Contents

• Introduction 3
• Concept of Segmented Marketing 3
• Consumer-Generated marketing 4
• Function of Segmented Marketing in Consumer Goods 5
• Function of Social Media in Creating Brand Awareness 6
• Consumer Goods Product 7
• About The Company 7
• About The Brands 8
• Marketing Mix Analysis of the Two Brands 9
• IMC of the Two Brands 10
• Role of Social Media Marketing In Promoting the Two Brands 10
• Conclusion 11
• References 12

Description

The notion of this study to do a literature study about the topic segmented marketing which is now days used by every big companies. The company which is selected for doing the study is a consumer goods company which deals into different varieties of consumer goods product and brand named as Unilever. The given literature review will help to understand about the different concept of marketing along with the principles of marketing. Segmented marketing is the part of marketing which mainly includes concepts like core segmentation, targeting and positioning which are the core areas for establishing a market. Segmented marketing in terms of marketing can be defined as the job of dividing a particular market for manufactured goods into subgroups which is based on active association that a business may make use of in segment marketing. Segmented marketing takes in to consideration the market demographics, consumer actions, position of the target market as well as the psychosomatic characters amongst the probable customer (Swenson, 1992). The main idea behind this study is to show the how the Unilever and its two brands that is Knorr and Lipton use the segmented marketing concept to achieve the target market.