The importance of subcultural segmentation to marketers

Discuss the importance of subcultural segmentation to marketers of food products. Identify a food product for which the marketing mix should be rationalized. Explain why and how the marketing mix should be varied across geographic areas of the United States.

This week’s discussion is all about the different types and ways to segment subcultural products and how it’s done. Subcultural segmentation is the dividing of consumers into several different types of groups on the basis of culture, subculture, cross-culture, religion, social class, and family life cycle. The subcultural segmentation divides the consumers on the basis of usage rate, awareness status, and brand loyalty they are. Subcultural segmentation involves segmenting consumers on the basis of time, objective, location, and person. The benefit subcultural segmentation segments consumers on the basis of the benefits they seek like prestige, confidence, health, nutrition, etc. This breaking down of the subculture helps the marketing companies decide what group is most likely to buy their product.

A ‘Boars Head’ food product has been continuously increased in many states and some countries but the product “Boars Head” is not an international food product offered it’s only a local deliverable.

The local store deli is able to prepare and sell throughout their locality. There is no rationale for the marketing mix to introduce this product. The price for the product would depend on the locality of each region. The local region must decide which products are sellable products in the local markets. The demands for it must be great.

Major companies like McDonald’s and Subway have major marketing strategies that are able to be used for these companies in order to meet specific marketing mixes for this particular location and product. This would be applicable to meet the needs of various geographical regions of the United States or overseas marketing mix must meet the corporate criteria. This means that they should be properly aligned with the local and corporate goals, consideration of the current market, and expected customers. Aaker, D. A. (2011).

These types of marketing practices would be of help to companies that prepare an effective marketing plan. This would be the advertising and distribution, marketing its product and services in the geographical region. The marketing mix concept has four elements which are uniquely known as 4Ps: product, price, place and promotion for business purpose. If the four elements used in the marketing of the products based on the services consumers desire.

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