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Case Study Marks And Spencer

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Question 1: A. “Segmentation can help rule out those who are not your target customers and help you create more-focused strategies, from product development to customer experiences and marketing messaging” (Chain Store Age, 91). In other words, segmentation is dividing the market into groups of people sharing similar needs and characteristics that may be potential targets to one’s product. Referring to the Marks & Spencer case study (2015), the company uses demographic segmentation where it segments the market into groups of 30 years old and plus people with high incomes and high working positions. In addition, it takes cultural factors into consideration where one is affected by his/her beliefs and norms. Marks & Spencer seeks to present …show more content…

“Brand personality refers not to the personification of a brand, but in a most general way, to the presentation of a personification by a brand; that is, the brand presents a character with human-like characteristics” (Cohen, 214). Examples of brand personification are Clear shampoo personified as Cristiano Ronaldo, Nike personified as Michael Jordan, Calvin Klein personified as Justin Bieber and Zoughaib Jewelry personified by Haifa Wehbe. The purpose of this personification is to have someone famous to be a role model for the market while wearing or using the product. For example, people would think to look beautiful as Haifa Wehbe on occasions they have to wear a set of jewelry from Zoughaib, or men who want to look as good as Critiano Ronaldo must use Clear shampoo to have perfect dandruffless hair. As for Marks & Spencer case, it is mentioned in the case study that the company’s products are personified by customers as high valued, suitably priced, and dependable on, which has peaked in the 50s and 60s. Marks & Spencer started reproducing clothes used to be worn as glamour fashion in Paris that was known to be worn by models and people in fashion catwalks. So people wanting to look like them thought buying Marks & Spencer is a

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