Market Segmentation for JOTUN Decorative Paint
King (1999) contends that companies become market leaders in their fields because they know their customers, anticipate their needs, and keep improving the value they offer them.ß Such companies clearly segment customers and gear the marketing strategy to delivering superior value to customers and satisfying their exact needs.ß This approach is consistent with capability-based marketing. David Doyle (1999) holds that the key issue that marketing organizations should consider is the choice between targeting the mass market or best customers.ß Capability-based marketing holds that companies should "learn to be better marketers and to hone their capabilities through diligent efforts to serve their most demanding customers" (Doyle 1999, p. 49).
Market segmentation was first applied in the contexts of distinguishing geographic and demographic characteristics. These segmentation procedures were quickly followed by the introduction of behavioristic bases of segmentation, such as purchase occasion, benefits sought through purchase, user status, and several others.
An underlying premise of lifestyle marketing is that effective marketing is largely a matter of shaping viewpoints. Thus, lifestyle marketing focuses on customer differentiation to serve unique interests.
Artificial segmentations, such as age, tend to distort consumer interests, as different lifestyle desires and needs exist within such artificial groupings. Traditional socio-demographics are less and less helpful in predicting current and future consumer needs.
For JOTUN decorative paint, market segmentation needs to focus on female partner in households not because they are women, but rather because women in Egypt make most of the decisions relative to the selection of decorative paints for use in the home. Thus, segmentation for JOTUN paint should focus on women who are partners in households and who are interes...