Answered: Which market segmentation approach is…

Principles Of Marketing

17th Edition

ISBN:9780134492513

Author:Kotler, Philip, Armstrong, Gary (gary M.)

Publisher:Kotler, Philip, Armstrong, Gary (gary M.)

Chapter1: Marketing: Creating Customer Value And Engagement

Section: Chapter Questions

Problem 1.1DQ

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Which market segmentation approach is Jimmy Key most likely to use? (there can be more than one correct answers)

a.ocassion segmentation

b.user status segmentation

c.income segmentation

d.lifestyle segmentation

Transcribed Image Text:"Jimmy Key" is actually the name of a famous American baseball player and was suggested as a brand name by the Italian agency that the company worked with during establishment. "We chose it because it was easy to pronounce and offered good phonetics" says the chair of the company board. "Moreover, it is hip, stylish and trendy just as our collections" she adds, "Thank God we did not go with Kate Moss, as it was also suggested in that list of names. Jimmy Key positions itself on yellow which reflects the dynamism of the brand, and there are no other firms using yellow in clothing industry. "They mostly use red. Although yellow is a difficult color, we like using it: It clearly reflects our identity." An average Jimmy Key user is a "24-year-old woman, currently working with a stylish casual wear". She earns and spends for herself. She does not have to care for someone else, such as a husband or kids. She likes details but not to the limits, she is sexy but is neither a femme fatale, nor a dumb blonde. She is a free spirit with environmental concerns." To reach this group, Jimmy Key focuses on an age segment of 20-28, so that the consumer becomes familiar with the brand as she attends the college and continues wearing it thereafter. Jimmy Key shares customers with Mavi, Zara and Levi's brands but is perceived as almost equally fashionable but more affordable.

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