CH 8 Segmenting and Target Market.
Market Segment a subgroup of people or organizations sharing one or more characteristics that cause them to have similar product needs.
Sephora's market segment is very clear. The main target group are women age of 20-50 years. The main segmentation bases to charcuteries are women that like to pun on make up, taking care of their skin, put a nice parfume on. But it is not the only one target group there are also many men started to go to Sephora and find their products like parfume, after shaving creams, body wash and other skin care products.
Geographic segmentation for Sephora is very delicate question because Sephora has stores around the world. Depends up on the region demand changes. And one product might be more popular at one store at Sephora then at the other. For example, Sephora store that is located in Miami will have greater demand on the sunscreen products then the store in New York (September though May). Also different geographic location, different nationalities, cultures. As I mentioned in the previous blog about Asian market, that Asian women like to buy more skin care product then cosmetics. That is why Sephora store in Honk Kong for instance will have more skin- care products then the store in Italy.
Psychographic segmentation of the Sephora's customers is younger urban people, who is in to fashion, likes to take care themselves and to stand out.
Benefit segmentation is also exist at Sephora's, for example, skin-care product like anti-wrinkle lotion that helps women to keep their skin younger and better looking for longer time.
Sephora has a stable position, where customers trust the products and become loyal everyday more an more though out the whole globe.
