Introduction advertising unit Structure

6. Product Segmentation :
When the segmentation of markets is 
done on the basis of product characteristics that are capable of 
satisfying certain special needs of customers, such a method is 
known as product segmentation. The products, on this basis, are 
classified into (1) Prestige products, (Automobiles and jewellery (2) 
Maturity products. (Cigarettes and Blades), (3) Status products, 
(Most Luxuries), (4) Anxiety products, (Medicines, Soaps and 

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Perfumes) and (5) Functional products, (Fruits and Vegetables). 
This type of product segmentation is directed towards differences 
among the products which comprise markets. 
 
7. Benefit Segmentation :
Under this method the potential buyers 
form the basis of segmentation. They are interviewed to learn the 
importance of different benefits they may be expecting from a 
product. These benefits or utilities may be classified into primary 
utilities and secondary or evolved utilities. Toothpaste has primary 
utility of cleaning and secondary utility of good tasted breath 
freshening and rightness. Likewise, Shampoo has primary utility of 
cleaning and secondary utility of shiny hair and thickening hair. 
8. Volume Segmentation :
Markets can be segmented into bulk 
users, medium users and unit users. This method is based on the 
volume of purchases. The heavy users may constitute a small 
percentage of the numerical size of the market but forms a major 
percentage of the unit volume consumed. This analyse is also 
capable of showing the buying behaviour of different groups. 
9. Status Segmentation :
Markets can be differentiated into non-
ex-users, users, potential users, first-time users and regular users 
of a product. High market share companies like the DCM generally 
look for potential users, whereas small competitive companies are 
contended to concentrate on regular users who always patronise 
their products and tend to remain to their brands.