Name: Ghafoor Lala

Dept: JMC
Semester: 5th
Kohat University of Science and
Technology.

Marketing
SEGMENTATION
Market
segmentation:

is
amarketingstrategy which involves dividing
a broad targetmarket into subsets of
consumers, who have common needs,
interests, and priorities, and then designing
and implementing strategies to target them.

Types of Market segmentation

Geographic
segmentation
Geographic segmentation divides the
market into different geographical units such
as nations, regions, states, counties, or cities.

Demographic
segmentation
Demographic segmentation divides the
market into groups based on variables such as
age, gender, family size, family life cycle,
income, occupation, education, religion, race,
generation, and nationality

Contd..
Demographic segmentation is the most

popular segmentation method because

consumer needs, wants, and usage often vary
closely with demographic variables and are
easier to measure than other types of
variables

Psychographic
segmentation
Psychographic segmentation divides
buyers into different groups based on social
class, lifestyle, or personality traits.

Behavioral
segmentation
Behavioral segmentation divides buyers

into groups based on their knowledge,

attitudes, uses, or responses to a product

Introduction
Lux is currently a product of Unilever. The

name "Lux" was chosen as the Latin word for

"light" and because it was suggestive of
"luxury.
In Pakistan Lux was first introduced in 1957
and till now Lux has become one of the top
soap in Pakistan.

Market Segmentation of
LUX
Unilever Pakistan Ltd. segments their market
according to geographical areas. The
population of the country is segmented into
three parts which are urban, sub urban and
rural area consumers.
LUX is not a highly expensive but an
affordable product. That is why the company
targets urban and sub urban, upper middle
and middle class people who are the second
highest population of segment of the country.

LUX is offered in Pakistan in four different

flavors which are:

Orchid touch
Almond delight
Energizing fruit
Aqua sparkle