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 Nissan most likely to use?

ocassion segmentation

benefit segmentation

gender segmentation

lifestyle segmentation

Transcribed Image Text:Nissan was expecting a warm market reception and significant sales when launching its all-new Almera sedan, passenger car, in the fourth quarter of 2012. "After more than 20 years of absence, we are finally launching the new segment sedan for Nissan and expect it to do well" said Mr. Ang, the executive director. "How can we go wrong when the Almera is called as the most sellable sedan in the world?" Nissan Almera was marketed with both an automatic and manual transmission (shift), promising great fuel efficiency, competitively priced between 16.000$ and 20.000$-plus in passenger car market. If extra feature/equipment added, list price could increase to 25.000$. It was among the best-selling sedans in the global market with over 460,000 units sold worldwide since its launch. In China, almost 18,000 units of the Almera were sold in a month, while in Thailand it was 7,000 units a month. Thailand was not a passenger car sedan market and yet the people were so into this car. "We are a passenger car, so that is why I am confident it will do very well here", explained Mr. Ang, adding that the Almera is expected to increase the market share of Nissan brand from the present 5.3 per cent to 5.6 per cent.

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