Name: Ghafoor LalaDept: JMC

Semester: 5th Kohat University of Science and

Technology.

Marketing SEGMENTATION Market segmentation:  is

a marketing strategy which involves dividing a broad target market 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 segmentationGeographic segmentation divides the

market into different geographical units such as nations, regions, states, counties, or cities.

Demographic segmentationDemographic 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 segmentationPsychographic segmentation divides

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

Behavioral segmentationBehavioral segmentation divides buyers

into groups based on their knowledge, attitudes, uses, or responses to a product

IntroductionLux 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 LUXUnilever 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 delightEnergizing fruitAqua sparkle