Bud Light Segmentation Analysis

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Segmentation variables can be classified into four major classes; geographic, demographic, psychographic and behavioural. The use of these categories either individually or in combination assists companies to identify and establish market segments which is relevant to the product or service they are offering. This in turn helps these organisations to evaluate the relevant segments to choose the pertinent target market. With relation to the Bud Light advertisement, the segmentation variables that are at play are geographic, demographic and psychographic. With the use of multiple variables, it gives the company a better understanding of the segmentation and helps identify their relevant target market. Geographic segmentation is when the market is divided into locations, regions, countries, cities, states and so forth. In the advertisement, geographical segmentation is identifiable when the guy, Ian Rappaport is taken from the bar into the city, where they make a stop in actress; Minka Kelly’s dressing room and they move on further to another location where he meets actor; Don Chead...

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