Description
Publix SupermarMarketing Plan project, discuss:
A) Segmentation Bases
1. Review the five general segmentation bases in section 8-4 of your text.
2. Describe what base or bases your company uses to segment its market.
B) Positioning
1. Review positioning in section 8-9 of your text.
2. Describe the position of the products marketed by your employer? Is this a good position? Why / Why not?
Explanation & Answer
Attached.
Running Head: PUBLIX SUPERMARKETS
1
Publix Supermarkets
Name
Institutional Affiliation
PUBLIX SUPERMARKETS
2
Segmentation Bases
At Publix Supermarkets, market segmentation is highly employed. Publix divides entire
customer market into subgroups that share similar characteristics. The segmentation bases that
are used by Publix include demographic segmentation, geographic segmentation, and behavioral
segmentation. In terms of demographic segmentation, customers at Publix are categorized based
on their sex, age, occupation, and income (Armstrong et al., 2015). In marketing products, age is
used to categorize customers into youths, teenagers, young couples, children, older fami...
