The importance of age all other segmentation criteria
Every product or service is aimed at a group of target consumers with particular characteristics. This is
because products assume some moment in the consumer's routine, culture or knowledge, or even the
approval of society. One method of targeting is via age, which can be divided into two main areas: biological
(actual) age and psychological (mental) age. For example, it is quite clear the consumption of health products
or services are connected very strongly with biological age. On the other hand, the consumption of cultural
services, such as the theater or literature, will be much more influenced by the psychological age.
B Age has a noticeable effect on the needs of consumers in many areas. On the other hand, other markets
stay fairly similar throughout life, such as food products, for example, since we all need to eat. But even for
a market that involves everyone, segmentation by age is often important because it allows for more precise,
and therefore more effective, marketing and advertising. An example is the lower-fat cheese range from the
Bongrain Group in France called 'Fine Bouche', which is supposed to be aimed at everyone. Some years after
it first entered the French market, the brand discovered it was selling more among the over 50s, who found
in this product the right balance between taste and lightness (health concerns are always stronger among
the over 50s than in any other age group). The company decided to take advantage of this by making a TV
'infomercial' designed to interest directly the over 50s and broadcast only during the day over two TV
channels with many 50+ viewers. With a very modest budget (about 300,000 euros per year), sales volumes
increased by 40% in the months following the campaign. Thanks to this strategic choice, the brand became
the leader of its market sector in two years.
C In the USA, from the 1920s, while the Model T Ford had 55% of the car market, General Motors chose a very
different strategy to divide its brands according to the age of its customers. The idea was that for each stage
of a person's life, there was a price range, together with a certain standard of comfort and equipment. This
strategy was presented as 'A car for every purse and every purpose'. Each brand had its target age of
consumer, from the cheapest Chevrolet (for the young and less well off), through the Pontiac, Oldsmobile,
Buick, up to the top of the range, with the Cadillac (for the old and rich). When a person is young, a car must
present a certain image and at the same time have room to take friends. Later, it must accommodate child
seats and frequent trips to the supermarket. Afterwards, it must show that one has reached a certain social
status while still allowing for issues such as safety, comfort and size. All of this matches the majority of car
buyers' behavior in 2002, including more unusual behavior that is beginning to appear, for example, those
over 50s who go for the smart 'young' small cars, such as the Twingo from Renault, the Yaris from Toyota,
or even the Smart.
D Every marketing manager is always looking for the most relevant and operational criteria for building a target
market. It is quite clear that age is one, if not the key, criterion that drives consumer behavior. Above all, it
has the advantage of being simple, real and easy to use in terms of media planning. Simplicity is a basic virtue
in marketing! When age is used as the central criterion for segmentation one realizes that it is in fact
statistically the best way to design a reasonably accurate model of the targeted consumer. It will therefore
be relatively easy for the marketing manager to think about the economic situation, financial resources,
main needs as to equipment and services, preferred shops, the best time to advertise, and so on.
3 Read each paragraph in the text again. Underline the supporting sentences. Which type of supportdetails, examples or explanation — is used in each paragraph?
a Age is the most effective criterion for a company to plan its marketing strategy. _____
b Everybody is influenced in their purchasing by who they are and marketers target this. _____
c If a company chooses an effective strategy to target their consumers, sales can grow and even
lead to the company becoming a market leader. _____
d Companies with a wide product range can be successful by targeting each product at one
consumer group. _____

The correct answers are:

a- Age is the most effective criterion for a company to plan its marketing strategy. D

b- Everybody is influenced in their purchasing by who they are, and marketers target this. A

c- If a company chooses an effective strategy to target their consumers, sales can grow and even lead to the company becoming a market leader. B

d- Companies with a wide product range can be successful by targeting each product at one consumer group. C

To identify the supporting details of a paragraph, we should read the text twice, the first one to have a general idea and the second one to identify the arguments and what supports them.

"Some years after it first entered the French market, the brand discovered it was selling more among the over 50s, who found in this product the right balance between taste and lightness. The company decided to take advantage of this by making a TV 'infomercial' designed to interest directly the over 50s and broadcast only during the day over two TV channels with many 50+ viewers. Thanks to this strategic choice, the brand became the leader of its market sector in two years."

"When a person is young, a car must present a certain image and at the same time have room to make friends. Later, it must accommodate child seats and frequent trips to the supermarket. Afterward, it must show that one has reached a certain social status while still allowing for issues such as safety, comfort, and size. All of this matches the majority of car buyers' behavior in 2002..."

" When age is used as the central criterion for segmentation, one realizes that it is in fact statistically the best way to design a reasonably accurate model of the targeted consumer. It will therefore be relatively easy for the marketing manager to think about the economic situation, financial resources, main needs as to equipment and services, preferred shops, the best time to advertise, and so on."

In conclusion, the first paragraph is supported by the idea that the purchase is conditioned by who we are. This is shaped by culture, society, and knowledge. The second paragraph's evidence is that an effective strategy to target consumers can make sales grow, like the case of the cheese commercial in two channels. The third paragraph is supported by the idea that there is a product for every consumer group. An example is the case of the different cars according to the customers' age and their necessities. Lastly, paragraph four evidence is that age is the key in a marketing strategy since, as the explanation in the paragraph says, it gives a profile according to the age and the necessities of that population.

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