Market segmentation:

The preparatory point for discussing market segmentation is mass-marketing.

The market for any product is normally made up of several segments. A ‘market’ after all is the aggregate of consumers of a given product. And, consumer (the end user), who makes a market, are of varying characteristics and buying behaviour. There are different factors contributing for varying mind set of consumers. It is thus natural that many differing segments occur within a market.

In order to capture this heterogeneous market for any product, marketers usually divide or disintegrate the market into a number of sub-markets/segments and the process is known as market segmentation.

Attributes of effective market segmentation:

Identifiable, measurable, substantial, accessible, differentiable, profitable, durable, compatible, actionable.

Now we will describe PRAN juice market segmentation under the umbrella of age, gender, occupation, income, location, social class, lifestyle, personality and behavioural variables:

AMCL (PRAN) company” offers best quality juice with different packages to customers at a very competitive price. Depending on the market researcher’s information and considering the growing depend of different juices PRAN is in the top position.

Age

PRAN’s  primary target was only the young generation where the age may vary from 16-27. But it is not limited within this age. It has also spread out among the children noticeably as well as the people above 27 years

Gender 

Both young boys and girls are the target market for the PRAN  juice. It is not specially made for any particular gender

Occupation

Occupation is not clearly defined for the target market of Pran juice; however where the age varies within the young generation as well as children so it can easily be understood that most of them will be whether student or doing any job or business

Income

PRAN  juice  preserve 500ml, and 900 ml Orange, Mango, Cocktail Special juices which will be totally sugar free but sweet. They keep their price relatively low than other soft drinks and fruit juice. The whole production process is in strict conformity with international standards, and constant research and development all products. Pran Juice provided superior value to their customer who they promised throwing advertising.

 Location

Almost all the places of urban and rural area are under the PRAN’s distribution. Especially in each and every part of the Dhaka and Chittagong city PRAN is available. The company has emphasized on Dhaka where more than half of total sales (52%) comes from only Dhaka.

Social Class

PRAN is targeted for the upper part of the lower class, middle class, upper middle class, and lower part of the upper class of the society.

Lifestyle

The targeted market of PRAN is basically young generation who like gossiping, chatting, hanging with friends, making fun, watching movies, listening music etc. PRAN has also focused on their customer’s lifestyle in product, advertising and packaging.

Personality

The customers of the PRAN are mostly action oriented people which include especially the experiences.  It also focuses the personality of the status oriented people including achievers and strivers.

Target Market of PRAN juice

6.1 Age

Age is the major determinants in targeting the consumers. PRAN reflects the Bangladeshi culture and it represents youth. From our survey, we have found that PRAN is most preferred in the age group between 20-25 years (85% of 100).  Moreover, the least PRAN  preference comes from two age groups: 25-35 years and 35-45 years, about 1%.

6.2 Sex 

Beverage is used for thirst-quenching purpose and this product is gender neutral, meaning there is no such kind of obligation to consume the product for male or female. However, from our survey outcome, we’ve found that 71% of the consumers are male and 29% are female from 100. All the respondents are from urban location.

6.3 Occupation & Income

Consumers’ purchasing pattern, lifestyle and status largely depend on their occupation and average monthly income of the family. The social class of the target respondents was determined by their income or taking from family. PRAN is a low involvement product and it is good enough to consume by upper and middle class. From the survey respondents, students are the most who purchase PRAN and their income level is less than 5000 taka. Business people, private service personnel and other earning people consume less amount of PRAN although their income is comparatively high than the students

Brand position of PRAN

^{“PRAN” is currently one of the most admired food & beverages brand among the millions of people of Bangladesh and other 82 countries of the world where PRAN Products are regularly being exported.}

^{All the PRAN products are produced as per international standards maintaining highest level of quality at every stages of its production process.}

^{PRAN is currently producing more than 200 food products under 10 different categories i.e. Juices, Drinks, Mineral Water, Bakery, Carbonated beverages, Snacks, Culinary, Confectionery, Biscuits & Dairy. The company has adopted ISO 9001 as a guiding principle of its management system. The company is complaint to HACCP & certified with HALAL which ensures only the best quality products are reaches to the consumers table across the Globe.}