Market Segmentation

Running head: MARKET SEGMENTATION
Market Segmentation
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1MARKET SEGMENTATION
Part 1
Image: American Airines print advertisement

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(Source: Americanairlines.au 2019)
The following paper will be based on the print advert that was developed by American
Airlines, in order to promote the spirit of taking a break from the busy lives. The above
advertisement deserves accolades as it is unlike a general advertisement aimed at generating
turnover for the company. It has been witnessed that the company has applied intensive
segmentation approach in developing the advertisement.
Market segmentation is an approach that is undertaken by companies in order to narrow
down their target or potential markets (Li et al. 2013). Segmentation gives a company the unique
ability to implement and incorporate their strategies according to the needs and requirements of a
particular target group. Proper segmentation helps in breaking down the down a large group of
audience. The adverts that marketing teams develop have been are formulated keeping in mind a
specific target group. Thus the marketing team can devise their plan and strategies according to
the needs and requirements of the target market. In large markets there are a large number of
potential customers. That is the reason it becomes difficult for companies to formulate plans
through which they will be able to target the entire groups. It further, gives the marketers the
ability to focus their message towards a particular group. Targeting gives the marketer the option
to attract and potential consumer by creating a message that would be applicable for them (Wang
et al. 2018). Moreover, segmentation helps in reduction of waste. Being able to identify a target
group helps companies in identifying the requirements regarding the materials that they need to
formulate the plan.
In the print ad, American Airlines have segmented the potential market on the basis of
psychology. The psychographic segmentation that the company has made is of great significance
for the sustainability of the consumers. They have also segmented the ad on the basis of

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behaviour of the people and the demographic. The targets of the particular advertisement has
been devised for the people of the community who show an affinity for travelling. Thus, the aim
of American airlines is to convey the message that they care for the passion of the people of the
community and thus provide service that can help them stick with the passion of the former. The
demographic that the company has targeted is the working population of the society. The amount
of stress that is built up in the then to eight jobs, is huge, thus the company offers their services
which help the people in relieving themselves of the stress that is being accumulated. It has been
witnessed that the amount of stress that gets built in an individual if they do not take a break can
turn out to be catastrophic. Such levels of stress can turn out to be unfavourable for the
organisation that the employees are engaged to. Furthermore, the CSR activity of the company
has been recognised by their initiative of corporate social responsibility. The Company has
realised that there are certain people in the population who are engaged to rigorous schedules and
hardly get a break from their work. Thus, the initiative of the company behind the creation of the
advertisement is to promote the drive of relaxation and break form the same boring work habits
of the people. The aim of the developers of the ads is to create an urge of relaxation within the
communities. The company aims to capitalise on the psychology of the people, and thus deliver
valuable experiences to the communities. The initiative of corporate social responsibility of the
company has been highlighted in the following print advertisement. The company aims to
encourage the people to find their soul by sticking with the airline company. The aim of the
company is to help the community get out their daily regime and embark on journeys to find
their SOUL.
The surfer who is featured in the advert is has been recognised as the one of the first African
American surfer who has spread his arms upright and is on surf board that is not in water. The