Market Segmentation:

Dividing a market into smaller groups with distinct needs, characteristics, or

behaviors who might require separate products of marketing mixes. Variables
that might be used in segmenting consumer markets are geographic,
demographic, psychographic and behavioral.

What basis of Segmentation does P&G use to differentiate the Vicks?

Geographic segmentation:

Proctor and Gamble have existence in 80 countries worldwide where Vicks

have its market and these includes countries from North and South America,
Europe, Middle East, Asia and some countries of equatorial region. Pakistan,
China, India and Russia are the major countries of Asia where proctor and gamble
sold Vicks.

Demographic Segmentation:

Age: Vicks is used by almost all ages of people.

Gender: Vicks is used by both males and females.

Income: People of low income to people of high income can all afford Vicks.

Race: Asian, Hispanic, Black and White are all can use Vicks.

Psychographic Segmentation:

Person belonging to any social class either he/she is from lower lower or
even he/she is from higher higher and person of any life style and personality can
use Vicks for cough, cold, flu, chest cold, chest conjestion and sinus symptoms.

Behavioral Segmentation:

Vicks are often used by the people on special occasions when they are
suffering from cough, cold, flu, chest cold, chest conjestion and sinus symptoms.