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Effective segmenting is based on overall business and marketing objective (Duncan, 2005). Different product segment may target different customers as each of the product segments may give different benefits or value to the customers.
2.0.1 Life-cycle Stage
Mead Johnson has five products segment which are pregnant and breast-feeding mother, 0-12 months, 6-18 moths, 1-3 years and 4-6 years. Whereas Dumex has four products segment which are for pregnancy, infant (0-12 months), toddler (1-3 years) and young child (3-6 years). Both of the company product segments that under the life-cycle stage are targeting different types of customer needs and wants...
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