Momentum, a brand of sports cars, launched an advertising campaign with a tagline that states, "Our cars outperform most cars on the road even before you step on the accelerator." In this scenario, the company is using _____ segmentation as it targets its product to satisfy consumers who want to satisfy performance needs.

Question

Quizplus · Accepted Answer

The scenario describes how Momentum is targeting consumers who seek high performance in their cars, which falls under benefit segmentation. This means that the brand is focusing on the specific benefits that its product can offer to consumers, rather than general demographics, geographic regions, or socioeconomic factors.

Momentum, a Brand of Sports Cars, Launched an Advertising Campaign