Demographically, a market can be divided into different segments based on a number of
factors like age, education, income and others (Fahy & Jobber, 2012). Through demographic
segmentation, this campaign selects undergraduate university students. This demographic
segment has been chosen for a number of reasons. First, university students need to make friends
in their new learning environment. When students first meet, they do know each other well.
They come from different nationalities and knowing each other is usually a challenge.
University students need to socialize because most of the activities they will be undertaking in
school require team work. Therefore, it is important that they know each other right from the
start so they can socialise well. Apart from socialising, friends made during undergraduate
studies become a part of the networking circle that that one will keep throughout their life and
which friends relevance in work and other aspect of social life. This strategy is therefore aimed
at helping undergraduate university students make friends with ease. In addition, a market can
be segmented on basis behavioural aspects of the consumers (Dahlen, 2010). University students
are outgoing and socializing. Most of the time, they go out with their friends and undertake
different activities like clubbing. The major challenge is that most of them will keep a circle of
friends they are only familiar with. This campaign therefore aims at expanding the boundaries of
friendship by providing them with a chance to make more friends outside their comfort zone.
The strategy will allow them to socialize with friends outside their existing friends…..
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