Brand Progressive is a company that offers a premium service to its consumers through a wide range of insurance services. Progressive is known for its auto and home insurance, but it also provides many other miscellaneous services. Progressive offers a wide range of vehicle and recreational insurance services such as auto, motorcycle, RV, travel trailer, boat, classic car, snowmobile, ATV, personal watercraft, golf cart, and Segway insurance. Progressive also offers home and property insurance services such as homeowners, renters, condo, mobile home, and flood insurance. Some of the miscellaneous services that Progressive offers are commercial auto, pet, umbrella, health, life, wedding and event, travel, Mexico auto, mechanical repair plan, …show more content…
131). For instance, Progressive used market segmentation to appeal to the characteristics of specific groups of consumers. In this particular Progressive commercial, the company used demographic, psychographic, and behavioral segmentation to pinpoint a specific market in which they intended to target. “Demographic segmentation divides the market into groups, based on criteria such as age, gender, family size, family life cycle, income, occupation, education, religion, ethnicity, generation, nationality, and sexual orientation” (Levens, 2016, p. 133). Based on what I determined to be demographic segmentation in this commercial, it seemed that the company intended to market to a certain age range, family size, income, education, and ethnicity. Psychographic segmentation is when an organization divides consumers into specific groups, according to one’s lifestyle, class, or personality characteristics (Levens, 2016, p. 133). Based on the psychographic segmentation I witnessed in this commercial, it seemed that Progressive aimed their marketing efforts towards people with a certain lifestyle, class, and people that possess certain personality characteristics. “Behavioral segmentation allocates consumers into groups based on their uses or responses to a product or service” (Levens, 2016, p. 134). Progressive used behavioral segmentation in order to market to consumers that may be recently married, new homeowners, expecting children, or established families. Progressive was able to use demographic, psychographic, and behavioral segmentation to select an optimal market in which they targeted in this