WristTactical, a watch manufacturer, specializes in manufacturing tactical watches for Navy divers. The company launched an ad campaign that stressed the water-resistant and endurance characteristics of its watches. In this scenario, WristTactical is making use of segmentation.

benefit

Explanation:

         Advertisement is defined as the way of telling the potential consumer about the product describing its qualities and the product benefits of using it. It is the non personal communication between the consumer and the organization  about a product or services.

         The benefit segmentation refers to the division of the market which is based on the perceived value and the advantage the consumer perceived from a product.

         In the context, WristTactical makes use of the benefit segmentation of the product by launching an advertisement which showed the water resistant as well as the endurance characteristics of the watches that it manufactures.

WristTactical is making use of BENEFIT SEGMENTATION.

Explanation: Benefit segmentation can be said to be a marketing strategy that is aimed at dividing market based upon the preference of the consumers.  These can be things such as quality, performance, customer service, special features, or other benefits.

An example can be seen in the question whereby the watch company specified a particular design of watch specifically for Navy divers.

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