On the other hand, demographic segmentation too plays foremost role in segmentation strategy of companies, where the frequent demographic variables are gender, age, income etc. (Kotler, 2005). The segmentation strategy of MINI is more close to demographic segmentation though the company tactically declares that they do not segment their market, or tag their customers to a definite demographic. The company believes that in today’s fragmented market, very few cars reach out to diverse and varied customers coming from a range of walks of life and that the company bridges age gaps that other cars can not, where young and old people drive them of all sexes in all locations in the UK and the world. In more clear words, the segmentation strategy of MINI is offering product differentiation for different age group from old to new, and the strategy behind this integrated segmentation is to differentiate from competitors through a choice of product offerings.
Schiffman et al (2003) aptly posit that product differentiation is a basis of competitive advantage, where product differentiation is the practice of differentiating the differences of a product offering from others, to create it more striking to a specific target market involving differentiating it from competitors ‘ product offerings. In their product offering MINI opens up a whole fresh opportunity of promise for its customers, and positioned in the premium car segment, the company is more than just a car and it is a lifestyle alternative that is eye-catching to all.
另一方面，人口的分割也扮演着最重要的作用，在细分策略的公司，频繁的人口变量包括性别，年龄，收入等（科特勒，2005）。 MINI细分策略更接近人口分割，但该公司战术上宣称，他们不这样做他们的市场分割，或标记他们的客户一个明确的人口。该公司认为，在今天的分散的市场，很少有车达到了多样化和多样化的客户来自各行各业的范围和，该公司桥梁年龄差距，其他车辆不能在那里年轻的和老的人驾驶他们的所有男女在英国和世界上所有位置。在更清楚的话，MINI的分割策略，提供产品差异化，为不同年龄组从旧到新，和这种集成分割背后的战略是通过选择的产品种类，以区别于竞争对手。
希夫曼等人（2003年）恰当地断定，产品差异化是竞争优势的基础上，产品的差异化，创建更引人注目的一个特定的目标市场区分不同的产品提供从别人的做法，它从竞争对手区别开提供的产品。在他们的产品提供MINI开辟了一个新的机会为客户的承诺，并定位在高档车领域，公司更不仅仅是一个汽车，它是一种生活方式的替代方案，醒目的所有。
