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.