Gender Segmentation

There are some products that are sold that are specifically for a gender. Below is a youtube video of a Miller Lite commercial. Gender segmentation is the process of dividing a total market into groups with relatively similar products needs to design a marketing mix that matches those need. This commercial displays gender segmentation because light beer is not for men. But in the commercial the man is wearing a scarf that he believes in style so the bartender gives him a light beer because he is not manly enough.