segmentationHieu An– Quynh Phuong – Hoang Yen – Quang Huy - Lan Chi
segmentationThe process of defining and subdividing a large homogenous market into clearly identifiable segments having similar needs, wants, or demand characteristics. Its objective is to design a marketing mix that precisely matches the expectations of customers in the targeted segment.
The four basic market segmentation-strategies are based on:
GEOGRAPHIC DEMOGRAPHIC BEHAVIORAL PSYCHOGRAPHIC
Key cities “A level & University Students”
“Consumer wanting a value for money
impulse buy”
“Consumer who prefer to buy fairtrade food”
- Region- Size of metropolitan- Population density- Climate
- Age, Income- Marital status, Gender- Education, Family size- Social status, Occupation
- Benefits sought- Usage occasions- Usage rate- Readiness to buy
- Motivation- Personality- Value- Lifestyle- Belief
We can segment each market by many factors ( in 4 bases) BUT there is almost one factor
which is the most revelant with key attributes of that category.So in this assignment, we flexibly choose the most suitable base for each market
segmentation
To be specific:
- Shapoo Category: Behavioral Segmentation (Benefits Sought)
- Mobile Category: Psychographic Segmentation (Motivations + Mobile
Knowledge)
- Sanitary Napkin Category: Behavioral Sementation (Usage Occasions)
segmentation
Based on ocassions when using sanitary napkin: daily – special occasion – during menstruation.
And during menstruation, women have a variety of different demands/ needs.
Daily(pre and post menstruation
Special Ocassion (After birth)During Menstruation
ThinnessHigh Absorption
SoftnessFor night
Sanitary Napkin
Use for the first & last days of period ( less
amount of “strawberry”)
Special design for the after-birth days which amount of “strawberry” is hugely more
than normal period
Daily (pre&postmenstruation)
Special Occasion (After Birth)
DURING MENSTRUATION
THINNESS
HIGH ABSORPTION
SOFTNESS
FOR NIGHT
Slim fit to provide the comfortability so that
consumer can freely do activities
Able to absorp “straw” quickly that consumer can safely do activities
Specially designed with materials, which serve
for sensitive skin
Longer sanitary napkin with variety of sleeping
position
Shampoo
The available segments of shampoo can be based on different segmentation such as demography,
geography, psychoraphy, or behavior.
DEMOGRAPHIC SEGMENTATION (GENDER)Male : Clear men, Xmen, Romano, etc.
Female: Dove, Sunsilk, Pantene, etc.
Children : Johnson’s Baby Shampoo, etc.
GEOGRAPHIC SEGMENTATION (REGION)Urban: Enchanteur, Pantene, etc.
Rural : Sunsilk, Rejoice, etc.
Example:
PSYCHORAPHIC SEGMENTATION (PERSONALITY)Warming, selfaware yet having insecurities: Dove.
Optimistic, striving for autonomy: Sunsilk.
Hairhealth care, interested in beauty & fashion :Pantene
But being a shampoo product, the demographic and geographic segmentations are not as important as behavioral segmentation specifically benefit sought. So the core segments of haircare category are based one benefit sought. According to it, we have 4 main segments:
ANTI-DANDRUFF
Scalp careAnti-Dandruff
HAIR HEALTHFOR MEN SMOOTHNESS
FragranceCleansing Anti-Dandruff
Anti-BreakageHair fallSplit- EndHair NutritionColor Protection
Smooth&SoftShinyAffordable
Mobile Phone
OPTIMUM SEEKER
BASIC-FUNCTION
SEEKERTECHNOLOGY
FREAK WANNABE CLOSED BUDGET DURABILITY SEEKERS
Needs: communicate, connect & entertain
Motivation: convenience that
mobile bringsKnowledge: medium
Needs: communicateMotivation: user-
friendliness & comfortability
Knowledge: limited
Needs: communicate, connect & entertain
Motivation: experience new technologiesKnowledge: high
Needs: communicate, connect & entertain
Motivation: self-image, self-expression
Knowledge: limited-medium
Needs: communicateMotivation: best value
for moneyKnowledge: limited-
medium
Needs: communicate & connect
Motivation: durability, even at higher priceKnowledge: medium
Because the basic needs of mobile category (e.g. communicate, connect, & entertain) have now become by default for brands to compete, brands need to further dissect these need-based segments into smaller group for better portfolio management (i.e.
communication, pricing, etc.)So, keeping consumers’ needs in mobile category in mind, our team further dissect the mobile category into 6 segments based on
1) their motivations to mobile and 2) the extent of their knowledge on mobile.
Why?1. We choose motivation to mobile usage because we realize that consumers now want very specific things. Motivation to mobile
will also help us to better design our products at suitable price for consumers.2. We choose extent of knowledge because it guides us on how to build the user interface and consumer experience while using
the product.
OPTIMUM SEEKER
BASIC-FUNCTION
SEEKERTECHNOLOGY
FREAK WANNABE CLOSED BUDGET
DURABILITY SEEKERS
They want the feeling of being
served by technological
advancement and enjoy the way it
improves their life experience.
Majority are married, average age of 35.
Little knowledge about phone. Use
phone only to communicate.
Friendly usage and comfortability is all
they need.
They want experience with the
advancement of technology itself
Mobile phones define who they are, how they should be
treated and their achievement in life.
I want what I can offer me the best as
within budget
Only hi-valued products come with
good quality