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