ASSIGNMENT 5.1 - SEGMENTATION

QUANG MINH - BAO MINH - MINH QUANG

BAO NHU - MINH HOANG

|SEGMENTATION

GEOGRAPHIC DEMOGRAPHIC BEHAVIORAL PSYCHOGRAPHIC

Region Location City size Density

Age, Gender Income, Family size,

Family type, Education, Religion,

…

Benefit soughts Occassions Usage rate

Loyalty status

Lifestyle, Belief Personality

Value, Motives, Dreams

SEGMENTATION BASES/VARIABLES

BUT DIFFERENT CATEGORY will have specific SUITABLE SEGMENTATION APPROACH to in the end for better marketing results

There are 4 general types of market segmentation with

a VARIETY OF SEGMENTATION VARIABLES which could be used effectively.

CATEGORY

DEMOGRAPHIC (Gender, Age)

• Male • Female • Children

BEHAVIORAL (Needs-functional benefits)

• Anti-dandruff • Hair health • Hair beauty

Rationale:

Genders: Males & Females definitely have different needs.

One main difference between the two is fragrance. Many

men are turned off by the smell of coconut, flowers,

passion fruit,…which are really feminine. Another

difference is: men’s scalp is more oily, women’s scalp is

more dry, which leads to different demands.

Age: Kid’s scalp is obviously sensitive and need less chemical features.

Key Players:

Male: X-men, Romano

Female: Clear, Sunsilk

Kids: Johnson Baby, Pigeon

Rationale:

Different people have different hair conditions, which

leads to different needs and demands. Some people love

beautifying their hair by improve shine & smoothness, the

others having hair issues will focus on specific shampoo

functions such as preventing dandruff or hair fall.

Key Players:

Anti-dandruff: Clear, Head &

Shoulders

Hair health: Thai Duong (Hair Fall),

Dove (Repair & Nourishment), Split-

end (Pantene)

Hair beauty: Sunsilk (Smoothness & Shine), Loreal (Color Care), OGX (Volumizing)

(Benefit Soughts – Functional Needs)

S A N I T A R Y . N A P K I N

C A T E G O R Y segmented by

BY DEMOGRAPHIC Teen (12 – 17)

Adult (18 – 30) New given birth mother BY BEHAVIORAL

(Needs – functional benefits) Pantyliner

Sanitary Pad - DAY

Sanitary Pad - NIGHT

BY PSYCHOGRAPHIC

(Lifestyle) The Feminine

The Stylish The Carefree

W&S Research

SEGMENTATION BASE: BEHAVIORAL (benefit soughts – FUNCTIONAL NEEDS)

PANTYLINER PAD - DAY PAD - NIGHT

Why? Rationale: There are 3 main stage of menstruation: premenstrual - during - postmenstrual cycle. And during menstruation, women have DIVERSIFYING DEMAND THAT FIT HER CONDITION & body: • time (day/night) • absorbency & thickness level (light/heavy flows)

• feature (wings/no wings) • sensitiveness (cotton surface/mesh surface)

premenstrual - postmenstrual (just light flow/spotting)

Sensitive

Longer pad with an absorbency suitable for

overnight use

Ultra (thin)

Maxi (thick)

SEGMENTATION BASE: PSYCHOGRAPHIC (lifestyles)

Why? Rationale: Sanitary pads are a low-involvement category. Women have to suffer all the pain & uncomfort (wet feelings). Besides, this “red-day” thing is a sensitive story to mention so women rarely talk about it. It is a dificult task for feminine-hygiene brands to engage with them at emotional level during red days but if you can, you win. This segmentation approach base on how the brand reflect

their characteristics like lifestyle, personality & attitude. There are many types of girl out there from the girly to rebel one. Choosing a sanitary napkin brand means accepting its spirit & symbol.

THE FEMININE THE STYLISH THE CAREFREE

Diana celebrate feminism.

Diana encourage girls to feel the pride of being a girl.

Kotex symbolize modern, active

& stylish girls. Kotex encourage girls to stay true to themselves even if they are hip-hop-aholic, rebel & not girly at all.

Laurier celebrate

freedom & liberation. Laurier encourage girls to overcome “bad days” & go for experience.

C E L L P H O N E . C A T E G O R Y segmented by

BY BEHAVIORAL (Needs – functional benefits)

Operation System (Android, IOS, Others)

Usage drivers (Basic, Optimum, Tech)

BY PSYCHOGRAPHIC (Lifestyle)

Photography addicted Business oriented

Social oriented

BY DEMOGRAPHIC (INCOME)

Low Mid

High

BUT cellphone category nowadays is becoming more complicated because it reflect

self-expression. It create a characteristic & a portrait of the users. Owing a cellphone not only serve functional benefits but also help consumers to speak out who they are.

Segmentation approach: MIXED BASE including demographic behavioral &

psychographic variables.

SEGMENTATION BASE: MIXED

THE BASIC USER THE OPTIMUM SEEKER THE WANNA BE THE TECH MANIA

Lifestyle characteristics

Phone is just for basic communication

Can take full

advantage of the phone • Business • Photography-aholic

• Self-esteem • Want to show off

• Social • Active • Techaholic

Benefits sought (Cellphone functions)

• Easy to use • Basic mobile

function

Have outstanding fucntion that meet their lifestyle

Elegant mobile design

• Good OS Attractive functions

Demographics ( income)

Low Mid and High High Mid and High

Q-Mobile Mobiistar Blackberry Oppo Sony Samsung Iphone Vertu

P/S: Segmentation is not so difficult

BUT a USEFUL & ACTIONABLE segment for a brand

to jump in is the REAL CHALLENGE!

Measurable

Actionable

Significant (the segment size is enough big)

Distinctive (have competitive advantage compared to competitors)

Consumer driven (dig deeper for consumer’s needs & true motivation)

|THANK YOU