#SenecaSoMe #SMD101 #Segmentation

1. Carolina Carbonaro
Segmentation
AUTOMOBILE
MARKET
#SenecaSoMe #SMD101 #Segmentation

2. 2
Project Objectives and Scope
• Overall Goal: Develop 5 different
segments to automobile market to better
understand the customer needs and wants.
• Objective: Understand detailed profiles of
consumers as an input to developing creative
and messaging strategy through Facebook or
Instagram ad.

3. 3
AUTOMOBILE MARKET
• Sales to consumers represent the
main source of revenue.
• Brands are constantly trying to build
their image in the minds of their
audiences.
• Manufacturers market their vehicles
to attend the needs and desires of
their public.
Know your market segmentation facilitate:
- understanding of what type of audience
is a priority for the marketing
- Conveying product characteristics focused
on the desired consumer group
- Optimizing and directing marketing
efforts

4. SEGMENTATION PROCESS
IDENTIFY
4
• The segmentation is based on a wide range of inputs
“KEY DRIVERS” OF
SEGMENTATION
▪Behaviors
▪Psychographics
▪Benefits
▪Demographics
CREATE
FIVE
OPTIMAL
SEGMENTATIONS

5. 5
EXPERIENCERS CONFIDENT ACHIEVERES RULERS CAREGIVERS THINKERS
FIVE OPTIMAL SEGMENTATION OVERVIEW
All images source: Pixabay, CC0 creative commons
N
A
M
E
I
M
A
G
E
P
R
O
F
I
L
E
Technology is a passion for
this group. They prefer all
products in their lives to have
the latest/greatest technology
Technology is always
changing and they are open
to EXPERIENCE the new.
This image represents a group
that is young, independent,
tech-savvy. Don’t matter what
they do, technology is always
part of it.
This group is confident
in their choices. Driving
is a very personal
experience.
This family-oriented group
is looking for durability
and versatility in a vehicle.
They’re driven to ACHIEVE
goals and They’re
CONFIDENT in their choices
This image represents a
group that is self- confident
For them, appearance is
everything and like to show
off.
Families have their own
RULES. They create what
they believe to be the right
for their family.
This image represents a
group that is family-
oriented.
This group seeks products
that simplify and enhance
their lives and are not
harmful to the environment
They CARE about the
society, the environment
and want help.
This image represents a
group that is intellectual,
who is updated with the
latest news about the
environment
The most price sensitive
and practical, this group is
looking for the best deal.
Price is the key drive of their
purchase and before they do
it, they always THINK if it’s
the right choice.
This image represents a
group that is elderly,
retired. They’re rational
and practical.

6. B
EXPERIENCERS
CURIOUS
CHALLENGING
TECHNOLOGY
MODERN
• Technology helps me stay connected with the world
• I can’t imagine life without the internet anymore
• I prefer products, and vehicles, with the latest
technology
• I like to challenge and push myself to be the best
• It’s very important to be an individual and not part
of the crowd
• I like to try new products and brands
ATTITUDES PERSONALITY
DEMOGRAPHICS
• Age: 25- 35
• HH Income: ~ 80K
• Geographic: Urban/High Suburban
• Education: College / University
Curious
(interested in everything,
exploring)
Freedom
(freedom of action and thought)
Independent
(self-reliant, self-sufficient)
BENEFITS
PASSIONS, INTERESTS AND PURSUITS:
Shopping
Stay Fit
Weekend
getaways
• Status
• “Smart” Technology
• Advanced Connectivity
• Styling that attracts attention
Music festivals
Likes to share
opinions online
Technology is a passion for this group. They prefer all products in
their lives to have the latest/greatest technology. The styling of a
vehicle needs to be attractive but more important is the technology
on the inside.

7. B
CONFIDENT ACHIEVERS
GOALS=SUCCESS
PERSONAL
CONFIDENT
LUXURIOUS
ATTITUDES PERSONALITY
DEMOGRAPHICS
• Age: 32 - 44
• HH Income: ~ 150K
• Geographic: Urban Elite
• Education: University / Master
BENEFITS
PASSIONS, INTERESTS AND PURSUITS:
• Risk taking is exciting to me
• Money is the best measure of success
• People come to me for advice before buying things
• The type of vehicle I drive needs to reflect my social
position
• I like having a vehicle that attracts attention
• My driving time is my 'personal time' when I can shut
out the rest of the world
Driven to reach goals
(filled with challenge,
novelty, change)
Wealth
(material possessions,
money)
Going to
“beach”
Keep up
with the
latest fashion
trendy
Shopping
Road Trips
Belong to
exclusive clubs -
Yatch Club
• Luxurious
• Styling that attracts attention
• Proud to own
This group is confident in their choices. Driving is a very personal
experience. A vehicle needs to appeal to their senses and reflect their
achievements and social status by being attractive and luxurious.

8. B
RULERS
ATTITUDES PERSONALITY
DEMOGRAPHICS
• Age: 38- 55
• HH Income: ~ 110K
• Geographic: Urban / High Suburban
• Education: College / University
• Marital Status: Married
BENEFITS
PASSIONS, INTERESTS AND PURSUITS:
FAMILY
TRADITIONAL
DURABLE
INDEPENDENCE
• My family comes before anything else
• Religion plays an important role in my life
• It's very important to be an individual and not just
part of the crowd
• I can become anything I want as long as I put my
mind to it and work hard
• A vehicle helps me explore new places
• I keep a vehicle as long as possible
Honoring Parents & Elders
(showing respect)
Respect for Tradition
(preservation of time-
honored customs)
Camping
Visiting with Family/
Friends
Fan of
baseball
Stay Fit/
Play Sports
Going to
beach/countryside
•Proud to Own
•Durable
•Accommodates Passenger/Cargo Needs
This family-oriented group is looking for durability and versatility in a
vehicle. Owning a vehicle provides them with the freedom to go places
and is a realization of a dream. Technology is not a priority for them.
It’s important for them to be seen as an individual, not just following
the crowd.

9. B
CAREGIVERS
ATTITUDES PERSONALITY
DEMOGRAPHICS
• Age: 37-48
• HH Income: ~ 110K
• Geographic: Urban/ Suburban
• Education: University
BENEFITS
PASSIONS, INTERESTS AND PURSUITS:
Purpose-Driven
(goal oriented, determined)
Environmentally Conscious
(cares about environment,
sustainable world)
• Engine Technologies (Environment & Fuel Economy)
• Latest Technology
• I’m environmentally conscious
• I want provide a bright future to my children
• The type of vehicle I drive needs to reflect my
beliefs.
• Driving is a social activity I share with others
'friends/family‘
ENVIRONMENTAL
PURPOSEFUL
FUEL ECONOMY
TECHNOLOGY
Visiting
museums
Going to the
theatre
Follows
Politics/
World
Affairs
Volunteer
work
Rational and purpose-driven, this group seeks products that
simplify and enhance their lives and are not harmful to the
environment.

10. B
THINKERS
PRACTICAL
LOW PRICE
COST OF OWNERSHIP
ATTITUDES PERSONALITY
DEMOGRAPHICS
• Age: 60-75 (retired)
• HH Income: ~ 90k
• Geographic: High Suburban
• Education: College/ University
BENEFITS
PASSIONS, INTERESTS AND PURSUITS:
• When I shop price takes precedence over brand
name and design
• To me, vehicles are simply transportation
• I'll acquire the easiest to maintain vehicle or one
with lowest expected maintenance costs
• I keep a vehicle as long as possible
Honest
(genuine, sincere)
Self-Discipline
(resistance to temptation)
Cooking
Visiting with family/
friends
Go to the
movies
•Lowest priced vehicle in class
•Low maintenance costs
The most price sensitive and practical, this group is looking for
the best deal. For them the vehicle is a long-term investment.

11. 11
The Facebook ad targets the “confident achievers" segment of
the automobile market. These are people driven to achieve
their goals and they are confident in their choices. The image
selected represents the target market in terms of lifestyle,
attitude, age and gender. The idea is to showcase success and
how it can empower you. All the elements in this image
contributes to it, the luxurious house in the background , the
well dressed woman and the black car with a prestigious
design. It´s elegant, sophisticated and show determination. This
is the positioning of the luxurious cars at Autus Motors. The
message “Be power and sophisticated with Autus Motors"
suggests that when you have a luxurious car with Autus Motors,
you achieve success, you attract attention and you became
unique.
FACEBOOK AD – Confident Achievers Segment
Source: Pixabay, CC0 creative commons
• Understand the segment, helps to build the Facebook Ad that will talk to this public and attract their attention.

12. 12
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