Young Marketer Elite 4 - Assignemnt 5.1 - Quang Minh - Bao Minh - Minh Quang - Minh Hoang - Bao Nhu

1. ASSIGNMENT 5.1 - SEGMENTATION
QUANG MINH - BAO MINH - MINH QUANG
BAO NHU - MINH HOANG

2. |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.

3. CATEGORY

4. DEMOGRAPHIC
(Gender, Age)
• Male
• Female
• Children
BEHAVIORAL
(Needs-functional benefits)
• Anti-dandruff
• Hair health
• Hair beauty

5. 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

6. 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)

7. 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

8. 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)

9. 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.

10. 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.

11. 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 SamsungIphone Vertu

12. 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)

13. |THANK YOU