Assignment 5.1 Hieu An– Quynh Phuong – Hoang Yen – Quang Huy - Lan Chi

1. segmentation
Hieu An– Quynh Phuong – Hoang Yen – Quang Huy - Lan Chi

2. segmentation
The 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

3. 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

4. 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
Thinness
High Absorption
Softness
For night
Sanitary Napkin

5. 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&post
menstruation)
Special Occasion
(After Birth)

6. 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

7. Shampoo

8. 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

9. 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 care
Anti-
Dandruff
HAIR HEALTHFOR MEN SMOOTHNESS
Fragrance
Cleansing
Anti-
Dandruff
Anti-Breakage
Hair fall
Split- End
Hair Nutrition
Color Protection
Smooth&Soft
Shiny
Affordable

10. Mobile Phone

11. OPTIMUM
SEEKER
BASIC-
FUNCTION
SEEKER
TECHNOLOGY
FREAK
WANNABE CLOSED BUDGET
DURABILITY
SEEKERS
Needs: communicate,
connect & entertain
Motivation:
convenience that
mobile brings
Knowledge: medium
Needs: communicate
Motivation: user-
friendliness &
comfortability
Knowledge: limited
Needs: communicate,
connect & entertain
Motivation: experience
new technologies
Knowledge: high
Needs: communicate,
connect & entertain
Motivation: self-image,
self-expression
Knowledge: limited-
medium
Needs: communicate
Motivation: best value
for money
Knowledge: limited-
medium
Needs: communicate
& connect
Motivation: durability,
even at higher price
Knowledge: 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.

12. OPTIMUM
SEEKER
BASIC-
FUNCTION
SEEKER
TECHNOLOGY
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