This document discusses three potential target segments for Burt's Bees products: 1. Social status - Upper and upper-middle class individuals who purchase expensive products to gain social status and be seen using celebrity endorsed brands. 2. Health - Consumers focused on healthy lifestyles who will purchase natural products if they provide health benefits, but have limits on prices. 3. Environment - All income levels concerned with the environment who may stretch budgets for green products and seek packages made from recycled materials.

1. Alexandra Pescador
Dr. Soysal
MKT 3300.503
Group 3
October 16, 2013
Benefit Segmentation for Burt’s Bees
1. Social Status
 The buyers who make up this segment are 66% I am taking into account people who
make up the Upper class and the Upper-Middle class. I came up with this number by
combining the percentage of the Upper class and Upper-Middle class in the United
States. I pulled these specific income classes because usually people who seem to care
more about social status are those who make more income than the average household
and then once in a while you will also see people of the Middle class buying this products
because even though they might make less money than the Upper class they want to
perhaps put a different front to society. Usually people who seek to gain social status out
of a product tend not to be price sensitive at all in their minds the more expensive a
product is the better it is. Burt’s Bees products are more expensive than your average
product and this mainly because it is a natural and organic product that is more costly to
make and produce. Solely when this buyers purchase more expensive products their main
goal is to sustain or create a higher and more elite level of social class or status they
might not be too concerned on whether the product might work or not. They only want
society to see them buying it and when society sees someone with expensive products
they automatically think they have a good job and better income than they do. After such
consideration these buyers will take into consideration what other ways the product can
satisfy them in. These types of consumers can be reached by magazines such as Vogue,
Cosmopolitan, Vanity Fair, OK Magazine, Us Weekly, and etc. Buyers with such a
mentality want to be up to date with the trends and with what famous celebrities are using
if they see a famous celebrity using Burt’s Bees they will automatically go out and buy it
because they are not too worried about why the use it they are only worried with what it
makes them look like. If they purchase a product they use society will respond to it by
making an assumption that they have and live a more elite lifestyle. They will say if Kate
Hudson and Charlize Thereon use that product than it has to be expensive so therefore
they will raise them into a higher social status. Commercials could also be made using a
famous celebrity as the face if they see someone famous using and representing our
product they will be more triggered into purchasing it and using it.
2. Health

2.  This product can be targeted to all the people in the United States that are contempt with
making their health and lifestyle their main focus. If it’s in regards to health they could
look more into stretching their budget but only if it will do a good to their body though
they can also have a limit on how far their willing to go price wise. Buyers in this area
are looking to find health benefits in Burt’s Bees and that is their main priority, with that
being the case they are looking to consume healthy products that won’t affect their health
and very likely they will come to terms that are products are natural and free of chemicals
they will know that they could do no harm to their body and they will want to make that
purchase decision. Consumers of this area could be price sensitive because they only go
so far because they are only taking into consideration how Burt’s Bees will help their
health they won’t spurge on a product just to reach a higher social status so perhaps they
won’t be willing to spend as much as the consumer with the social status mentality. They
will only purchase Burt’s Bees products only if it benefits their health and nothing else
you won’t see them purchasing our products just for the fun of it they will want to make
sure it will only do them a good. Such buyers can be reached by television channels that
mainly focus on living a healthy lifestyle channels such as the Discovery Health channel
etc. Another way would be by advertising in magazines that also focus on maintaining a
healthy lifestyle such magazines as Women’s Health, Men’s Health, Shape, Health &
Lifestyle, Parenting, etc. Also buy making commercials with famous celebrities who are
a contribution to living a healthy lifestyle such as Jillian Michaels and athletes. They will
see that if they are using Burt’s Bees than it must be because it’s good for you and your
health.
3. Environment
 The size of this area of consumers could range, we really want to entice and consider
every person possible. Natural and organic products are in fact more expensive than the
pasteurized and processed products and again it is because they are healthier not only to
your body but also for our environment and more tedious to make and product. What we
want is to send a message to our potential buyer by telling them that their investment in
our product might take them out of their price comfort zone though in the end they will
see why they made the right choice. Getting them into such a mentality will trigger them
into broadening their budget. For such reason all income classes are a target because not
only buyers in the upper class are environment concerned the people in the lower class
are concerned about our environment as well or maybe even more. Eco-friendly buyers
could be price sensitive though as I mentioned if we can get them to look that their
investment with Burt’s Bees as their best choice they will be willing to spend that extra
dollar with us but they can also have a limit and may not want to completely spurge.
Environmental buyers seek a product with a very green appearance making a product out
of recycled materials for them is golden and they will cherish it even more and will stop
to look at. What they want is a product that mainly does a good to our planet they will
want a product that its package was made out of recycled materials and made natural and

3. not by using chemicals that harm our planet. Burt’s Bees more than being a healthier
product is also a product made from the natures of Earth since our products are more
natural we focus on not using chemicals in our products. Our eco-friendly buyers use our
products to raise awareness to our society they want them to swift to a more natural and
organic company rather. They will use our products to begin a chain reaction amongst
our society if one sees a person that they know is aware of our environment they will
know that most likely our product is green and natural and will be more interested in
perhaps buying it. We could begin with the states of Colorado, Idaho, Vermont, Maine,
etc. such states are known to be very eco-friendly and green so we could hit those areas
hard by advertising our products more in these states by doing so we would first get to
the people that we know are more environmental. Our products could be advertised in
magazines such as: The Environmental Magazine which is a magazine that is all about
maintaining our environment. We could make commercials and make people like Brad
Pitt and Jessica Alba who are actors that have shown interest in saving our planet by
making green products and houses and show these commercials on a variety of channels.
Our next stop would be promoting our product heavily in stores such as Whole Foods and
Sprouts stores that sell organic and natural products in abundance.