MARKET SEGMENTATION

Learning Task 1.2.2 - Market segmentation / 4 ex. Each 

1. GEOGRAPHIC - Geographic segmentation, which customers group based on their locations, is frequently one of the simplest to understand. There are several ways to define this as; Country, Region, City, and postal Code. For live marketers aiming to target local audiences. It is conceivable. For instance, to group customers within a predertermined radius of a specific area. When advertising to consumers, being aware of the location of your customers provides for a variety of concerns.

2. Mc Donalds   - I know we are all known this famous fast food chain, Mc Donald. Not just it owns thousands of real estate or branches in the world more than the catholic church. It is very famous on its food and services. Mc Donald remains the one of the best fast food chain in the world. The fast food chain is known for its glocalization strategy, by adapting countries’ food cuisine. For a country like the Philippines, Mc Donald adapt its menu to Filipino culture, adding rice to chicken meal. Pandesal burger, not just in the Philippines but in other parts of the world like Japan, its famous Sakura Float.

Ikea - Ikea is a Swedish multinational conglomerate base in Netherlands that creates and markets ready to assemble furniture, kitchen appliances, home decor, and other products and services. Thus, Ikea has held the title of largest furniture retailer in the world since 2008. Known for its creative and flexible brand, Ikea tends to offers seasonal promotions to run for a long period of time. It is important to always consider the climate or season when we talk about market segmentation. In this way you have to identify what climate, season you are in that is appropriate to sell your product or services.

Capsule hotel - or Kapuseru Hoteru or in english term Capsule hotel, commonly referred to as pod hotels in the western. It is a style of lodging created in Japan that consist of numerous tiny capsule-shaped rooms. For travelers who don’t need or can’t afford the large, basic overnight accommodations.

Nike - In the US, Nike is likely to emphasize baseball and American football, whereas in Europe, product advertisement for soccer (known as football in Europe) are more likely to be seen. Make sure you comprehend the specifics of the areas you intend to operate in if you are using segmentation method to target a new geographic area. 

1. DEMOGRAPHIC - Demographic segmentation is the easiest one to identity in market segmentation. It is simplest and straightforward method of identifying customers’ groups. It is nonetheless effective. The process of segmentating population and demographic factors such as: age, gender, ethnicity, Income, educational level, Religion. By using demographic segmentation to target potential clients according to their income.This way it is easier to target you potential customers. 

2. Dove soap for baby - we can all agree we always give our babies 100% care and protection. Dove provide and give your baby beyond mildness to keep you baby’s skin healthy and nourished. A tip - toe care to your baby’s sensitive and delicate skin. When it comes to our little one, parents won’t compromise. We can all see that Dove doesn’t limit their product but considers all ages. Considering new parents are one of the most impulsive buyers because they want the best for their baby. 

3. Paramount Direct insurance company - Some would say the best time to sign up for an insurance is 5 or 10 yrs ago. They said that the younger you started building your insurance account the cheaper it would. I did not say I don’t agree  on this, it is fundamentally right. If you think you are old enough for insuring your life that prepares for sudden accidents, illness or death. You might be wrong, Paramount Direct insurance offers affordable insurance life plan for 40 - 75 yrs old. This is a prefect example of demographic segmentation.

4. Youtube for Kids - Youtube kids is an app for young and curious minds. Helps to educate, entertain and discover their creativity. Youtube kids gives access to all members of the family and watch their favorite shows and vlogs, plus it is free. Kids prone to absorbing and doing what they saw on tv and social media. The reason why Youtube kids restricts harmful and inappropriate content. It contains family friendly  videos for the young and curious minds.

5.  Bic for Her - Bic for her is a pen for women, by its color and packaging you can obviously tell that its market are for women and some of the brave men who still buy this pen despite of its femininity. Due to its message and exclusiveness for its product this is an example of demographic base on gender. 

6. 3. PSYCHOGRAPHIC - Psychographic market segmentation is choosing the most likely customers based on their hobbies, pursuits, and lifestyle preference. With consumers progressively forming smaller interest group. Psychographic segmentation become more crucial nowadays. It is much simpler to utilize now a days now that people can express their interest on social media.

7. Red Bull - Red bull energy drink is widely known for its strong brad with a slogan, “ Red Bull Gives you Wings”. Red bull has developed a what we called “brand myth” through its own extreme sports events, including Red Bull Cliff diving, Red Bull air race, Red Bull Crash ice, notable diving stunts. This means that Red Bull targets people who are associates with sports, partying and other vigorous activities. 

8. Tropica - Tropicana is an orange fruit drink that aims to reach health conscious individuals. With its packaging of a straw stick on a real orange fruit obviously tells us from their slogan that it is made of “ 100% orange juice”. This product is one of an example of psychological segmentation, where they based on how much do we purchase this product. How health conscious are we by using psychographic tools. Tropicana really did well in advertising their product from its vibrant packaging to its pulp inside the bottle that made it taste like a pure 100% orange.  

9. Lambo - We can’t deny the fact how luxury brands is uncommon purchase for ordinary people. But with the rich and wealthy people, this means status. Six percent of all vehicle sales in the US are for luxury cars, creating a small but incredibly valuable market. Companies who wants to boost the number of luxury vehicles they sell at the auto shows need to be aware of what motivates buyers of these cars. This data provides live marketers with the knowledge they need to develop tailored messaging that can persuade luxury shoppers.

10.  Iphone - A luxury mobile manufacturing company that  focuses in customizing is a typical illustration of psychographic segmentation. Individuals from every class cannot these mobile phones. For them to be able to purchase a costly, individual customized mobile, a particular standard of living and family income are required. Unquestionably, the Iphone series from Apple is the most well-known range of cellphones worldwide. They were formerly the most expensive gadgets available. But Apple has recently been making every effort to lower the price of its smartphones. All of Apple’s mobile devices that are currently on the market are included in our list of I phone prices in the Philippines, ranging in price from the most affordable to the most costly.

1. BEHAVIORISTIC- A marketing technique separates customers into groups based on how they engage with the particular company or website. Grouping consumers into these divisions may involve; their perception of your brand, product or service, how they used your product, their general knowledge of the product, their purchasing tendencies towards buying in sale. 

2. Watson’s card -   Customer loyalty is linked with the few of the other behavioral aspects, like purchasing usage,and timing . However, the distinction between regular and loyal customers is that the frequently need the good and service you provide, meanwhile the regular customers doesn’t buy it often. Because loyal customers bulk the most of your revenue, are easier to keep than the new customers.

3. Shopee vouchers - our shopeeholic buyers is guilty in using shopee vouchers every month. This part of behavioral segmentation tackles on occasion or timing. Buying habits that are applicable to the majority of your clients or target market within a particular population (holidays, seasonal events and etc. In the case of shopee every same number of the month and a day they feed customers with a lot of free vouchers with a benefits of free shipping and cashback. Commonly customers take this advantage and redeem their vouchers. This results to high volume of orders in every shopee malls or stores.

4.  Globe consumable data  - In today’s age we are all hooked in our phones and everything done online. Globe telecommunication company offers consumable data that suits in various consumer behavior. This segmentation may be reliable predictor of lifetime value and customer loyalty or turnover. Customers use patterns for a product or services when they us it. You must determine how often they use your product or services, how many people using the one single product and how long they spend engaging this product. Those questions you should be consider in  behavioral segmenting.

5.  - We all know how telecommunication company its highly competitive nature. The reason why we are all bombarded by their advertisements and promotions.   

6. BENEFITS - Benefit Segmentation is the practice of businesses dividing their markets based on the advantages that consumers anticipate from the product. Most products employ this approach because it’s the simplest and most popular one.

7. Vivo - Phone companies - In buying smartphones, some people may prefer the specs of the phone who has higher camera quality, some would prefer bigger internal space storage or bigger RAM for high performance. Vivo phones specifically advertise their product for its high pixel camera. Vivo phone usually boost their new release by always highlighting the specs of their camera.

8. Belo suncreen- Philippines is a hot and humid country. Skincare would be the best product to market in any type of the season, especially during summer. Belo suncreen is a type of product from Belo Medical group a pioneered in beauty breakthroughs such as skincare. From its own brand, Belpo, you can deny that Belo product is one the best in the Philippines. Why? Because Belo suncreen has SPF 50 and PA+++ for sun protection. Which means that the product has one of the highest SPF in the market. If you check this product on drug store, it is always sold out due to its lightweight finish and infused substance.

9. Shopee loyalty - Filipino would always love shopping from a consumption country. Being extravagant in occasions is always been a culture of Filipino. Pandemic came and online shopping malls became a trend and disrupt the buying behavior of the Filipinos. Just like shopping malls, shopee offers loyalty card for their valued customers. In which  special privileges are given per loyalty tier starting from silver to Gold and highest platinum. You can get vouchers and shipping discounts just by using it.

10.  Tesla electric cars - Tesla car 

- Eco-friendly electric vehicles.  Drivinga an electric car is a terrific choice for those of us who want to lessen the size of our carbon footprint. According to the 2020 Tesla report, Tesla owners prevented the emission of more than five million metric ton of carbon dioxide. Company has demonstrated a tremendous amount of commitment to researching green energy options to make operating vehicles more environmentally friendly. This is what Tesla all about, and many other reasonable benefits from Tesla to its customers.