6. Segmentation
profile
Market segmentation is portions of the
overall market that are different from one another and it consists of consumers
with similar characteristics and needs (Adam
and Armstrong 2008).
A successful organisation will understand that they cannot sell everything to
everybody therefore marketing segmentation implies on the understanding of
consumers and satisfy their needs better than the competition(market segmentation - why segment markets? n.d.).
The segmentation profile of Mother energy drink will be based on Singapore such
as geographical segmentation, demographic segmentation, psychographic
segmentation as well as behavioural segmentation.
6.1
Geographical traits
Singapore
was considered the smallest country located in Southeast Asia. It has a
dispersed population where people from different places came to live in
together as a nation. Singapore consists of 59 small islands and 1 major
island. It has a total land area of 704 km square and a 193km of coastline. It
has a high urban density where tall buildings are located everywhere. Its
population is 4987600. Moreover, The
climate of Singapore is tropical, being hot and humid all year round with only
a slight variation in temperature between winter and summer (Singapore Facts n.d.) . Thus, having
the energy drink around, it cools their throat as well as providing the people
with energy that is needed for some parts of the state, which requires them to
work late.
6.2
Demographical traits
The
specific age group that would be interested in the drink Mother would be those
from the age of 18 years old to the age of 25 years old. Due to the range of
age factor, most of the target youth’s occupation is more likely to be students
and working adults as well. There are still some students who take up part time
jobs in order to earn more money while studying. Hence, their basic monthly
income will reach at an average of $800-$1200 per month while on the working
adult basis would be $1500-$3000 per month. This shows that the consumers who
purchases energy drinks, are usually the low-income earners. However, they have
got disposable income, which is used to spend on Mother, a convenience product.
Mother may focuses on young men who are always in need of an energy booster in
order to do bigger things. These young men would require an energy drink to
stay up late at night, due to gaming, or for exercising purposes. On the other hand, the product has slowly
broadened its targeted market to women as well. A smaller size of an energy
drink is produced to go well with the consumption of the women. These drinkers
can also consume them while working at a 24 hours café or fast food restaurant
such as McDonalds to keep them awake at the same time as serving customers.
6.3
Psychographical traits
At the psychological traits, these
consumers who purchases Mother, are those who belongs to the lower social class
groups. These young adults ranging from the age of 18 years to 25 years old,
their lifestyles are more of an Experience in
VALS 2. They are young, enthusiastic, impulsive consumers, who seek to savour
the new and offbeat product. They have less responsible so they can spend much
of their income on trendy consumer goods and entertain themselves. Also,
Experiencers constantly trains to be healthier lifestyle. For example, eat and
drink in good health habit. Furthermore, they are active in both physical and
social activities (Experiencers n.d.). For instance, consumers who do
activities such as going to the gym, or doing sports regularly. Mother is also
a form of sports drink for the sports people. As Mother portrays itself as an
energy drink that could generate bigger ideas and doing bigger things as shown
in the Motherland Advertisement marketed by Coca Cola (Motherland), this
results in consumers wanting to correlate themselves with the drink as they
want to be portrayed as a capable person or a person with an energetic
personality. They are group into “Look at
Me” under Roy Morgan. They are looking for fun and freedom away from the
family. They are concern about their image, want be slim and look good. They
are very conscious of conforming to their peer group. Even though they wanted
to be independent but they still expecting the family to support them, feed
them. Money is essentially for them because they need it to let them able to
enjoy. They responses tend to be associated with hedonism (Look At Me n.d.). Mother
energy drink looks spanking new to young men as an all-natural drink with
attitude since the branding on the cans is gothic and reminiscent of a tattoo.
6.4
Benefits
According
to the target market’s characteristic towards Mother are normally depends on their knowledge, attitudes towards products and their
responses to the products or services. Therefore,
it can be seen that Mother would have a big response from target group who are
looking for fun and mostly health concern about their lifestyle. The target market is using Mother Energy Drink as
rejuvenated drink. Therefore, Mother can be aimed to offer the
promotional package, which sells two 500ml cans of Mother for SGD 3. The usage
rate will be leading to moderate to high user depends on their consumptions.
This is because sportsmen who are constantly working out, they would be
consuming more of these energy drinks to give them the energy they need while
exercising (Eat Extra for Excellence n.d.) . On the other hand,
students who are constantly up late at night, studying, or doing leisure
activities that requires them to stay up, would also consume the energy drinks
in order to feel perked even in the early hours (How to stay
awake and alert for longer? n.d.) . Mother will be
consumed mostly in the day and night compared to the afternoons. This is
because these are the two crucial times in which these energy drinkers would
need the energy to do their activities at home, a friend’s place or at the club
or bar.
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