segmentation, target market, segment profile, brand persona
- Preferred format: This teaching activity would work best in small groups and reporting back to the overall class.
- Student audience: Could be run with any level of marketing student, perhaps more suitable for advanced students.
- Exercise time: Given the students need to profile two different segments, group discussion time would need to be around 30-45 minutes.
- Activity variations: You could change the number of segments a need to profile or convert it to an individual homework task where students need to provide supporting data/information.
Review the activity below or download the PDF student worksheet
- Student Worksheet: How to Develop a Segment Profile
- Instructor Solutions (Members Only): How to Develop a Segment Profile = Solutions
Below is a list of potential market segments (please see diagram), the task for this activity is to develop a segment profile for a few of the segments.
Convenience driven consumers
These are consumers that are looking to simplify the purchase, or its process, and are primarily seeking the benefit of convenience.
Budget conscious shoppers
These consumers may make their purchase decision based on the lowest price, or select the product that represents the best value for money.
Focus on quality
This is a segment of consumers who are interested in higher quality products and services. Many consumers in this segment believe that buying higher quality represents better value over time.
Rational, value for money
The consumers in this market segment are more involved in the purchase decision and look to make decisions on a “best product solution” basis.
Attracted to strong brands
This market segment is less involved in their purchase decision, and will rely upon a strong brand to guide their purchase decision.
This is an emerging segment consisting of people who take into account the environmental impact of their purchases.
This market segment is a family or household unit has one main grocery buyer who is purchasing on behalf of themselves and other people in the family unit.
Health and diet conscious
In various markets, particularly food, beverages, medicines, vitamins, health centers – this is a growing market segment that is quite interested in the health and well-being aspects of the product.
Particularly in service industries, there would be a market segment that would be interested in quality of service provided and/or developing a relationship with the firm and its staff.
Flexibility is important
The tailoring of a product offer is becoming more important to some groups of consumers, as highlighted by the needs of this market segment.
Consumers in this segment use brands and products as a means to signal their self-identity and social status. This would be quite common in markets such as cars, alcohol, cigarettes, holiday destinations, restaurants, clothing, jewelry, and so on.
Many markets will have a group of consumers who seek out variety. Some consumers simply like change and choice, whereas others like to experience new things.
In some markets, there are usually multiple segments that are seeking a particular benefit from a product. The brand should be positioned around a specific product attribute – common in fast moving consumer goods.
Just for me
The “just for me” market segment of those consumers interested in their own needs and pleasures. They will seek out product solutions that make them feel good, even though they may be expensive or not necessarily healthy.
The final market segment provided in this list of potential market segments is simply the firm’s/brand’s existing customer base. Although this would need to be segmented down further, as per the above market segments, it is highlighted here as it is sometimes overlooked.
Student Discussion Questions
- Choose two different market segments from the above list and descriptions. You should also select a market or a product category for this exercise.
- In your group, discuss both consumer segments and how the consumers probably make purchase decisions in the market/product that you have also chosen.
- Develop a brief segment profile for these three consumer segments. Note: You should consider their main needs, are they light or heavy users, what retailers they use, their likely demographics, are they brand loyal or switchers, what media do they consume, are they price sensitive, which brands are they most attracted to, and so on.
- Compare your segment profiles in class.
- How helpful, do you think, is it to develop a segment profile before determining the brand’s marketing mix?
Additional resources: Please see this article for an example of a segment profile.