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By arranging their company’s target market into segmented groups, rather than targeting each
potential customer individually, marketers can be more efficient with their time, money, and
other resources than if they were targeting consumers on an individual level. Grouping
similar consumers together allows marketers to target specific audiences in a cost effective
manner. Market segmentation also reduces the risk of an unsuccessful or ineffective
marketing campaign. When marketers divide a market based on key characteristics and
personalize their strategies based on that information, there is a much higher chance of
success than if they were to create a generic campaign and try to implement it across all
segments. Marketers can also us segmentation to prioritize their target audiences. If
segmentation shows that some consumers would be more likely to buy a product than others,
marketers can better allocate their attention and resources.
Marketing Segmentation
The company is doing business in three main segments, in which personal care, medicine and
pharmaceuticals are included. The products of these big segments are prepared and these are
also provided to the clients in their local markets. The brand has maintained its different
departments to create innovation in its products and these products are prepared after extensive
study in the research field.
Segmentation Theory
Define and Explain Segmentation
Segmentation is a process of classify the market for a service or product into different groups or
segments, and applying different marketing strategy in each segments according to the different target
market (Lancaster and Reynolds, 2005). Opinions, values, attitudes and lifestyle are the based
for segmentation Dividing a market into several groups of promising customers might be more
advantageous than invite an extensive consumer foundation. Segmenting let the marketing to achieve
nearly subgroups of consumers who probably give more response to the product and service which
offered and results in high profits. Better knowledge of the needs and wants of the customer
approving better acceptance of products that been offers and also better experience on competitive
advantage.
Demographic Segmentation
Singapore is considered to be the second most densely populated independent nation of the world.
Singapore Chinese people have the largest group population in Singapore. Singapore is a
multireligious country, major population are Buddhism and the rests are Christians, Muslims,
Sikhism, Hinduism and Taoism. Singapore experienced low birth rate, resulted in high
income, education and low rate of population growth. Singapore facing aging population. Singapore
has many advantages in doing business with their geographical locations, well-developed
infrastructure, availability of both international and domestic transportation. Singapore age structures
are, 0-14 years, male dominant, 15-64 years, female dominant, and 65 years and over, female
dominant. The age groups for Johnson and Johnson target market is gen X, that is in Singapore 15-64
years with female dominant.
Their nationality is Singaporean, the gender of target market is female with housewife occupation and
full nest 1 life cycle stage and bachelor or university education stage with household income level
between 500-1000 Singapore dollar. Singapore has a problem of ageing population and small family
consists of one or no kids at all. Singapore is a multicultural country, the different taste of people
could affect the Johnson and Johnson market. Moreover, the low birth rate, will give a threat for
distribution of the product. People in Singapore mainly are high educated, with triangle and halal logo
in Johnson and Johnson product, would give opportunities and profit as many people will choose the
product to be consumed to considered their health. The raw materials are low as Johnson and Johnson
is a recycle product packaging so it will spend less energy cost which lead to high profits.
Psychographic Segmentation
Lifestyle, family with young children is likely to have a different lifestyles to a much older couple
whose children have left home. There would be much differences in consumption patterns. Target
market for Johnson and Johnson is likely dependent or family with at least one dependent child.
Opinions, interests and hobbies covers cultural issues, views on the environment and political
opinions. Opinions that customers hold and activities that they engage will have a huge impact on the
products they buy and Johnson and Johnson have to beware of any changes. Product that
environmentally friendly like Johnson and Johnson could influence the growth of demand for organic
products. By segmenting, Johnson and Johnson can adapt their marketing strategies in order to retain
loyal customer. Sometimes keep the customer will be more profitable than keep looking for new
customer.
Depending on household income every month, the customers may purchase these products on a
monthly basis. By this segmentation, Johnson and Johnson might identify and understand the main
benefit consumers look for in the product. Johnson and Johnson baby shampoo is not only to maintain
baby soft hair, but also to protect baby eyes from hurt so they will not cry when the shampoo gets
into their eyes. In Roy Morgan lifestyle segments, Johnson and Johnson could be classify as basic
needs and something better. A new mother must try for several shampoo to her first baby, after she
experienced the baby reaction by using the shampoo, the mother will know which one is better, and
finally she will use the same product for her next baby.
Behavioural Segmentation
Johnson and Johnson is a strong brand. Usage rate is medium as it is a safety and psychological needs
according to Maslow. The mother is the valuable customers who buy the brand all the time. Johnson
and Johnson also segments the market into where loyal customers and new customers will be found.
For locations, the consumer will fine Johnson and Johnson product mostly in NTUC Fair Price as that
is the dominant retailer shop in Singapore. The mother will buy this product for monthly usage. This
is a low involvement decision product, the things that motivates the mother to purchase this product is
for the baby safety. User status is regularly use.
Attitude reflects the relationship between a consumer and the products. Attitude in consumer
behaviour is the result of direct experience with particular products that achieve by verbal
communications. Perceptions are what the consumers think about the products and it requires
knowledge. The formation of consumer attitude is extremely influenced by the opinions of the process
with whom an individual communicates on daily basis. Not only visual attributes of a brand form one
or more attitude such as smell, sound, taste, that touch by a consumer. In the future, seek for a
competitive advantage, with a help of brand exclusiveness, the impact of the five senses, influences
consumer’s attitudes.