1.

SEGMENTATION:
SEGMENTATION GEOGRAPHIC DEMOGRAPHIC PSYCHOGRAPHIC BEHAVIOURAL

ADOLESCENT - Areas: - Age: 18-22. - Lifestyle: - User Rate:

Mostly in the Active lifestyle Medium user.
Urban Area, - Gender: Male. Want to try new
Suburban. experience - User Status:
- Family life cycle: Potential User.
- Market size: Young, Single, - Personality:
~27million. Coupling or Creative - Loyalty Status:
marriage, ... Predictable Medium.
Easy-going
- Generation: Energetic - Sought Benefit:
Gen Z. Enthusiastic Sporty and modern
Dressed to kill design
- Occupation: (care much about
University student, the appearance)… High Technological
Undergraduate, - Social class: application:
Young employee, … Working class, LCD dials,
Middle class. Automatic headlight,
- Income: Have a Honda (n.d)
part-time/ full-time
job and earn Lower
to Middle income.

YOUNG WORKING - Areas: - Age: 22-35. - Lifestyle: - User Rate: Heavy

ADULT Mostly in the Busy user.
Metropolitan, - Gender: Male. Require convenient
Suburban. transportation. - User Status:
- Family life cycle: Regular User.
- Market size: Young, Single/ - Personality:
~29 million. Married. Motivated - Loyalty Status:
Active Absolute.
- Generation: Gen Hard-working
Y. - Sought Benefit:
Caring for families
Vehicle length
- Occupation: and relationships reduced and thicker
Fresh graduate Self-governing than previous
students, Sporty versions, Honda
Employees, … Catching up new (n.d)
technology
- Income: People who like to
Have a stable job show up
and earn a Middle to Willing to take risks.
High income.
- Social class:
Middle Class to
Upper Class.

MATURE - Areas: - Age: 36 and - Lifestyle: - User Rate:

WORKING ADULT Mostly in the above. Organizing lifestyle. Medium user.
Metropolitan, - Personality:
Suburban. - Gender: Male. Thoughtful - User Status:
Practical Regular User.
 - Market size: - Family life cycle: Rational
~21 million. Single, Old, Married Wise - Loyalty Status:
with/ without Care about the Strong.
children. bike’s engine.
- Sought Benefit:
- Generation: - Social Class: Advanced engines
Gen X. Middle Class to help the bike be
Lower Uppers more durable and
- Occupation: Class. last longer.
Professional Smart key system,
Retired. Honda (n.d)

- Income: Have a
stable full-time job
and earn a High
income.

STRONG Areas: - Age: 20-35. - Lifestyle: Snappy, - User Rate:

PERSONALITIES Mostly in the … Light user.
WOMAN Urban Area, - Gender: Female. - Personality:
Suburban. Straight, Downright, - User Status:
- Family life cycle: … Potential User.
Market size: Single/ Married, … - Social Class:
~14 million. Middle Class. - Loyalty Status:
- Generation: Medium.
Gen Y
- Sought Benefit:
- Occupation: Strong and Sporty
Fresh graduate Design.
students Honda (n.d)
Workers

- Income:
Medium to Medium
high income.

2. TARGETING:
HONDA has successfully adapted the concentrated targeting strategy by identifying
customers’ unique needs and providing goods tailored to their tastes. Young Male Working
Adults are the potential target audience for Honda Air Blade 125cc, which is considered the
largest segment of users about age and gender through income statistics which is believed
to be the fastest-growing current ( Euromonitor International 2020). Most men aged 22-35
have a high demand for choosing a high quality and eco-friendly means of transport,
powerful engines, and a new, more luxurious design.

Most men in the age that the company targets are always sensitive and flexible with new
modern technologies, understanding that needs, Honda catching up with the contemporary
market by introducing the Air Blade 125cc. According to statistics, Vietnamese people,
especially those aged 22-35 tend to pay a lot of money for high-quality or premium items
based on their rapidly increasing income. ('Vietnamese using more premium products as
incomes rise', Vietnamnet, January, viewed 17 January 2018.) (a)
 Air Blade 125cc is a premium bike which satisfies the insight of people in this specific group.
According to the main slogan of Air Blade 125cc that Honda wants to convey to consumers,
that is “Breakthrough power,” showing clearly Honda’s direction towards strong men who
want to experience the latest edition of bike. Besides that, Air Blade 125cc is one of the
products for speed enthusiasts thanks to powerful acceleration technology (H 2019, [Product
video] Honda Air Blade 150cc/125cc - Uy lực bức phá., video recording.) (b)

'Fertility rate in Vietnam from 2000 to 2020, with a forecast to 2025 by age group', viewed 22
March 2021.
<https://www.statista.com/statistics/1101017/vietnam-fertility-rate-by-age-group/>

'Total population in Vietnam from 2017 to 2020, by gender', Statista, viewed 23 March 2021.
<https://www.statista.com/statistics/1101383/vietnam-total-population-by-gender/>

'Đánh giá Honda Airblade 2020 về ưu nhược điểm & giá bán bao nhiêu? giá mới nhất hôm nay',
Blogxe, blog post, viewed 21 February 2020.
<https://blogxe.vn/danh-gia-honda-airblade-2017-ve-uu-nhuoc-diem/>

Honda n.d, Honda Air Blade 125cc/ 150cc, homepage.

<https://www.honda.com.vn/xe-may/san-pham/air-blade-125150>

Honda n.d, Air Blade 125/150, homepage, <https://www.honda.com.vn/xe-may/san-pham/air-

blade-125150>.

Euromonitor International 2020, Income and Expenditure: Vietnam, Country report, viewed 19
October 2020, Passport database.

2019, [TVC] Honda Air Blade 150cc/125cc hoàn toàn mới – Uy lực bứt phá., video recording,
viewed 18 December 2019.
<https://www.youtube.com/watch?v=cTTxMRKU8JI>

2019, [Product video] Honda Air Blade 150cc/125cc - Uy lực bứt phá., video recording, viewed
18 December 2019.
<https://www.youtube.com/watch?v=Y6OpOjxuDdE> (b)

2018, 'Vietnamese using more premium products as incomes rise', Vietnamnet, 17 January,
viewed 17 January 2018.
<http://english.vietnamnet.vn/fms/business/193770/vietnamese-using-more-premium-products-
as-incomes-rise.html> (a)