Name: Salmorin, Jeremie A.

C/Y/S: BAMM – 3C

Warm-Up Task
Tell Me What You Think
Student Task for Developing a Segment Profile
Here is a list of twelve (12) possible market segments that could exist in any
market. Your task is to construct your segmentation approach, using the following list as
a guide.

Convenience driven Family focused Benefit seekers

consumers

Environmentally aware Variety seekers Rational, value for money

Social status Focus on Quality Just for me
Budget Conscious Health and Diet Attracted to strong brand
Conscious

Student Task
1. Choose two (2) products/markets. One should be focused on a product, and
one should be a service industry.
2. Using the given list of market segment ideas, create a market segment for
each of these markets.
3. Discuss how similar/different is your segmentation approach between the two
(2) markets.
4. Share your segmentation approach with the rest of the class. What were the
standard segments used?
5. In your opinion, which market segmentation structure would be the most
effective for helping select a target market and develop an appropriate
marketing strategy?

1
 Product/Market:
Energy drink
Market Segments
 Really thirsty
 Gaining boost
 Sporty individuals
 Just feel like it
Discussion:
Really thirsty
This group of consumers are more likely
describe as individuals who simply buy
drink products to immediately satisfy
their thirst. Usually they get more simple
type of liquids like water than thick
beverages like coffee. Some people
consider energy drinks to purposely
satisfy the thirst and boost their energy.
Gaining boost
This group of consumers will describe
as individuals who pick energy drink
when they need to stabilize energy
especially in tiring moments of the day.
Others also took energy drinks as
alternative for coffee in the morning.
Specifically they are attracted to buy
energy booster drinks to recharge their
energy.
Sporty individuals
This group of consumers are those
individuals whose involve in any intense
activities like sports, outdoor trainings,
working out in the gym, etc. Primarily
Service Industry:
Fitness Center
Market Segments
 Health required
 Gaining shape
 Sport conscious
 Peak Performer
Discussion:
Health required
This group of consumers are those
individuals who go to the gym because
they wanted to increase their health
status or as per doctors advice due to
some health issues and concerns.
Some dedicated person were succeed
while others did not because of lack of
enjoyment and motivation.
Gaining shape
This group of consumers are those
individuals who shows a personal
interest in any intense activities for the
purpose of improving the body image.
They do work outs regularly and created
plans for particular activities to achieve
the body looks they want. Therefore,
they are attracted to fitness activities.
Sport conscious
This group of consumers are those
individuals whose involve in any sports
activities specially sports competition
that requires physically fit body to
perform effectively. This individuals use
2
 they consume more energy drinks than fitness facilities to develop their strength
other beverages because they need it to capacity and sustainable endurance
boost their body in intense activities. necessary in the competition.

Just feel like it Peak Performer

This group of consumers unlike the
previous market segments
individuals who buy energy drinks not
just because they want to satisfy their
thirst or gain benefits from the product
but because they already established
loyalty to the product. Generally, they
are attracted to energy drinks for
enjoyment and refreshment rather than
gaining benefits from it.
This group of consumers are considered
are as those individuals that are highly
disciplined and self-motivated when it
comes in their personal fitness and
health. They not just seek for personal
growth or satisfaction but they treat
fitness activities as part of daily routines.
Therefore, they love working out in the
gym.

In your opinion, which market segmentation structure would be the most effective for
helping select a target market and develop an appropriate marketing strategy?
I think the market segmentation structure of energy drinks will be the most
effective because it is much applicable in real situation. We can say that fitness are
good in our health because it prevents us for having illness but not all individuals are
inclined with health and fitness activities. Many people are still gets lack of enjoyment
and self-motivation when it comes in improving their body image that’s why they didn’t
give interest with fitness activities because they want an immediate result. Unlike
energy drink which can easily serve its main function to provide energy boost to the
consumers by just consuming the beverage. Meanwhile, those consumers under “just
feel like it”, “sporty individuals” and “gaining boost” market segment are candidates for
target market necessary to develop an appropriate marketing strategy in the market.

3
Cool Down Activity
Split the class into small groups (3 members each group). Each group should choose
any famous company they want to. The groups should identify three (3) market
segments the company is probably most interested in and three (3) market segments
that the company probably avoids. The groups need to justify your answers.

Company Name: Coca-Cola Company

Brief Description of the company: Coca-Cola Company is a reputable multinational
beverage corporation which is established in 1892 in Atlanta, Georgia by John Stith
Pemberton that manufacture, distribute, and market non-alcoholic concentrated syrup of
their products to different part of the world. It is also one of the leading beverage
corporation in the world and greatest competitor of Pepsi Corporation.

Submitted by:
1. Reyes, Maricar
2. Salvador, Deiserie J.
3. Salmorin, Jeremie A.
Date: December 8, 2020
Section: BAMM-3C

Market segments they are interested Market segments they will avoid
1. Adolescents and young adults Health conscious people
2. Family Focused Attracted to strong brand
competitors
3. Loyal Coke consumer Variety-seeking buyer

Justification:
1. Adolescents and young adults ranging from the age of 10-24 years old have the
tendency to be the primary consumers of Coca-Cola since most of them crave for
sugary drinks. While the market segment they will probably be avoided is health
conscious people since carbonated drinks can be unhealthy and not nutritious.
2. We all know that one of the strength of Coca-Cola Company when it comes in
advertising strategy like TV commercials is that they always focus their concept in
family because it attracts more individuals than focusing on a single type of consumers.
However not only Coca Cola company have offered the soda drinks they have different

4
company offered the same drinks but in variety of flavored drinks therefore the market
segment for the coca cola drink is the competition among other company the brand
that make people choose.
3. Coca-Cola Company is dedicated to provide a sustainable quality of products
that could meet the satisfaction of their loyal customers because their loyal customers
will possibly become as their instrument to communicate the product to potential
buyers. However, the company will avoid buyers that seek varieties of beverage
products because they have the tendency to compare other products against the
product of the company.