SEGMENTATION

DRAW THE PORTRAIT OF TARGET CONSUMER

AXE TARGET CONSUMER

DEMOGRAPHICS
01 14-25, middle income

ATTITUDE
02 Defining himself by flirting

BEHAVIOR
03 Seeking chances to flirt

PSYCHOLOGY
04 Bold, independent,
dynamic
 EXAMPLE Clean

Light Small pack

Clean
Color keep
Hand-wash Medium
Medium pack

Heavy
Clean Big pack
Aroma

BRAND &
TARGET PRODUCT
CONSUMER
PORTFOLIO
Clean

Light
• Modern women Small pack
• 25-40 Clean
• Medium-high income Color keep
• Balance work & family Medium
Medium pack
• Always seek perfect solutions
• Try new better things Machine-wash
Heavy
Clean
Aroma Big pack
 Deeply understand the
01 world of consumers

Evaluate performance of
02 strategies

Discover unmet/
03 hidden needs & evaluate
potentials
 EFFECTIVE SEGMENTATION

CLEAR & PRECISE RELEVANT COMPETITIVE

Clear information with Relevant to our business & Create competitive

strong indicators for everything we do (e.g. advantages towards
application product innovation competitors
development, insight for
communication
campaigns)

CONSUMER CENTRIC SIZABLE & POTENTIAL INSPIRE INNOVATION

Derived from consumer’s Big & potential enough for Inspire initial thoughts over
thoughts, perceptions & business growth future innovations for
concerns rather than business growth
imagination
METHOD

DEMO
ATTITUDE
GRAPHIC

BEHAVIOR

NEED PSYCHOLOGY
1. DEMOGRAPHICS
 GENDER INCOME

FAMILY LIFE

GEO
CIRCLE

AGE EDUCATION
GENDER

• There’s a clear physiological distinction between

male & female (e.g. skin, hair, certain inner organs)
• Segmentation by gender is one of the most basic
& common methods

MEN
GEOGRAPHY
North / South / Central

E.g. noodles, instant coffee, chili sauce

Urban / Rural

E.g. suitable portfolio regarding pricing

Top 4 / Top 6 cities

E.g. product launching pilot

Specific area

E.g. fish sauce in Nha Trang

Hot / Cold climate

E.g. Nivea cream

Country

E.g. Pho 24
AGE

ADULT
(18-55)

ELDER
KID (>55)
(<18)
INCOME

Class A (VND 15 mil – 150 mil)

Class B (VND 7 mil – 15 mil)

Class C (VND 4.5 mil – 7.5 mil)

Class D (< VND 5 mil)

Class E (< VND 3 mil)
Class F (< VND 1.5 mil)
EDUCATION

• Elementary school
• Secondary school
• High school
• College / University
• Post-graduate
• Doctor / PhD
• Overseas study
FAMILY LIFE CYCLE

• Young single
• Young married without children
• Young married with children
• Middle-age married with children
• Middle-age married with dependent children
• Old married
2. ATTITUDES
 ATTITUDE

Meaningful & relevant attitude criteria are defined in

relation with the target consumer & the brand

Revive: defining attitude

Panadol: defining attitude
criteria “taking care of
family” as being related to
stress that can be solved by
the brand
Simply: defining attitude criteria “outdoors activities” as
criteria “health care” as highly being associated with
highly being associated “losing minerals through
with heart care provided sweating” that can be solved
by the brand by the brand
3. BEHAVIORS
 BEHAVIOR – ATTITUDE RELATED

Meaningful & relevant behavior criteria are defined

in relation with the target consumer & the brand,
linked with Attitude

• Attitude: Listening to music can dispel
 • Attitude: Healthy teeth & good breath enhance
all stress confidence in daily communication
• Behavior: Listening to music everyday • Behavior: Brush teeth & wash mouth everyday
 BEHAVIOR – BRAND/PRODUCT RELATED

PURCHASING

LOCATION PROCESS
USAGE
OCCASION PURPOSE
BRAND
FREQUENCY
STATUS
AMOUNT
PURCHASING LOCATION

In-home
• MT: supermarket (Metro, Big C, Coop Mart),
minimart (Medicare, Guardian, Big C
Express), CVS (Circle K, Vinmart, Ministop)
• GT: wet market, street shops, wholesales

Out-of-home
• On-trade: HORECA, bar, beer club, karaoke,
• Vending machine
PURCHASING OCCASION

• Mealtime: breakfast, lunch, dinner

• Morning, afternoon, evening
• Special occasion: Tet, 8/3, Children’s Day, National Day,
• Season: Spring, summer, autumn, winter
• Others: sport time, gym time, birthday
 Reputation
Price Subject
Price
Quality Reputation Subject
Price
Subject
Reputation
Quality
Subject
Price
Subject
Reputation Quality
Price
Subject
Price
Quality
Quality
Subject Reputation
Subject
Price Quality
Reputation
Subject
PURCHASING PROCESS

Reputation
Quality
Reputation
Quality
Price
Quality
Subject Reputation
Price
Quality
Price
Reputation

2nd priority
1st priority

3rd priority
PURCHASING PURPOSE

PROBLEM
HABITUAL IMPULSE
SOLVING

Purchase by habit when using Purchase mostly driven by Purchase only when having
up. Applied for basic products product visibility. Applied for personal issues (e.g. anti-acne
(e.g. soap, detergent) non-basic products (e.g. treatments)
sweet, chocolate)
 USAGE
Potential, first-time, regular
Lapsers, switcher
BRAND

AMOUNT

?Kg/month

FREQUENCY
1-2 times/day
3 days/week
4. NEEDS
MASLOW PYRAMID OF NEEDS

Development of morality,
SELF
creativity, personality,…
ACTUALIZATION WANTS
Confidence, achievement,
ESTEEM
respect by others,…

Friendship, family, intimacy,… LOVE/BELONGING

Security of body, employment,

SAFETY
family, health,…
NEEDS
Food, water, shelter, sleep… PHYSIOLOGICAL
 EMOTIONAL
BENEFITS

Premium
expression

Fashion

Strong
character

LOW INCOME E D C B A A+ HIGH INCOME

Petrol
saving

Safe

Smooth
ride

FUNCTIONAL
BENEFITS
 EMOTIONAL
BENEFITS

Premium
expression

Fashion

Strong
character

LOWMALE
INCOME E D C B A A+ HIGH
FEMALE
INCOME
Petrol
saving

Safe

Smooth
ride

FUNCTIONAL
BENEFITS
 EMOTIONAL
BENEFITS

Premium
expression

Fashion

Strong
character

MALE
AGE TEEN ADULT OLD FEMALE
Petrol
saving

Safe

Smooth
ride

FUNCTIONAL
BENEFITS
 EMOTIONAL
BENEFITS

Premium
expression

Fashion

Strong
character

MEN E D C B A A+ WOMEN
Petrol
saving

Safe

Smooth
ride

FUNCTIONAL
BENEFITS
5. PSYCHOLOGY
CONSUMER-BRAND RELATIONSHIP MODEL

CONSUMER NEEDS
Functional needs
Functional needs

Social identity needs

Emotive needs
Emotive needs

Symbology
Symbology Bold

Social
Social values
values Young, cool

Product features Active ingredients

vitalize body & mind

BRAND IMAGE
 EXTROVERTED

INTERACT WITH THE

OUTSIDE WORLD

INDIVIDUALITY
AFFILIATION

GET HARMONIOUS STAND OUT FROM THE

WITH THE CROWD CROWD

INTROSPECTIVE WITH
THE INNER WORLD

INTROVERTED
 CAREFREE BOLD
FUN-LOVING DYNAMIC
SPONTANEOUS INDEPENDENT

APPROACHABLE SELF-ASSURED
FRIENDLY ASSERTIVE
OPEN FORTHRIGHT

CAREFUL FOCUSED
CARING COMPETENT
SENSITIVE CONTROLLED
BRAND FOOTPRINT

WEAK BRAND STRONG BRAND

 CAREFREE – 25% BOLD – 25%

OPEN – 15% ASSERTIVE – 25%

SENSITIVE – 25% COMPETENT – 25%

MULTI-SEGMENTATION
 • Ave 35
• Mostly equally shared in all areas
• >50% married
• Mostly A class
• Mostly own a house
• Pioneer, bold, take risks
• Willing to take risk, can make
mistake but never give up
• Bank is a good finance supporter,
esp in investment
YOUTH – 25% • Set high target, never waste time EXPERIENCE – 30%
• Use various bank services: Credit,
payment, ATM use, etc.
• Ave 24
• Skew to South East & Red River • Ave 38
• 19% married • Skew to South East & Red River
• 34% AB • Mostly married
• 18% Full-time • 50% AB
• 90% live with parents • Mostly Full-time
• Carefree & love hangout with friends • 33% own a house
• Consider online business if having • Practical
money • Prefer well-known banks for the
• Prefer well-known banks with many safety sake of savings
ATM locations • Often compare prices between
• Often backpack travel banks
• Mostly use ATM service
SUCCESS – 7%
 RISK AVOIDER – 20%
• Skew to Mekong Delta
• Ave 33
• Only 30% A class
• Mostly Full-time
• Mostly live with parents
• Careful, conservative,
concerned about risk
• Prefer high-confidentiality banks
• Use saving service as being safe
INDIFFERENT – 15%
• Skew to South East & Red River
• Ave 29
• Mostly BC
• Mostly live with parents
• Mostly Full-time
• Simple & indifferent
• Not interested in bank services
• ATM cash dispensing
MS.MINIMALISTIC MS.STATUS BEAUTY
16% 20%

MS.NATURAL ME MS.YOUNG BEAUTY

19% SEEKER - 15%

MS.SMART CARE MS.SENSUAL CARE

15% 15%
 • High income
• High education level
• Use premium & professional beauty care products
• Follow latest trends
• Beauty care is an expression of power, status & self-esteem
• Influenced by beauty experts
MS.STATUS BEAUTY
• Influence others in beauty advise
– 20%

• Medium income
• Mostly single
• 30% students
• Love parties, friend hangout, shopping for latest trend but
high price sensitivity, gossip
• Concerned about weight
MS.YOUNG BEAUTY
SEEKER – 15%
 • Middle-age
• Have family & children
• Balanced life
• High brand loyalty, not willing to change
• Concerned about anti-aging
• Prefer nature products
MS.SENSUAL CARE • Experience in life & beauty care but not go for latest trends
15% • Yoga, meditation, healthy diet, self-control

• Middle-age
• Have family & children
• Slightly lower than B class
• Average education
• Discount-hunters
• Rather traditional
• Not interested in latest trends MS.SMART CARE
• Use basic functional beauty care products 15%
 • 50% 40-60
• Mostly retired
• Slightly lower than B class
• Average education
• Life surrounds family work: cooking, food & drink shopping,
walk in the park with husband
• Health concerned
MS. NATURAL ME • Not pay much attention to appearance
19% • Not go for latest trends

• Slightly lower than B class

• Average education
• Younger than Ms.Natural Me
• Mostly retired
• Not diversified life activities
• Limited understanding in beauty care & latest trends
• Not go for latest trends
MS.MINIMALISTIC
• Use very basic personal care: deodorants, soap, shower gel
16%