1.

Segmentation

Segment Demographic Psychogaphic Behavioural Geogr

-aphic
The Age : 45-64 Social Class: working Loyalty: High Mostly
traditional class – middle class in sub-
women Gender: Life-style: prefer User Status: urban,
Female shampoo made of Regular some
Income: Low- natural & traditional Benefits sought:
in rural
Middle income herbal rather than prevent hair loss,
area
(3-10 Million) chemicals; purchase eliminate dandruff,

at traditional channel, quality compatible

compare prices before with price

buying
Pregnant Age : 22-45 Social Class: working Loyalty: Medium Mostly
& class – middle class in sub-
postpartu- Gender: Life-style: Concern User Status: urban,
m women Female over hair loss/damage Regular some
Income: Low- due to pregnancy; Benefits sought:
in rural
Middle income prefer shampoo made prevent hair
area
(3-10 Million) of natural herbal loss/damage during

that’s safe for babies childbirth

Young – Age : 20-44 Social Class: working Loyalty: Medium Mostly
Midde-age class – middle class in sub-
Adult Gender: All, Life-style: adaptable User Status: urban,
mostly Female to changes, concern Regular some
Income: Low- over hair problems, Benefits sought:
in rural
Middle income have damaged hair prevent hair loss;
area
(3-10 Million) from chemicals, enhance weak, thin
purchase at modern hair; eliminate
channels dandruff

2. Targeting Market
 Nguyen Xuan Shampoo is currently targeting Young – Middle-age Adults, which
is the largest segment in term of age. Adults in this age have a solid demand for
personal cleansing products; are willing to switch brands and highly adaptable to
changes. This segment possesses strong buying power, supported by steadily
increasing incomes (Ved Prakash, 1986). Having those characteristics also means that
they can move to more premium products as their living standards rise. Furthermore,
Nguyen Xuan Shampoo is being sold on many Ecommerce Platform (shopee, lazada,
…) which makes it more reachable for this segment. If Nguyen Xuan can attract and
enhance the loyalty of this segment (by widening their brand awareness,…) they will
be albe to build a life-time customer value, which is extremely profitable for the brand.

Another segment that Nguyen Xuan aims for is The traditional women. This
segment prioritizes natural, traditional, chemical-free products which also provide
convenience in term of price (Ved Prakash, 1986). The brand should build strategy to
maintain the loyalty of this segment as if they are successfully captivated, they can
broaden the brand image and awareness within their family. This will be significantly
beneficial for Nguyen Xuan in the long run.
References
1. Dược phẩm Hoa Linh, Nguyen Xuan Oriental Medicine Shampoo, <
https://duochoalinh.vn/en/products/dau-goi-duoc-lieu-nguyen-xuan/>
2. Dược phẩm Hoa Linh, Sản phẩm – Dầu gội dược liệu Nguyên Xuân sạch gàu,
< https://duochoalinh.vn/products/dau-goi-duoc-lieu-nguyen-xuan-sach-gau/>
3. Dầu gội dược liệu nguyên xuân, Trải nghiệm khách hàng,
<https://daugoiduoclieunguyenxuan.vn/trai-nghiem-khach-hang/>
4. Ved Prakash (1986) ,"Segmentation of Women's Market Based on Personal
Values and the Means-End Chain Model: a Framework For Advertising
Strategy", in NA - Advances in Consumer Research Volume 13, eds. Richard
J. Lutz, Provo, UT : Association for Consumer Research, Pages: 215-220.