Chapter 3: Market Segmenting, Targeting and Positioning

3.1 Focccused segmenting

o Geographics
Seoul is a central capital, the second largest city of Korea with a very high population
density. This place attracts a lot of residents living here. Because this place ensures the
quality of life for people in terms of education, weather, environment, work, etc. Seoul
has remarkable economic development. Therefore, it is considered as the center of
economic, cultural, and political power. It also plays an important role in the socio-
economic development of Korea.
Seoul has a humid subtropical climate. The Korean government is very concerned about
the environment here. According to the World Health Organization's 2016 global urban
ambient air pollution database, the average annual concentration of PM2.5 is 24
micrograms per cubic meter. The WHO Air Quality Guidelines have recommended that
this number be 2.4 times higher than the allowable level. The main reason is due to the
influence of the process of industrialization and modernization. Another reason is
domestic waste and industrial waste. This has affected the water source and the life of
people and the tourist area. Cheonggyecheon Stream is a famous tourist spot in Seoul and
attracts many tourists to admire the natural beauty. It is also considered the green lung of
Seoul. But now, this stream has been seriously polluted with a water environment.
Therefore, the Seoul Metropolitan Government is always looking for ways to overcome
environmental pollution.
o Demographics
Seoul is the capital of extraordinary development in every way. Therefore, the company
focuses on both male and female customers. They are between the ages of 18 and 60.
They are educated people, extremely sensitive, and easily adapt to new things. In
particular, they are native people, immigrants who are studying and working in Seoul,
tourists. Seoul is famous for its street food, markets, and many beautiful sights.
Therefore, every year Seoul attracts a lot of tourists to this place. Every year, the number
of foreign tourists to Seoul increases sharply. Therefore, the company focuses mainly on
restaurants, bars, etc. with environmental protection style.
o Psychographics
Customers have a preference for using quality, environmentally friendly products, natural
materials, no chemicals, and industrial colors. They are aware of a green lifestyle to
ensure good health for themselves, their loved ones, and the surrounding environment.
Moreover, they are aware that plastic products are increasingly threatening every aspect
of their lives. Therefore, this raises awareness and forms environmental protection habits
among residents and tourists in Seoul. Finally, tourists will also have a good view of the
capital Seoul.
o Behavioral
They have a habit of thinking very carefully about the products they use regularly.
Especially the street food, restaurants in Seoul. Moreover, they will give preference to
buying more environmentally friendly products.
3.2 Targeting
The company focuses mainly on both male and female customers
o From 18-24 years old: customers in this age group often experience a variety of
drinks. They act on trends very quickly. They often gather with friends, which
cannot be without drinks.
o From 25-60: customers have stable jobs and financial freedom at this age. So
when buying a certain product. They will prioritize quality, brand, and use
benefits, especially environmentally friendly products. This target group is highly
aware of social issues, especially health issues and environmental pollution.
Moreover, they have a sense of behavior in groups, communities, and their life
experiences.
Restaurants, street food shops in Seoul. The place attracts a lot of domestic and foreign
tourists. The stores always focus on safety, prestige, for tourists, and towards a green
lifestyle. They will not take long to decompose and do not affect the environment.
3.3 Positioning
o Point of different
The company guarantees that the product is 100% natural and environmentally friendly.
In particular, the product does not use industrial coloring agents, preservatives and is not
harmful to health. What's more, the product is made from bamboo stalks. Therefore,
during use, the straw will be difficult to break, highly durable, and not soft when soaked
in water. Moreover, bamboo straws are also suitable for both hot and cold drinks.
Bamboo straws are sized to suit a variety of thirsty drinks and are compact from 0.5 to
1.2 cm. The company applies modern technological production processes and is certified
for food safety and hygiene. Moreover, the product is biodegradable in the natural
environment. This contributes to a large reduction in plastic waste every day.
Bamboo straws can be reused two to five times. After each use, customers should wash,
store in a dry place, avoid places with high humidity. This will help save costs but also
ensure safety for health.
o Point of purchase
Products will be sold to food and beverage shops and restaurants in Seoul. Because every
day, a large number of locals and tourists come to Seoul. In addition, to raise awareness
about straws to target customers in this market. The bamboo straws will be sold at
convenience stores, supermarkets, and e-commerce platforms such as Gmarket, Coupang.
Moreover, the product is always available. Therefore, customers will easily buy the
product to use when needed. Therefore, the company will easily reach more customers.
o Price
A bamboo straw will cost 15,000 VND/piece and 150,000 VND/box of 10 tubes
(including cleaning tools) – PV. In addition, orders from 500,000 products. Then it will
cost 9,000 VND / unit. Therefore, with this price, customers can fully afford and meet
their needs. Importantly, the price of bamboo straws is consistent with the quality of the
product. The company relied on costs such as materials, transportation, storage, taxes,
and marketing advertising expenses. To set a price that is consistent with the product
value received by the customer and is comparable to the prices of competitors in the
Seoul market.
Chapter 6: Alternative/ Backup Marketing Plans
In addition to the current strategies, the company will implement the planned Marketing
strategy plan for the next year. When the official activities matter. For example, customer
awareness about the product is low, the number of customers purchasing is not high, etc.
In the event of failure, the company will implement a backup strategy. To keep up with
changes, adjust and adapt to new markets and meet the needs of more targeted customers
in Seoul.
o Social Media Strategy
The company will upgrade and design the website and social network again. Create many
attractive promotions for customers every week. For example, actions on environmental
protection, product recycling, and so on. This will help customers interact with the brand
more through social networks. Moreover, the company will display its products at
exhibitions in Seoul. This will help the company promote its brand image. As the result,
the company certainly reach and interact with a wide of customers.
o Affiliate Marketing Strategy
The company will apply many promotions for customers on e-commerce platforms such
as Gmarket and Coupang. This will drive sales but also promote customer experience
with the product. Besides, the company will take advantage of the power of powerful
influencers like Lee Min Ho. He will represent the brand of bamboo straws. Therefore,
customers will feel confident and secure to buy the product to use.
o Customer service
One of the main causes of failure is poor service quality. Through the comments and
suggestions of customers when using the product. The company will upgrade the level of
customer service better such as faster response time to customer questions, offer many
attractive discount programs for wholesale customers, faster delivery time and always
Ensure products are always available when customers need them. So the company will
keep a large number of loyal customers.
 o Corporate social responsibility
This action will show the company's working style and business ethics. The company
always puts its vision and mission on top. It is prestige - quality - safety. Moreover, it
raises their awareness about health and improves their living space for the better.
Corporate social responsibility campaigns such as tree planting and waste collection
campaigns. Therefore, the company will achieve the trust of customers. What's more, the
company will gain more target customers and loyal customers.
Chapter 7: Conclusion
The environment in the capital Seoul is being severely affected and it will affect human
life, economy, tourism, health, etc. Therefore, the Korean government has encouraged
people to use products. Environmental friendliness. In particular, implement policies and
measures to balance economic growth and environmental protection. In addition, based
on analyzed factors such as PESTLE, SWOT, and STP. It has been shown that the Seoul
market is very potential for project implementation in the future.
It is clearly the serious threat to the human living environment. The company wishes to
bring a practical product to people's lives. In particular, the company always focuses on
product value and product safety to meet the needs of users in the Seoul market. More
than that, to get a position in the customer's mind and gain a share in the market. The
company always improves the most modern production equipment possible, designs
more diverse models, improves service quality and product features. The use of
environmentally friendly products will bring a lot of benefits to users such as health,
clean water, fresh air,... The amount of plastic waste each year will be significantly
reduced instead of using bamboo straws. That partly explains why most people prefer to
use environmentally friendly products. As the result, a developed country needs to
ensure factors such as the environment and people, political, cultural, and so on.
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