Part 1 Segmentation

Category: standard cars

Company: Ford

Segment Primary Need Key Key Key Brand

Addressed demographic Psychographic Behavioural example
variables variables variables
Sport car Dynamic People (18-40) Self-concept: User status: Ford GT
performance with high Achievement showing high
income in having high status
status
terrain car Convenient for People (19-50) Lifestyle: Benefit Ford explorer
travelling with medium interest of sought: easily
difficult terrain income driving off- riding off-road
road
Electric car Being friendly People who Lifestyle: Benefit FORD
to love green and avoiding gas sought: no fuel MUSTANG
environment have high and keep needed MACH-E
income ecosystem (economy)
green
Trucks Rugged People (19-40) Lifestyle: Benefit Ranger
capability who likely moving new sought:
delivery a big house carrying more
load of things capacity