Current and new segments

The marketing approach of Vans involves selecting customers it intends to serve i.e., market
segmentation. Therefore, Vans market segmentation is divided into four elements: behavioral,
demographic, psychographic, and geographic (Tynan & Drayton, 1987). Geographic is based
on nations and regions, while the behavioral segment is concerned with status, loyalty, and
occasions. Demographic is based on variables such as income, age, and religion, while
psychographics is based is segment based on personality and lifestyles. Vans operates in
different geographies most in US and Europe, in these areas connectivity and networking are
higher with the majority owning smartphones where they interact with brands online, through
platforms like Facebook and other digital media. Likewise, most of Van's customers are young
energic youths who engage in sports activities.
To aid in achieving the marketing objectives discussed above. I would first recommend Vans
target psychographically where youth are more sensitive to changes in lifestyles, fashions, and
preferences. Secondly, recommend demographic segments that are mostly determined by age,
where the majority of youth interact with digital media and love sports.
Segment one (Psychographic analysis)
As said earlier this involves shifting lifestyles and personalities. Therefore, by targeting
psychographic segments, Vans has to continue launching more outrageous games like
snowboarding and surfing are not performed by everyone, and therefore purchasing attire and
shoes for these games relies upon one's way of life and leisure activities. The affiliations are
positive and are viewed as qualities since Vans figures out how to create the items appropriate
for a particularly targeted customer base especially youths aged 12-24 and figures out how to
draw in these customer bases. Moreover, psychographic targeting will help Vans to contemplate
the current fashion and lifestyle trends in the market and thus continuously upgrades its shoes
and other attires dependent on the current trends. Moreover, a vast of youths utilizes social
media platforms like Facebook, Snapchat, Instagram, etc., therefore, easily for Vans to target
them through these media. According to US demographic data (2021), the country has over
43.5 million youth aged between 15-24 year, who spends more time on social media.
US Teens' Social Media Usage (Statista, 2018). Retrieved from:
https://www.statista.com/chart/15720/frequency-of-teenagers-social-media-use/
Segment two (Demographic analysis)
Demographic involves targeting the market based on variables such as income, age, religion,
etc. Along these lines, Vans ought to target middle-income earners youth, and families with
children, this is because most Vans Old School Sneakers costs between $80 to $120, (Sepwalk,
2022) which is a price affordable by middle-income youth earners. However, running shoes go
for only $35 and 465 which is a friendly income for all youths. Subsequently, it should fabricate
a few qualities of luxurious brands that target the upper-class earners individuals and their
families, who perceive luxurious brands as one way of life. Moreover, they should tailor their
wearables brands in a way that matches the demands of all religions across the globe.
How Will it Achieve the Marketing objectives?
The recommended market segments of Vans will aid the company in achieving its highlighted
marketing objectives.
Psychographic segment
In traditional marketing, the majority of youths aged between 12-24 use public means of
transport, therefore, the quarterly independent brand's magazines and posters can be
advertised within vehicle and railway stations where they spend time waiting to board vehicles
to their destinations this will allow them to gather information about the products that Vans
sales.
Social media involves the use of social media to market products. Along these lines, to reach
youths it has to use paid ads and its Facebook, Instagram, and Snapchat account to engage
these youths for them to gain insights into the nature of products offered by Vans.
Demographic segment
In traditional marketing, the majority of middle-income earners similar to youth use public means
of transport therefore, having billboards and magazines, and posters around filling stations and
carrying stations, increase the awareness of Van's market offerings to the targeted group.
Social media, likewise these groups use social media frequently, therefore, Vans should put
earns on its social media account to make it simple to view products through these ads, which
might boost their sales.
In digital marketing, since most middle-income earners are employed, Vans can capitalize on
this advantage by sending spam emails to different companies to ensure they view their
content.
References

Tynan, A.C., and Drayton, J., 1987. Market segmentation. Journal of marketing
management, 2(3), pp.301-335.
Sepwalk, 2022. Featured Daily Deals. Retrieved from: https://www.sepwalk.com/?vans%20old
%20skool%20sneakersshoes%20vn0a54f49fo%20vn0a54f49fo [Accessed on: 13th May 2022].
US demographic data 2021. United States of America - Total population aged 15-24 years.
Retrieved from: https://knoema.com/atlas/United-States-of-America/topics/Demographics/Age/
Population-aged-15-24-years [Accessed on: 13th May 2022].