10

MARKET
SEGMENTATION
STRATEGIES

2.1 BSTM CY 1
Leader:
Arnedo, Axl Rose

Members:
Abergas, Mary Nicole
Alcoriza, Janniel
Bernales, Charlene
Dizon, Marielle
Escueta, Fermarc Heri
Generol, Mhel
Pangilinan, Sophia
Sumampong, Venicer Husian
Tumlos, Rochelle Angeline
1. CONCENTRATED
SEGMENTATION
Focuses on one factor, one product to one segment.

1. ROLEX WATCHES - upper class

2. PANDA BALLPEN - lower class
3. BRIEF - for men
4. DOG FOODS - dog owner
5. CAT FOODS - cat owner

2. MARKET-SEGMENT
EXPANSION
Target one product to several segments. The market base for one product is
expanded: Specific segments have well-defined need for the same product and
appeals directed to one segment will not alenate another segment.

1. NESCAFÉ 3IN1 ORIGINAL COFFEE

Product Positioning: “Tulong sa Pagbangon.” (Help to rise.)
”Babangon tayo. Susulong tayo.” (We will rise. We will move forward.)
- Nescafe promotes rising again and moving forward amidst the challenges with
a cup of Nescafe coffee.
Target market: all social classes, low to high income, coffee lovers

2. PUREFOODS CORNED BEEF

Product Positioning: "Pure sarap for every family."
Purefoods is well-known for creating high-quality delicious
foods for Filipino families to enjoy.
Target market: middle to high social class, people who eat meat packaged in can,
people who prefer easy food preparation/cooking
3. COLGATE MAXIMUM CAVITY PROTECTION TOOTHPASTE
Product Positioning: "2x better cavity protection."
- Colgate Toothpaste aims to give the power of a smile to
people, cares for their smile and oral health. It champions optimism, sustainability,
and healthy smiles around the world.
Target market: low to high income and people who value oral hygiene and health

4. TIDE
Product positioning: “Todo-puti na kagulat-gulat!
One of the leading brand when it comes to detergent for clothes and other used for
washing purpose. Also classified based on the benefits offered such as stain
removal, odor removal, freshness, bright colors and etc.
Target market: women age group from 18 to 54

5. MAYBELLINE
Product positioning: “Maybe it's Maybelline
- It has projected as a brand with charming, stylish, intelligent, cool and unflappable
image that is daring as well as modern with a sophisticated outlook
Target market: age between 14 and 24

3. PRODUCT-LINE
SEGMENTATION
Different product but one segment.

Company name: SAMSUNG

- Laptop
-Cellphone
-Refrigerator
-Television
-Camera

Target Customers: Aged 15-45

Target Market: Home Appliances
4. DIFFERENTIATED
SEGMENTATION
Trying to sell to two or more specific market segments creates a differentiated
marketing strategy. This allows you to increase your potential customer base, sales,
revenues and profits. Doing so increases your costs, because you’ll need to use
tactics such as creating different marketing messages, using different distribution
channels, setting different prices, modifying your product or offering different
products.

LOREAL: Vertical differentiation GARNIER : Low cost option

Difference : Price and Quality

MC DONALD'S : Low cost BURGER KING : Firm produce

option and horizontal imperfect substitutes,
differentiation products that are close
substitutes but are still
distinct.
CALTEX: Powerful branding PETRON : Low cost price
using heavy advertising logos compare to caltex.
sponsorship and other
promotions
Difference : Selling costs by a
firm change the demand for
his product

STARBUCKS : Unique TIM HORTONS : Low cost

capabilities to serve, season option
special coffees, rare exotic
coffees, handcrafted
beverages.
Difference : Custom drinks
and customer attention.
 5. BENEFIT
SEGMENTATION
Identifies segments by what consumers want, by the need for performance,
durability, or economy, by buyers emphasis on delivery, reputation or convenience.

1. LIQUID DETERGENT (ZONROX)

- Dirt Removal
- Disinfectant
- Cleaning

2. TOOTHPASTE (CLOSE UP)

- Fresh breath
- Teeth whitening
- Cavity Protection

3. CAR BATTERY (MOTOLITE)

-Emergency buddy
-Long life assistance
-Lasts long

4. DISHWASHING LIQUID (JOY)

- Deep cleaning in Kitchen dishes
- Lemon and calamansi extract
- Antibacterial cleansing

5. FABRIC CONDITIONER (DOWNY)

- Long lasting clothes
- Smooth fibres mean less friction
- Fast drying
- Makes the clothes softer
 6. BEHAVIORAL
SEGMENTATION
Focuses on what consumers do: by the type of products bought and frequency
buying.

1. ALMOND NUTS
- Reduce diabetes
- Improve your health
- Reduce heart disease

2. MALUNGGAY VEGETABLE
- Provide essential vitamins, minerals, and other nutrients, such as antioxidants and
fiber.
- Protect against cancer and other diseases

3. EMPERADOR
- For parties and occasions
- Release tiredness
- For enjoyment
- Enhance sociability

4. LIPTON GREEN TEA

- Detoxifies
- Prevents bad breath
- Antioxidants
- Gives healthy skin
- Weight loss

5. STARBUCKS HOT COFFEE/FRAPPE

- Occasion purchasing
- Release stress
- Satisfy customer with the brand experience that makes them loyal to the product