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  • Segmentation

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    Ngoc Huỳnh Hy
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    TH True Milk targets females aged 13-35 living in urban areas of Hanoi and Ho Chi Minh City. Their target customers are young singles, married individuals with and without children, and middle-aged married customers with children earning between 7.5-150 million VND annually. TH True Milk also targets customers interested in health and nutrition who see their products as providing physical and mental benefits. Customers most often use TH True Milk for breakfast and to address health issues or as gifts.

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    TH True Milk targets females aged 13-35 living in urban areas of Hanoi and Ho Chi Minh City. Their target customers are young singles, married individuals with and without children, and middle-aged married customers with children earning between 7.5-150 million VND annually. TH True Milk also targets customers interested in health and nutrition who see their products as providing physical and mental benefits. Customers most often use TH True Milk for breakfast and to address health issues or as gifts.

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    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
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    8 views2 pages

    Segmentation

    Uploaded by

    Ngoc Huỳnh Hy
    TH True Milk targets females aged 13-35 living in urban areas of Hanoi and Ho Chi Minh City. Their target customers are young singles, married individuals with and without children, and middle-aged married customers with children earning between 7.5-150 million VND annually. TH True Milk also targets customers interested in health and nutrition who see their products as providing physical and mental benefits. Customers most often use TH True Milk for breakfast and to address health issues or as gifts.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
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    of 2

    Section 3: Segmentation, targeting & positioning strategy

    3.1 Segmentation
    Geographic
    - TH True Milk's target customers live in urban areas, in 2 major cities (HCMC
    and Hanoi)
    Demographic
    Gender: The target audience of TH True Milk is Female
    Age: TH True Milk's target customer groups are
    - Teenagers (13-18 years old)
    - Young people (18-24 years old)
    - Adult (25-35 years old)
    Life – cycle stage: TH True Milk's target customer groups are
    - Young single
    - Young married without children
    - Young married with children
    - Middle-aged married with children
    Income:
    - Group A Class (15 – 150 million VND)
    - Group B Class (7.5 – 15 million VND)
    Education:
    - Elementary School
    - Secondary School
    - High School
    - College
    - University
    - Post-graduate

    Psychographic
    TH True Milk's target customers are interested in health and nutrition issues, prefer
    nutritious food, beneficial for physical and mental health.
    Behavior
    Occasion Segmentation: Customers often use Buy products for meals (usually
    Breakfast)
    Benefit Segmentation:
    - Habitual 
    - Problem Solving
    - Give a gift
    - Visit the sick
    User Status: Customers have a habit of using the product
    - 1 – 2 times/day
    - 4 – 5 days/week
    User Rate: Customer usually use the product 10 liters/month or more

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