Hybrid week 3

GeographicDemographicPsychographicBehavioral (Benefit and Usage Rate)

College CampusesMillennialsSocially active and academically focusedSeeking a solution for mid-

afternoon fatigueOffice EnvironmentsMillennial FemalesHealth-conscious and career-drivenLoyal
customers transitioning through life stages

1. Behavioral (Benefit and Usage Rate)

 This is likely the most important segmentation variable for Awake as it
directly addresses the consumers' behavior, emphasizing the need for a
solution to mid-afternoon fatigue. Understanding the benefits sought and
the frequency of product usage is crucial for product positioning and
marketing strategies.
2. Demographic
 Demographic segmentation, particularly targeting millennials and
millennial females, is significant for Awake as it reflects the primary
consumer base. Demographics provide insights into the age, gender, and
life stage of the target audience, aiding in crafting tailored marketing
messages and product adaptations.
3. Psychographic
 Psychographic segmentation, focusing on lifestyle, health-consciousness,
and career-driven individuals, is important but slightly less critical than
demographics and behavioral factors. It helps in understanding the values
and attitudes of the target market, guiding marketing messages and
product features.
4. Geographic
 Geographic segmentation, targeting specific locations such as college
campuses and office environments, is likely of lesser importance compared
to the other variables. While it played a role in the initial targeting
strategy, the success of Awake appears to be more dependent on
behavioral and demographic factors, which have broader implications
beyond specific geographic locations.