Synergie Fitness Club

Market Conditions
Phone Than Sin Thwin
What is Market Segmentation

• Market segmentation is a marketing strategy that uses well-defined

criteria to divide a brand's total addressable market share into
smaller groups. Each group, or segment, shares common
characteristics that enable the brand to create focused and targeted
products, offers and experiences.
• A brand's total addressable market can have a variety of needs,
challenges, preferences and buying criteria. Market segmentation
carves out focused portions of a target market in order to create
messaging, products and services that are customized to those
segments.
Benefits of Market Segmentation

•Increased resource efficiency.

•Marketing segmentation allows management to focus on

certain demographics or customers.

•Stronger brand image.

•Greater potential for brand loyalty.

•Stronger market differentiation.

•Better targeted digital advertising.

Methods of Market Segmentation
Sample Market Segment 1
 Sample Market Segment 2

Chloe is 23 and works in HR for a large firm. She shares a

house with ex-university friends who are also on graduate
schemes. Without the pressures of family or a mortgage,
Chloe isn’t worried about her student loan, she likes to
spend her income on clothes, nights out and holidays with
friends.
 Sample Market Segment 3

Alison is 38 and married with two children, aged 6, and 3.

As a stay-at-home mum her career is temporarily on hold,
whilst her husband works as an accountant. Alison’s life is
busy. She does the school or playschool run, takes the
children to music and horse-riding lessons and keeps the
house in order. After putting the children to bed, Alison
often spends an evening at PTA meetings. This year she is
involved in organising the school fete.
 Members Survey Result

RESULTS OF MEMBER'S SURVEY

60

50

40

30

20

10

0
Excellent Very Good Good Average Poor

Reception Telephone Gym Treatments Classes

AREA
Excellent Very Good Good Average Poor
Reception 58 37 5
Telephone 36 28 17 10 9
Gym 26 35 21 12 6
Treatments 26 22 24 15 13
Classes 28 29 18 13 12
AREA

Excellent Very Good Good Average Poor

Reception 58 37 5

Telephone 36 28 17 10 9

Gym 26 35 21 12 6

Treatments 26 22 24 15 13

Classes 28 29 18 13 12

Sport England Segmentation

What is Market Segmentation?