3. Answers :-
VALs which is also known as values attitude and
lifestyle is one of the primary ways to perform
psychographic segmentation. All three terms
are intangible in nature and therefore give an
idea of the inert nature of the consumer. If you
know what your consumer is thinking, you
would know what kind of promotions or
communications will attract him most. And how
do you know what the consumer is thinking? By
determining hisVALs – Values, Attitudes and
Lifestyle.
4. SEGMENT NAME MOTIVATION & RESOURCES SELECTED
DEMOGRAPHICS
VALUES AND CONSUMPTION
PATTERNS
Innovators
Abundant resources;
motivated by ideals,
achievement, self-expression,
& self-esteem
10% of the U.S population.
Median age 45. 65% are
married &72% work full
time.
Successful, sophisticated,& curious.
Respective to new ideas & technologies,
& buy niche products & services
Thinkers
Motivated by ideals & have
solid resources.
11% of the U.S. population,
median age 56. 75% are
married & 55% work full
time.
Mature, satisfied & comfortable; value
order & responsibility.
Believers
Motivated by ideals & have
moderate resources.
16.5% of the U.s. population.
Median age 52. 63% are
married & 47% work full
time.
Conservative, conventional with
traditional beliefs, whose priorities are
family, religion & community. Follow
routines focused on their homes,families
& social or religious organization.
5. BENEFITS &TARGETING :-
(Example)
Colgate is probably world’s most sophisticated marketer of personal care products & its line of toothpastes is an
excellent example for understanding the benefits that consumer seek in regard to care for their teeth & oral hygine.
Colgates’ Benefits are as followed :-
1. Long- lasting fresh breath.
2. Plaque & gingivitis protection.
3. Sensitivity relief.
4. Tooth whitening, 12 hours germ protection.
Colgate pro- clinical is presumably targeted at encouraging consumers to brush their teeth 3 times a day like – daily
cleaning , daily whitening & daily renewal.
6. POSITIONING :-
Dentist can enhance patient’s confidence by post – visit contacts
inquiring if patients had experienced any problems following a
dental procedure & also e-mailing patients press clippings
featuring the dentist’s appearances at conferences or media
interviews.
So the positioning of the health club is how to positioned their
product’s in the mind’s of the customer so that consumer feels
that he has to buy that colgate.
