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1.0 Segmentation Theory
Segmentation is a way of separating particular market into sections, which show same traits or manner. (For Marketing Learners Globally n.d.) While market segmentation is the process of adapting the different needs and wants to the different groups of consumer. (Segmentation n.d.)
There are four variables that used under segmentation, which is geographic, demographic, psychographic and behavioral segmentation. Geographic segmentation divides the market according to geographical area. Geographical segmentation is used because consumers in different region show different traits and manner. Demographic segmentation divides the population into gender, age, family life cycle and income among other variables. Same as the theory of the geographical segmentation, demographic segmentation is use because there are different needs and want consume by different age, gender and family life cycle consumer. To targets more precise profiles of the target market, psychographics segmentation can be use. Psychographics segmentation can be divided into personality characteristics, social class, and lifestyle. (For Marketing Learners Globally n.d.) Last but not least is behavioral segmentation. Behavioral segmentation is a process of grouping the customer by their knowledge, attitude and responses to the product. For example, occasion, benefits sought, user status and usage rate. (Kotler, et al. 2008)
In short, segmentation is used by marketer to develop effective marketing plans. By developing an effective marketing plan with analysis of the segmentation, businees will know what the customers want from stage to stage and serve the customer better so that the customer will come back to them again. As a result, the business will get higher profit than others. Besides that, business that make analysis on the multidimensional approach to segmentation provide information regarding small divisions in the total market that share particular needs. The identification of those needs can develop new or improved particular products that meet the requirement of the customers. Once the product meet or over the expectation of the consumer, customer will normally willing to pay higher price. Thus, the profit margin of the business will increase. (Recklies 2001)
2.0 Target Market Identification
The product for this paper is an international rock star, Lady Gaga. This section will discuss on the traits of the primary target market in Malaysia of the product.
2.1 Geographical Traits
Marketers have used the Geographic segmentation to different geographical units such as rural or urban areas, which make up the market. Besides that, the marketers also segmented the market for the cities with large population, to ensure a sufficient large consumer base. Primary target market of Lady Gaga is included in most of the capital of Malaysia which is more prosperous. For instance, Kuala Lumpur, Kota Kinabalu, and Johor Bahru there will be more of the primary target market as the location is much more prosperous; while for the suburban such as Kelantan, Kedah and Muar would be less.
2.2 Demographic Traits
The marketers segment their market according to the demographic segmentation, as it is the most important factors that may influence consumers. The primary target market of Lady Gaga is consumers who were born in 1980-1995. This group of consumer was normally label by marketers as Generation Y. (Preparing for Generation Y 2008) Most of the generation Y who were the primary target market of the Lady gaga is now in between 15 to 30 years old and stills being a student whoever taking secondary or tertiary education.
2.3 Psychographic Traits
Marketers have used different segmentation according to different people lifestyle, socioeconomic, personality. Consumers in the same age bracket may have different lifestyle and personality. One of the lifestyle of the primary target market of Lady Gaga is having night life with lots of fun. This is because Lady Gaga's songs are often appear in night club, pub disco KTVs and so on. Besides that, most of the consumers are technology savvy which are interested in technology and cannot live without technology such as internet, hand phone, laptop and so on.
2.4 Behavioral Traits
According to the different behavioral variable segmentation that consist benefit sought, usage rate, occasions and more is also the factors that cause consumer to be interest and purchase it. Benefit segmentation requires marketers to understand and find the main benefits customers look for in a product. People usually listen to the rock n roll's song to relieve their stress. (Chimento and Tafalla 2002) Same theory, the consumer of the product - Lady Gaga, is seeking a way to relieve them self from the outside factors by listen to her song.
In conclusion, the primary target market of Lady Gaga is people, who stay in urban area, age between15-30 which labeled as Generation Y, student who taking secondary and tertiary education, enjoy nightlife, technology savvy and relieve their stress by listening to her song.
3.0 Rationale of the Target Market Collage
The image that has chosen is stated in the collage. There are all together 6 images which represent the traits of the primary target market of the product - Lady Gaga.
First is the image of the product - Lady Gaga. The black color background shows the meaning of power. This is because Lady Gaga is the famous international rock star which might be replaced some other international star such as Madonna. Besides that, the black color background also has the effect to make other color stand out. As a result, the picture of Lady Gaga which situated at the middle of the black color background is represent the queen that surrounded by power. (Color Meaning n.d.)
Next is the image that represents the geographical segmentation which is urban area. As mention above, the primary target market of the product is located in the urban area. As a result, this image has been used because it shows many of the noble buildings with colorful background in it which represents the characteristic of the urban area.
The images that represent the demographic segmentation is Generation Y and student which have mention above. One of the characteristic of Generation Y is creative and innovation. The image of Generation Y which shows show the word "Y" by showing the "Y" using the half of the buttock is a kind of creative. As a result, this image matches the characteristic of Generation Y. For the image of student, this has been choose because the model consist of both male and female which mean that the primary target market of Lady Gaga is included both female and male. Other than that, the image consists of books as well which indirectly represent as student.
For the psychographic segmentation, images which represent technology savvy and night life are included. The image represent technology savvy has been used as most of the Generation Y is technology savvy and they can't live without technology. The technology that they commonly used is computer, hand phone, camera and so on. For example, computer and hand phone are commonly used by Generation Y to get the information and contact with other people easily through internet. For the image of night life, the image has been used because this image convey the meaning of happiness and carefree by having nightlife. As mention in section 2, Lady Gaga's song is often used in night club, disco and pub which normally operate during night time. Thus, the primary target market will go to these places to having their night life.
Last but not least is the images that represent the behavioral segmentation, the image has been used as the image convey information of enjoy. The model that lie down on the green grass convey the message of carefree and enjoy. The consumer is enjoying when listening to Gaga's song. By the way, many of the consumers also like to sing Gaga's song because the song is easy to sing and learn. As a result, many people like to go pub, clubbing, KTVs, and disco to release and enjoy them self for being stress by outside factor.
- Chimento, M., Tafalla, R. 2002. THE EFFECTS OF MUSIC ON PERCEIVED LEVELS OF STRESS. http://clearinghouse.missouriwestern.edu/manuscripts/348.php. (accessed April 5, 2010)
- Color Meaning. n.d. http://www.color-wheel-pro.com/color-meaning.html (accessed April 6, 2010)
- For Marketing Learners Globally .n.d. http://www.learnmarketing.co.uk/segmentation .htm (accessed April 2, 2010)
- Kotler, Adam, Denize and Armstrong (2008) "Principles of Marketing" Pearson Education Australia, 4th edition.
- Preparing for Generation Y. 2008. http://www.abonarconsultants.com/generationy.html (accessed April 4, 2010)
- Recklies, D. 2001. Why Segmentation?. http://www.themanager.org/pdf/Segmentation.PDF (accessed April 4, 2010)
- Segmentation. n.d. The times 100. http://www.thetimes100.co.uk/theory/theory-- segmentation--246.php (Accessed April 2, 2010)
- Why GenerationY [Image]. 2008. http://tkcollier.wordpress.com/2008/04/ (accessed April 6, 2010)