A. Segementation Topic

Jane has just got the job as brand manager for the Big Experience Collective who specialize in offering thrilling experiences to those who are crazy enough to take them on. Jane was hired basically because she has a knack for developing new market segments towards which the company can either target existing products or, when it is worthwhile, they can develop new products.  Jane specializes in using three techniques; demographic segmentation; psychographic or lifestyle segmentation based on VALS2 and geographic segmentation. Sometimes she uses a mix of all three in order to get a tight fix on the target group.

Your task is to take Jane’s role. 

1. The Experience Collective have expressed an interest in two main groups – students and pensioners.  Your task is to sub-segment each of these markets in order to identify a meaningful target market for the Experience Collective to focus on.  You should also be in a position to point out who to avoid at all costs and why.  Remember that the ability to develop a detailed description will help in creating suitable advertising.

2. You should ensure that you discuss the difficulties in seeking to target groups within these segments.

Web-help

To get to know about psychographics visit the VALS website, take the questionnaire and find out what your profile is:

http://www.strategicbusinessinsights.com/vals/presurvey.shtml