Q2:      What are the variables that can be used to segment a market?

 

Q3:      Who are the two sets of BIC target consumers?

 

Q4:      What types of segmentation approach use by BIC?

Q5:      What are the three distinct types of writing instrument shopper identifies by BIC’s research?

 

Segmentation involves identifying sets of characteristics that distinguish particular groups of customers from others.

 

Q2:      What are the variables that can be used to segment a market?

Demographics, Geodemographic, Green Consumers, Personality Traits, Lifestyles, Sociocultural.

 

Q3:      Who are the two sets of BIC target consumers?

The retailers to whom it sells directly and the end consumers that the retailers supply.

 

Q4:      What types of segmentation approach use by BIC?

Demographics.

 

Q5:      What are the three distinct types of writing instrument shopper identifies by BIC’s research?

Those who are best value for money, those who are seeking specific benefits and impulse buyer.

-The end consumers that the retailers supply. 

Q4:      What types of segmentation approach use by BIC?
-Demographic to divide up the population into groups based on age,gender and etc.
-Behaviour segmentation was looking at the behaviour or needs of customers
 

Q5:      What are the three distinct types of writing instrument shopper identifies by BIC’s research? 
-Best value of money
-Seeking specific benefits
-Impulse buy

Q4:      What types of segmentation approach use by BIC?
Demographics, Geographical,Psychological and Behavioural

Q5:      What are the three distinct types of writing instrument shopper identifies by BIC’s research? 
For those are best value for money, seeking specific benefits and impulse money.

-          Segmentation is an identifying set of characteristics that distinguish particular groups of customers from others.

Q2: What are the variables that can be used to segment a market?

-          Geographic segmentation use variables like region, climate and population growth rate.

Q3: Who are the two sets of BIC target consumers?

-          The retailer to whom it sells directly

-          The end consumers that retailers supply

Q4: What types of segmentation approach use by BIC?

-          Geographic: Region, climate, population growth rate

-          Demographic: age, gender, nationality, religion

-          Behavioral segmentation: looking at the behavior or needs of the consumers

-          By product or service offered

Q5: What are the three distinct types of writing instrument shopper identifies by BIC’s research?

-          For anything that give the best value for money and those who seeking specific benefits and impulse buyer.

Segmentation is the separation of customers into small groups based on their characteristic to identify the different market segments.

 

Q2:      What are the variables that can be used to segment a market?

 -Demographic which are age, gender, and income etc, 

-Usage

-Geographical

-Psychological

 

Q3:      Who are the two sets of BIC target consumers?

-The retailers to whom it sells directly

-The end consumers that the retailers supply.

 

Q4:      What types of segmentation approach use by BIC?

            -Behavioural or needs of customers

            -Demographic

            -Geographical

            -Psychological

            

 

Q5:      What are the three distinct types of writing instrument shopper identifies by BIC’s research?

            -Best value of money

            -Seeking specific benefits

            -Impulse buy

Segmentation are define as identifying sets of characteristics that distinguish particular groups of customers from others.

 

Q2:      What are the variables that can be used to segment a market?

Demographics, Geographical, Green consumer, Personality traits, Lifestyle, Socio cultural

 

Q3:      Who are the two sets of BIC target consumers?

The retailers to whom it sells directly and the end consumers that the retailers supply.

 

Q4:      What types of segmentation approach use by BIC?

Demographics, geographical, psychological, and behavioural or needs of customers.

 

Q5:      What are the three distinct types of writing instrument shopper identifies by BIC’s research?

That includes best value for money, seeking specific benefits and impulse buyer.

Answer for Discussion Question 2
Which consumption- related segmentation is featured in this ad?

Demographic segmentation is featured in this advertisement. Proton  has  involve the races of Malay people where they celebrate the Eid Fitr. "Buy Proton INSPIRA and get MODENAS GT128 worth RM5,300.  Proton has used this using promotional pricing strategy to attract people purchase their product. They will temporarily price their product below the list price and sometimes even below the cost to create buying excitement and urgency. The combination of price and benefit also show that Proton using benefits segmentation in this situation.

occasion or situation often determines what consumers will purchase

or consume. Proton have used festive season such as Hari Raya to promote people to buy a Proton Inspira for a new car in Hari Raya and also give a free Modenas GT128. In festive season, some people want to buy new things. Thus the motive behind usage-situation segmentation is to increase the ‘reason to buy’ so as to improve the sales of a particular product or service. Furthermore, with a free Modenas GT128 by buying a Proton Inspira will attract more people to the advertisement and will buy Proton Inspira as new car for Hari Raya. 

The process of dividing something into small parts or segments.
 
 Q2:      What are the variables that can be used to segment a market?
Markets can be segmented according to geographic, demographic, usage, and psychological segments or a combination of the above.

Q3:      Who are the two sets of BIC target consumers?
The retailers to whom it sells directly and the end consumers that the retailers supply.

Q4:      What types of segmentation approach use by BIC?
Behavioral or needs of customers, demographic

Q5:      What are the three distinct types of writing instrument shopper identifies by BIC’s research?
BIC's research into its stationery product category shows that there are three distinct types of writing instrument shopper which is best value for money, seeking specific benefits and impulse buy.

POSTER ANSWER :

In this ads, PROTON has been used demographic segmentation which on Hari Raya celebration. PROTON used this promotional pricing strategy during Hari Raya to attract all Malaysian to buy their car and show to all that they have new car on Malaysian big day. Dealerships like to claim that whatever promotion they’re running is going to end soon, so you just h to run in today if you want to save big!

 

Besides that, marketing and advertising executives isolate one particular benefit to consumers and advocate its opportunity to consumers. For instance, when discount sale is offered, price benefit is offered. The combination of price, utility and convenience benefit has helped in boosting sales of many products especially automobiles. The benefit segmentation has proved one of the most skillful and dramatic successful segmenta­tion.

 

Lastly, consumers are also grouped in different segments based on consumption of the

products/services and usage rate, brand loyalty, adoption of innovative product, time, location, person as its objective  is to penetrate in others market whether is the users of a product but not of a brand or vice versa. It is also proved that time segmentation is done to save time in shopping,travelling, banking and other services. For example, if some bank issues draft on the spot instead of customer waiting for an hour it will get more businesses. Similarly, if some banks open on Sundays or holidays they get more customers. For similar reasons ATM (All Time Money) are becoming popular.

 

Besides, PROTON company is using benefit segmentation for making this advertisement in the market as their marketing strategies to promote their products to increase the sales. When the discount sale is offered, the consumers will start to feel interested with the offer by the combination of price, utility and also after sales services. This will helped in increasing the sales of the products.

Lastly, the potential consumers can be separated due to the demographic factors. PROTON is focusing on factors such as income, age, sex, race and family.  PROTON is targeting the consumers who has family members for 4 to 7 members at reasonable price. In order to own a PROTON car, the consumers must have a moderate income and is suitable for all genders and races.

 

 # Segmentation is a process of dividing the market into subsets of consumers with common needs or characteristics. Segmentation can be based on consumers’ demographics, product usage, geography, lifestyle, and many other characteristics and needs.

 

#There are 4 types of segmentation in consumer market that is geographic segmentation, demographic segmentation, psychographic segmentation and behavioral segmentation. Some of the variables in geographic segmentation are region, climate, and population density. For demographic segmentation are education, income, and family status. Next, for psychographic segmentation are values, interest, and lifestyles. Lastly for behavioral segmentation are price sensitivity, brand loyalty, and pursuit of benefits.

 

 #Two sets of BIC target consumers are the retailers to whom it sells directly and the end consumers that the retailers supply.

 

 #Types of segmentation approach use by BIC are demographic segmentation and behavioural segmentation. BIC uses demographic segmentation to some extent, recognising that different retailers appeal to different types of consumer based on age profiles and income, and that different groups of end consumers seek different products like male and female shaver requirements. Besides, BIC also uses a segmentation approach looking at the behaviour or needs of consumers. For example, BIC's research into its stationery product category shows that there are three distinct types of writing instrument shopper.

 

Q5:      What are the three distinct types of writing instrument shopper identifies by BIC’s research?
# The three distinct types of writing instrument shopper identifies by BIC’s research are:-
1. Best value for money.
2. Seeking specific benefits.
3. Impulse buy.

__________________________________

Which Consumption-Related Segmentation Is Featured in This Ad?
#Consumption-related segmentation that is featured in this ad are occasion segmentation and benefit segmentation under behavioral segmentation. Occasion segmentation is dividing a market into groups according to occasions when buyers get the idea to buy, actually make their purchase, or used the purchased item. In this ad, we can interpret that Proton makes promotion during Eid Fitr season by examining the norms of Malaysian people that like buying new things when celebrating Eid Fitr,

 

Benefit segmentation is dividing a market into groups according to the different benefits that consumers seek from the product. It requires finding the major benefits people look for the product. Like in this ad, Proton making a collaboration with Modenas where when customer buying the Proton car, they get one Modenas motorcycle. So, customer not only get the car, also they obtain benefit of getting a motorcycle with only one payment. 

Under the behavioralsegmentation, it is clear that PROTON has been targeting consumers who came from the different background status with different model of cars respectively. They are focusing for consumers who are brand loyalty and brand sought. Consumers who are loyal to PROTON will tend to accept the promotion made by PROTON.

The potential consumers can be targeted by analyzing the demographic factors. PROTON is focusing on factors such as income, age, sex, race and family when identifying the target audience.  PROTON is targeting consumers who has family member with size of 3 to 6 members at competitive and affordable price. Their age are ranging from 18 years onwards with family size of 3 to 6 members. In order to own a PROTON car, the consumers relatively have a monthly income of RM2, 000 and above and cater for the consumer preferences for all races. 

 

Segmentation is a strategy which involves dividing a broad target market into subsets of consumers, businesses, or countries that have, or are perceived to have, common needs, interests, and priorities, and then designing and implementing strategies to target them.

        i.            Demographic – divide the target market into smaller group such as gender and age

      ii.            Geographical- divide target market into regional or national. 

    iii.            By product

        i.            The retailers to whom they sell the products directly

      ii.            The end consumer that the retailer supply

        i.            Demographic segmentation : gender of consumer

      ii.            Behavioral segmentation : need of the consumer

    iii.            Geographical segmentation

 

 

 PROTON used demographic segmentation that involve the races of Malay people where they celebrate the Eid Fitr. This celebration is very synonym for Malaysian every year and so that PROTON attract people by using promotional pricing strategy. They will temporarily price their product below the list price and sometimes even below the cost to create buying excitement and urgency. Some auto companies, offer low interest financing, longer warranties or free maintenance to reduce the consumer ‘price’. 

This Proton advertisement is focused for high income consumers, because a car is not necessary for everyone, not everybody can afford the price of a car. Or else, consumers can choose for lower price car. Besides, there is a free motorcycle once purchase for the car. A low income family cannot afford two vehicles because there are a lot of expenditures have to consider for using two vehicles. For example, the insurance, petrol fees, maintenance, road tax and so on. Moreover, this ad mentioned they only pay for the cost of motorcycle not included premium insurance and registration of road tax.

Festival season constitute the main buying period especially for consumer durable goods, which contributes almost total annual sales. In a highly segmented market with different races, subcultures, religions, castes, linguistic groups and geographical variations, significant differences exist with regard to the buying motives, buying behavior and consumption patterns of the consumers. It is imperative to identify various factors and the extent of influences on consumer behavior during festivals, enabling marketers to be more precise on their occasion based marketing efforts. For example, the poster shows the product which is when purchase PROTON INSPIRA will get MODENAS GT128 for free.  Considering market segmentation and knowledge about segment characteristics, as powerful marketing tools, the company needs to understand the underlying dimensions of festival buying motives and to segment the consumer durable market. For sure they know everyone wants to ride a new car during festival and the promotion will give them benefit by having motorcycle for free.

-the retailers to whom it sells directly
-the end consumers that the retailers supply.

4. WHAT TYPES OF SEGMENTATION APPROACH USE BY BIC?
- Demographic segmentation
-behavioral segmentation
-use related segmentation

5. WHAT ARE THE THREE DISTINCT TYPES OF WRITING INSTRUMENT SHOPPER IDENTIFIES BY BIC'S RESEARCH?
- best value for money: typically bought by offices and households that have writing instruments in virtually every room.
-seeking specific benefits: looking for more personalised item 
-impulse buy: impulse buying are unplanned and more focused on attracting the buying for pleasure.

 Q1:  Define segmentation?

Segmentation are identifying and also separating customers into small groups based on their characteristic to identify each of their own different market segments. 

Q2:      What are the variables that can be used to segment a market? 

-Demographic
- Psychological 

-Geographical

-Usage

Q3:      Who are the two sets of BIC target consumers?

-The retailers to whom they sells directly to.

-The end consumers that the retailers supply to. 

Q4:      What types of segmentation approach use by BIC?         

-Behavioural or needs of customers            
-Demographic            

-Geographical           

 -Psychological             

Q5:      What are the three distinct types of writing instrument shopper identifies by BIC’s research?            

-Best value of money 
- Impulse buy           

-Seeking specific benefits           

segmentation is identify sets of characteristics that distinguish particular groups of consumers from others.

Q2 : what are the variables that can be used to segment a market?

Demographics, geodemographic, green consumers, personality traits, lifestyles, sociocultural

Q3 : who are the two sets of BIC target consumers?

- The retailers to whom it sells directly

- The end consumers that the retailers supply

Q4 : what types of segmentation approach use by BIC?

Demographics

Q5 : what are the three distinct types of writing instrument shopper identifies by BIC’s research?

-  Best value for money

-  Seeking specific benefits

-   Impulse buy

WHICH CONSUMPTION-RELATED SEGMENTATION IS FEATURED IN THIS AD ?

Based on the poster, Proton use advertising that offered the free gift by purchased the product to attract the consumer especially Malaysian consumers. Proton attract the consumers to purchasing their product by buying the PROTON INSPIRA will get free gift MODENAS GT128 by lower price which is only RM5300. This show that proton were used DEMOGRAPHIC segment in the Ad. As we know, everyone loved with the free gift. Ad may cause people will interesting to buy proton product. Furthermore, this offer only had during Aidilfitri. As we know, during this festival many Malaysian will celebrate. And more Malaysian will go to their village. By this offer their maybe interesting to buy a new car because the will get a free gift than service their older car. So, by buying a new car they will get a new motorcycles by lower price. This is a good deal offered by company and give benefit to the consumers.

Identify and separate the market into different segment profile such as geographic, demographic, psychographic, behavioural and others.

Q2:      What are the variables that can be used to segment a market?

·         Geographic – Divides a market according to geographic location eg. World region, country, country region.

·         Demographic – Divides a market according to age, gender, income, occupation, education, race, and religion.

·         Psychographic – Divides a market into group based on social class, lifestyle, and personality characteristics

·         Behavioural – Divide a market based on their spending behaviour eg. Occasion, loyalty status, benefit sought, and usage rate

·         Other – Anything categories can divide market into. 

Q3:      Who are the two sets of BIC target consumers?

the retailers to whom it sells directly and the end consumers that the retailers supply

Q4:      What types of segmentation approach use by BIC?

Demographics that is divide up the population into groups based on age, gender. BIC uses this to recognising that different retailers appeal to different types of consumer based on age profiles and income, and that different groups of end consumers seek different products, male and female shaver requirements. Promotion, advertising and presentation of products are therefore tailored to these differences.

BIC also use behavioural segmentation, more specifically ‘usage’, in addition to its world-leading range of pocket lighters, BIC introduced BIC Megalighter designed to light BBQs and BIC Megalighter for candles in 2004 

Q5:      What are the three distinct types of writing instrument shopper identifies by BIC’s research?

Best value for money, reliable for regular household purchasers. Seeking specific benefits, premium high quality products for the consumer that wants 'something special'/benefit sought. Impulse buy, novel, attractive products, sometimes with a fairly short life cycle.

POSTER :   Proton used behavioral and demographic approach in the segmentation. Targeting who those celebrating the holiday season so they will have a mind set of new vehicle in the new year. More important, they use behavioral segmentation that is on occasion, they have a spatial promotion on a label of holiday to attract consumer.

Segmentation are the process of identifying sets of characteristic that distinguish particular groups of customers from others.

The segmentation are based on 

a) the demographic

b) the geodemographic

c)the green consumers

d)personality traits

e)lifestyles

f)socio-cultural values and belief

a) the retailers it sells directly

b) the end consumers that the retailers supply

The BIC use the demographic segmentation for it differentiate the needs and wants in example from different consumers from their genders which is by fulfilling the shavers requirements for men and women. They also used the geodemographic as they are trying to sell their products by the geographical region and acknowledge the consumers values in that region.

a) best value for money

usually bought by the offices and households that have writing instruments in virtually in every room to prevent problems of misplaced of pens or for household to having writing instruments in lower prices.

b) seeking specific benefits

for consumers looking for their personalised items that may be reluctant to let anyone borrow it. Buying decisions taking much longer time to selected the most comfortable to hold and reflects the individual itself. This marketing activity therefore needs to focused on these more sophisticated individual needs.

c)impulse buy

impulse buying are unplanned and more focused on attracting the buying for pleasure activity. Purchasing in this segment is far more emotional and so the skilful marketer will seek to create objects of desire. Attention grabbing point of sale are essential to stimulate impulse buys

 The Ad are using the lifestyles segmentation where its trying to attract the buying on their cars and the customers will get another vehicles that motorcycle for free and this will make sense that consumer will paid for one car but get an extra vehicle in one payment. There are also socio-cultural values and beliefs of malaysian especially in worth buying activity in nearest festive month are merely being biggest factors to buy the cars in that particular time.

The process of defining and subviding a large homogenous market into clearly identifiable segments having similar needs, wants, or demand characteristics. 

Q2 : What are the variables that can be used to segment a market?
 i)    behavioural

ii)    demographic

iii)   psychographic

iv)   geographical differences.

Q3 : Who are the two sets of BIC target consumers?
Two sets of BIC target consumers are:
i) the retailers to whom it sells directly.
ii) the end consumers that the retailers supply.
Q4 : What types of segmentation approach used by BIC?
Types of segmentation approach used by BIC are:
i) Demographic
ii) Product usage
iii) Behavior or needs of consumers

Q5 : What are the three distinct types of writing instrument shopper identifies by BIC's research?
The three distinct types of writing instrument shopper identifies by BIC's research are:
i) Best value for money
ii) Seeking specific benefits
iii) Impulse buy

In conjunction with the festival Eid-Fitr, BIC company has conducted demographic market segment with promotion for having proton inspira through approaches of posters. The main  target customers is Malaysian people who are celebrate this festival. The company offers Modenas GT128 worth RM 5,300 as a gift on purchase. Car buyers more influenced in conjunction with the festival celebrations and also with offer rate of prices at a time and many other benefits like free gift, Free maintenance for some period, insurance
 

The variables segmentation that involve in this ad was economic segmentation and benefit segmentation. Economic segmentation is the poverty line, low income group, middle income group and high income group.The need of these classes differs widely and is an important and effective method of segmentation. For instance, a middle class or upper middle class may inspire for low priced car while high income group may settle only for expansive model. The income level is very important criteria for market segmentation and has been used effectively by marketer.For example, in this advertisement, any customer who bought Proton Inspira will get a Modenas GT128 valued RM5300 for free during the Hari Raya promotion. 

Besides, benefit segmentation also focused on marketing and advertising executives isolate one particular benefit to consumers and advocate its opportunity to consumers. For instance, when discount sale is offered price benefit is offered.  The benefit segmentation has proved one of the most skillful and dramatic successful segmentation. The combination of price, utility and convenience benefit has helped in boosting sales of many products. This segmentation was important because  Hari Raya is the best opportunity for the customer to purchase transportation l that give discounts or free gift.

Segmentation involve identifying sets of characteristics that distinguish particular groups of customers from others.

Q2: What are the variables that can be used to segment a market?

Demographic, Geodemographic, Gree Consumers, Personality Traits, Lifestyle, Sociocultural

Q3: Who are the two sets of BIC target consumers?

The retailers to whom it sells directly and the end consumers that the retailers supply.

Q4: What types of segmentation approach use by BIC?

Demographics, Behavioural, Geographical and Psychological.

Q5: What are the three distinct types of writing instrument shopper identifies by BIC’s research?

For those are best value of money, seeking specificbenefits and impulse buy.

Which consumption related segmentation is featured in this ad? 

Segmentation simply means to divide the marketplace into parts or segments, which are definable, accessible, actionable, and profitable and have a growth potential. In other words, a company would find it impossible to target the entire market, because of time, cost and effort restrictions. From the advertisement, Buy Proton Inspira will get Modenas GT 128 For worth RM5300, many people will get attracted and encourage them to purchase from Proton company. Proton company also focused on the price segmentation which focus on the higher income group. In addition, Proton Company also having special promotion on a label of holiday to attract consumer by using behavioural segmentation.

occasion or situation often determines what consumers will purchase

or consume. Proton have used festive season such as Hari Raya to promote people to buy a Proton Inspira for a new car in Hari Raya. Moreover, with  giving a free Modenas GT128 by buying Proton Inspira will attract more people to buy Proton Inspira. In festive season, some people want to buy new things. Proton use this chance to promote people to buy their product and the motive behind occasion segmentation is to increase the reason to buy so as to improve the sales of a particular product or service.

·         Segmentation is dividing a large homogenous market into clearly identifiable segments based on geographic, demographic, psychographic, behavioral and other variables.

Q2:      What are the variables that can be used to segment a market? 

·         The variables that can be used to segment a market are based on geographic, demographic, psychographic, behavioral and so on.

Q3:      Who are the two sets of BIC target consumers?

·         The two sets of BIC target consumers are the retailers to whom it sells directly and the end consumers that the retailers supply.

Q4:      What types of segmentation approach use by BIC?  

·         Types of segmentation approach used by BIC are demographic, geographical ,behavioral or needs of customers, and psychological.  

Q5:      What are the three distinct types of writing instrument shopper identifies by BIC’s research? 

·         Best value for money

·          Seeking specific benefits

·          Impulse buy

Which Consumption-Related Segmentation Is Featured in This Ad?

First, the ad of Proton Inspira distribute during period of Hari Raya Aidilfitri. This can considered that Proton used the demographic segmentation that especially attract the races of Malay people where they celebrate the Eid Fitr. It is also a behavioural segmentation because PROTON set the promotion during the labels of holidays. Besides that, PROTON is targeting the car user by the promotion of buy PROTON INSPIRA will get one free MODENAS GT128.This will attract more customers and increase the sales of the PROTON.

Consumption related segmentation is featured in this ad is demographic. Demographic is about age, life-cycle, gender, income, occupation, education, religion, ethnicity, and generation. In Malaysia there are a many of religion and celebration. As a result, the ad of Proton is focusing on the celebration of Raya that always be celebrate by Muslims people in Malaysia. It is because Proton have been do some research on this celebration. As we know Muslims people always want to celebrate by new thing during Raya. So that Proton focusing how to make sale by do some promotion during Raya celebration as we can see on the ad given.

 

 

Q1: Define Segmentation?

Dividing a market into smaller segments of buyers with distinct needs, characteristic or behavior that might requires separate marketing strategies or mixes. 

Q2: What are the variables that can be used to segment a market?

The variables that can be used to segment a market is geographic, psychographic, demographic and behavioral.

Q3: Who are the two set of BIC target consumers?

·         The retailers to whom it sells directly

·         The end consumers that the retailers supply.

Q4: What types of segmentation approach use by BIC?

Segmentation approach use by BIC is looking at the behavior or needs of consumers and demographic. As we know that demographic is about age, gender, income, education of consumers. 

Q5: What are the three distinct types of writing instrument shopper identifies by BIC’s research?

 

The three distinct types of writing instrument shopper identifies by BIC’s research is

·         Best value for money

·         Seeking specific benefits

·         Impulse buy

 

Which Consumption-Related Segmentation Is Featured in This Ad?
Benefits Segmentation is featured in the Ad. Due to the benefits sought represent consumer needs, the customer will seek “pay less, get more” to encourage them to purchase in order to gain more benefit. From the Ad, customer not only buy PROTON INSPIRA, but also will get MODENAS GT128 worth RM5, 300. It will be attract customer to satisfy their own desire.

Segmentation is defined as a process to dividing the market into different segments of customers.

Q2: What are the variables that can be used to segment a market?

Demographic, Geographic, Psychographic and Behavioral.

Q3: Who are the two sets of BIC target consumers?

a) The retailers to whom it sells directly

b) The end consumers that the retailers supply.

Q4: What types of segmentation approach use by BIC?

a) Demographics 

b) Usage

Q5: What are the three distinct types of writing instrument shopper identifies by BIC’s research?

a) Best value for money

b) Seeking specific benefits 

c) Impulse buy

Proton used behavioral and demographic approach in the segmentation. Behavioral targeting is a technique used by Proton to increase the effectiveness of their campaigns through information collected on an individual’s behavior, attitude, interest and respond on buying new cars. Demographic segmentation is market segmentation according to age, race, religion, gender, family size, ethnicity, income, and education. Demographics can be segmented into several markets to help an organization target its consumers more accurately. Proton have used festive season such as Hari Raya to promote people to buy a Proton Inspira for a new car in Hari Raya. Moreover, with  giving a free Modenas GT128 by buying Proton Inspira will attract more people to buy Proton Inspira. In festive season, some people want to buy new things. Proton use this chance to promote people to buy their product and the motive behind occasion segmentation is to increase the reason to buy so as to improve the sales of a particular product or service.

 Q1. DEFINE SEGMENTATION
Segmentation is identifying sets of characteristics that distinguish particular groups of customers from others.

Q2. WHAT ARE THE VARIABLES THAT CAN BE USED TO SEGMENT A MARKET?
(i) Demographic
(ii) Geographic
 (iii) Psychological
 (iv) Usage
 
 Q3. WHO ARE THE TWO SETS OF BIC TARGET CONSUMERS?

(i) The retailers to whom it sells directly
 (ii) The end consumers that the retailers supply.
 
 Q4. WHAT TYPES OF SEGMENTATION APPROACH USE BY BIC?
(i) Demographic segmentation
 (ii) Behavioral segmentation
 (iii) Use related segmentation
 
 Q5. WHAT ARE THE THREE DISTINCT TYPES OF WRITING INSTRUMENT SHOPPER IDENTIFIES BY BIC'S RESEARCH?
(i) Best value for money - typically bought by offices and households that have writing instruments in virtually every room.
(ii) Seeking specific benefits - looking for more personalised item 
(iii) Impulse buy - impulse buying are unplanned and more focused on attracting the buying for pleasure.
 
 

Q1- Define segmentation? 

Divide the marketplace into parts, or segments, which are definable, accessible, actionable, and profitable and have a growth potential.

i. Demographic

ii. Geographic

iii. Psychological

iv. Behavioral

The retailer to whom it sells directly and the end consumers that the retailers supply.

a) Demographic

b) Geographic

- Best value of money

-Seeking specific benefits

-Impulse buy

 

Through the poster, we can see PROTON use poster to attract people to buy the car. They use demographic segmentation. It is market segmentation according to race, religion, ethnicity, income, and education. Demographics can be segmented into several markets to help an organization target its consumers more accurately. Their strategies is to promote products to increase sales. When the consumers see this advertisements, they will attracted and interested to buy Proton Car. This Ads also show if people buy Proton Inspira, they will get free motorcycle Modenas GT128 in festival season during Hari Raya Aidilfitri. This car is suitable for 4 to 6 people in a family members.

Proton has been targeting consumers from the different background status. Benefit segmentation is suitable to the ad because benefit segmentation requires Proton to divide the market based on the perceived benefit of the product or service. Other than that, benefits sought represent consumer needs in term of comfort and safety. Lastly, benefits segmentation is important to positioning which are the place a product occupies in consumers’ minds relative to competing products and benefits of media.

 

Divide the marketplace into parts, or segments, which are definable, accessible, actionable, and profitable and have a growth potential

a) geographic

b) demographic

c) psychographic

d) behavioral

a) the retailer to whom it sells directly

b) the end consumers that the retailer supply

a) geographic- world, region or country

b) demograpic- gender age family

a) those who are seeking the best value of money

b) those who are seeking specific benefits

c) impulse buyer

According to this ad, demographic segmentation is used in this advertisement. We all know that demographic is a market segmentation according to age, race, religion, gender, family size, ethnicity, income, and education. For an example, Hari raya is a good season to make a promotion or discount because not only for the Muslims but also all races wants to looks good during hari raya. So, Proton take an opportunity to try attract all races to buy a new car. In this case, for all those who buy  Proton Inspira,  they  also get Modenas  GT128 that cost RM5,300 for free. The workers who get bonuses for hari raya also can buy it. To the family who has 4-5 members also can buy this car to make their journey to their destination more comfortable.

·Demographics- Based on age, gender, marital status, family life cycle, income, education and occupation

·Green Consumers

·Personal Traits

·Lifestyles- By psychographics include activities, interests and opinions

·Sociocultural- Segment based on cultural values, sub-cultural membership and cross cultural affiliations

Q3 WHO ARE THE TWO SETS OF BIC TARGET CONSUMERS
-The retailer to whom it sell directly.

-The end consumers that the retailers supply.

Q4 WHAT TYPES OF SEGMENTATION APPROACH USE BY BIC
-Demographic segmentation

-Geographicals segmentation

-Behavioral segmentation

Q5 WHAT ARE THEREE DISTINCT TYPES OF WRITING INSTRUMENT SHOPPER IDENTIFIES BY BIC RESEARCH
Best value for money - typically for offices and households 

Seeking specific benefits -personalized item that will be kept as personal belonging to that individual.
Impulse buy -unplanned instrument that can attract consumer.

Q6 WHICH CONSUMPTION RELATED SEGMENTATION IS FEATURED IN THIS AD?
From this advertisement, we can see that Proton offer to the customer by buying the Proton Inspira they will get free gift which is motorcycle Modenas GT 128 worth RM 5300. So from this advertisement we can see the Proton use the benefits segmentation by understand the consumer needs and wants and offer the customer buying giving a free when buying the Proton Inspira. Besides that, Proton also used the demographic segmentation in this ad. During Raya Aidilfitri had being a tradition for the Malay to celebrate Hari Raya in their hometown. So for those who haven’t own the vehicle to going back hometown, this is the chance that Proton offer to the customer especially for the middle class Malay that haven’t own their vehicle. Besides that, this also an opportunity for other racer in middle class income to own their vehicle.   

From the advertisement, Benefit Segmentation is featured. As we knew, if the customer buy a Proton Inspira, the customer will get a Modenas GT128 motorcycle which cost RM5300. Thus from this, we can said that Modenas motorcycle is the special benefit that the consumer who buy Proton Inspira look for. Due to the benefit sought represent the customer needs, thus it will attract more customer and bring more business opportunity to proton company

Define segmentation?
The process of defining and subdividing a large homogenous market into clearly identifiable segments having similar needs, wants, or demand characteristics. Its objective is to design a marketing mix that precisely matches the expectations of customers in the targeted segment.

What are the variables that can be used to segment a market?
-Demographic,
-Geographic, 
-Psychographic,
-Behavioral and so on

i.              the retailers to whom it sells directly
ii.             the end consumers that the retailers supply.

What types of segmentation approach use by BIC?
-Demographics,
-usage, 
-behavior or needs of consumers

What are the three distinct types of writing instrument shopper identifies by BIC’s research?
-Best value for money, 

-Seeking specific benefits 
-Impulse buy

Segmentation is the process to divide the marketplace into parts, segments, which are defineable, accessible,actionable, and profitable and have a growth potential. 

From the retailers to whom its sells directly while the end consumers that the retailers supply 

BIC CASE STUDY 

The consumption-related segmentation that featured in this Proton ads to  attract more people to buy a new model of PROTON INSPIRA. From the PROTON ads showed that the behavioral segmentation , which is PROTON was targeted the customers that come from different background with every different model of cars. On the ads, the PROTON INSPIRA is one of the model of PROTON. Many of their customers believe that the PROTON cars is the best for them. Its means that, Proton was give the loyalty status to their customers. PROTON also use the Demographic segmentation which they use this ads on the Aidilfitri event to gain attention from Malay people who is celebrate the celebration. Proton knows that Malay people need something new on their celebration suah as a new car and the car they need to go back to village to celebrate the Aidilfitri with their beloved family. 

-The end consumers that the retailers supply

Q4 What types of segmentation approach by BIC
-Geographicals segmentation

-Behavioral segmentation
-Demographic segmentation

Q5: What are the three distinct types of writing instrument shopper indentifies by BIC's research?
-Best value for money
-Seeking specific benefits
-Impulse buy

Q6 Which consumption related segmentation is featured in this ad?(Study Case)
From this ad, we can see the Proton use the demographic segmentation in this ad. Proton target Malay is this advertisement because they have a tradition that celebrate Hari Raya in their hometown especially for those who haven't own the vehicle. In an addition, Proton also use the benefits segmentation by offer the customer Modenas GT 128 as a free gift when buying the Proton Inspira.