Marketing Communications

MARKET SEGMENTATION 133

Idealists (6%)

Idealist youngsters have higher scores on universalism, benevolence and tradition. They like spirituality and playing

musical instruments. They are interested in reading books, going to concerts, playing music, adventurous travel,

history, philosophy, politics and graffiti. They identify with brands that give them a safe and secure feeling.

Conservatives (17%)

Conservative youngsters score higher on Schwartz’s values of universalism, tradition, conformity and security. They

like making music and identify with brands that are honest and give them a safe feeling.

Wizz kids (20%)

Wizz kids score high on power and achievement; 68% are male. They think it is important to be the best and the

brands of their clothes are important to them. They love gaming and watching video clips online. They look for

brands that deliver high standards and status to identify themselves with.^45

Source : InSites Consulting 2008 lifestyle segmentation of Dutch youngsters for MTV Networks , Rotterdam, InSites Consulting (Van den Bergh, J. and

Verhaeghe A. 2008).

When a company divides its market into segments referring to product or brand prefer-

ences, or involvement with categories, it adopts a behavioural segmentation. Consumers can

be segmented on the basis of the occasion when they use a product or a brand. For instance,

a brand of orange juice can be targeted at a segment of consumers drinking juice at breakfast,

but there will also be a segment using orange juice in cocktails in the evening etc. Minute

Maid found out that there was an opportunity for fruit juice at home during the evening.

Th e Coca-Cola Company launched Minute Maid Hot & Cold as a world premiere in

Belgium. It is an apple juice with cinnamon that is positioned as a refreshing cold drink

during the breakfast moment and as a relaxing hot drink in the evening (tea moment), a

product that can be used in diff erent ways for diff erent occasions.

Markets can also be divided into segments on the basis of customer loyalty. Customers can

be loyal to one brand, loyal to a set of brands or brand-switchers. Obviously, marketing com-

munications eff orts can be diff erent when targeting these diff erent groups. Brand-switchers

are mainly infl uenced by material incentives. Sales promotions will therefore be an important

tool to get them to buy a product. Brand-loyals, on the other hand, do not have to be con-

vinced. Advertising to keep the brand top of mind and loyalty promotions will be the main

communications instruments to be used with this group. Consumers that are loyal to a set of

brands will have to be approached with a combination of communications tools. Advertising

will keep the company’s brand in their choice set, while in-store communications and sales

promotions will make them choose the company’s brand rather than competing brands.

Markets can also be segmented on the basis of the user status of customers. An individual

can be a non-user, a potential user, a fi rst-time user, a regular user or an ex-user. Non-users

are consumers who will never buy a product. Th ey should therefore be avoided in a marketing

communications plan. Men, for example, will never buy sanitary towels for themselves. As a

result, a communications plan should avoid talking to them as much as possible. Ex-users are

more a target group for customer satisfaction research than for a marketing communications

campaign. It will be very hard to regain a customer who has deliberately decided not to use the

product anymore. Potential users need to be persuaded to try the product for the fi rst time.

Advertising, building awareness and attitude, trial promotions and in-store communications

may convince them to have a go. First-time users should be converted into regular users. Advertis-

ing, building a favourable attitude and a preference for the brand, together with loyalty

promotions, might do the job. Regular users should be confi rmed in their favourable attitude and

buying behaviour. Th ey may be approached by means of advertising and loyalty promotions.

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