• Geographic
The services that being offered from geographic segmentation are transportation services, it can be through air base, land base, and sea port, because these sectors only travel from one region to another. Delivery services also can serve as an example of services that can be offer, because it only caters few ranges of kilometer on its location.
• Demographic
Demographic segmentation talks about segmenting the market according to age, gender, civil status, income and educational attainment. This is the commonly used type of segmentation because you can easily identify and analyze the difference between those categories. Through this we can easily know what specific business we should cater. For me the best example for the demographic segmentation is Salon. Because this type of business filters the gender, age, and social status of a customer it may vary if customers outside of your prospect will avail your product and services.
• Behavioral
Service that being offered through behavioral segmentation is HR agencies, because they are the one who finds someone a job. They entertain their clients whether they pass or not base on their behavior and skills. These agencies will find a job based on your description, skills, and attitude. It still depends on them whether you are hired or not.
• Psychographic
Best example of service in this kind of market segmentation is a fine dining restaurant. Fine dining restaurant are segmenting their customer based on the life style of their customer and social status as well. They often cater class B and A customers. But still these criteria vary if there are customers behind their expectation avails their products and services.
Positioning strategy.
Positioning strategy is the process of making image of the products or services in the mind of the target consumer. It is done by the business after identifying your ideal target market depends to the market segmentation of your business.
• Product attributes
This strategy allows the market to identify the product o services based on its characteristics and the benefits that you get while using certain products. In the Philippines we often use Efficascent oil if we have headache is most commonly use in massage, it is also use in stomach ache and body pain. We used it even though it has no certain prescription from expert. In technological products, apple is very famous because of its unique feature that it makes this phone fantastic. Lots of innovation happens on this apps, and iPhone always comes first when it comes to flagship phone.
• Usage occasion
A strategy that positioned the product to when and where the consumer should use and buy the product. A brand Emperador lights is a famous liquor brand here in the Philippines because of its very interactive advertisement and many Filipinos’ use this product every celebration like birthdays, championship, holidays, and even after work. Construction workers do hard jobs all day long after this tiring day most of them often drink after their tiring day it makes them more relax to sleep immediately in preparation for another tiring day for tomorrow.
• Classes of users
The positioning that focuses on the user and suggest the product as an ideal solution for the problem and type of consumers are, it may also contribute to the self-identity of the consumers in the society. For example, a predator brand of personal computer and laptop, this brand is very expensive when it comes to computer. Their product is too pricy to avail for a simple person only. Their target market is a Class a and b in social class. Having this kind of computers positioned you in technological community in the top rank. If the consumer wants to maintain his social class he must try to cope up to the trend when it comes to computer.
• Against a competitor
This is a positioning strategy that uses the competitor’s strategy to be competitive in the market. For example, the international shoe brand, Nike and Adidas. They both compete equally when in terms of shoe product. If Nike release a new expensive shoe, so the adidas also. If Nike tends to get famous NBA player adidas also did. When Nike releases Jordan flight speed 7 the adidas releases Adidas Zoom Boost. They both using strategies of both sides and they strongly competitive in the market.
• Away from the competitors
An approach of positioning the brand away form the competitors by having a unique selling propositions distinguish by its competitors. Bambike is a Philippine based company that creates and sells bike that is handmade, the main material that the company uses is bamboo. This Bambike is initiated by Gawad Kalinga. It aims to help the poor and ends poverty. They had a weekly feeding program for children, and a planting of bamboo seedlings for reforestation. The goal of Bambike is differ from the common goal of a certain business. Some business aims to just earn profit while bambike aims beyond that. They support poor children while helping environment as well. This strategy is effective, because of donation drive they can sell lots of bicycle and can plant bamboo trees as well.
