Market Analysis2.1. Segmentation - Tài liệu tham khảo | Đại học Hoa Sen

2. Market Analysis 2.1. Segmentation Segment Demographic Psychographic Behavioural Geographic Children Age: 5-14 year All over olds Lifestyle Occa Vietnam Gender: Male,iFemaleiand : sion: others Lifestyle: Outdoor- oriented, preferihangingioutiwithifrien Daily ds Personalities Acti User Personalities: Active. Curious, activety statu s:pot Occasion: Daily Useristatus: Potential/daily users Usageirate: Daily Benefitisouge: provideinutritions thatiare good for their growth User statu s:pot YoungiAdults Age: 15-25 year Lifestyle: Busy, because this Occasion: Daily All over olds generations have interested Vietnam in a lot of things and they User status: Gender: Male, have many tasks to do, do a firstitime, potential, Female and lot of things their want regulariusers others Personalities: enthusiatis, Usageirate: daily, Income: None or
energetic, curious, interes in regular low income freshness Loyalty: medium Education: because they college or usually inters in university freshness students Adult Age: 26-44 year Social class: Middle and Occasion: daily All over old upper class Vietnam Usẻ status: regular Gender: Male, Personality traits: Desire to Density: female and others strike a worklife balance User rate: heavy Average to usualy stressful and busy, high Family size: sport oriented and energetic. Loyalty: medium singleiori3- 4ipeople Lifestyle: Busy, flexible, Benefit sought: creative, outdoor Good for health, Marital status: convenient, tasty Married or not married Income: Middle- high income Occupation: Varies Middleiage Age: 40-60 year Social class: Middle class, User status: first All over women old upper class time or long time Vietnam users Marital status: Personality traits: Clam, Density: married happy, caring and loving User rate: heavy Aver age or High Gender: Female Lifestyle: either busy orr Loyalty: Medium unoccupied, care about Occupation: health Benefit sought: Eitheriworkioriret calcium in milk ire helps maintain bones orr a tough Income: Middle – skeletal structure High income The elderly Age: 65-70 Lifestyles: welliorganized, Benefits sought: healthiconscious, affordable, Region: Income: pension, focusingioniimprovingitheiri easyitoibuy,prevent suburban mostiliveioff their physical osteoporosis,keepib areas, rural children. andimentaliconditions, odyihydrated,increa areas seekingifor peacefulness. se resistance, Gender: mostly reduce fatigue Density: female Family Personality: family-oriented, High realistic, sometimes Usage rate: Life Cycle: aggressive. medium-high users single, married with children, Usage situation: married without Inifree time, In children. gathering events Social classes: Buyer's status: middle class, potential users upper class Education: varies Occupation: most have retired 2.2. Targeting
Vinamilk 100% organic essentially for all intents and purposes has successfully applied
the concentrated marketing strategy to effectively for the most part particularly
dominate the pretty for all intents and purposes high-income segmentation, kind of
generally contrary to popular belief in a sort of major way. The pretty really main
segmentation that Vinamilk targets kind of essentially is children from 5 to 14
(Vinamilk 2014).Vinamilk desires to particularly particularly improve really kind of
physical health of children and literally aims to kind of actually nurture pretty generally
young talents as childrenare considered the pillar of a nation’s tomorrow (Vinamilk
2016), which particularly specifically is quite significant, which particularly is quite
significant. The first reason why Vinamilk 100% organic chose this segmentation
basically generally is because children roughly account for 23.2% of the population
(Statista 2020), which mostly kind of is quite significant in a sort of major way.
Secondly, theiamountiofiforialliintentiandipurposes fairly middle-class population
generally actually is increasing and they actually mostly are starting to focus sort of
pretty much more on the value of the products rather than the price, which essentially is
fairly significant, which particularly is fairly significant. This will for the most part kind
ofileaditoitheiresultithatiVinamilk 100% organic could basically specifically have fairly
much pretty much more customers in a definitely fairly big way, or so they generally
thought. (Euromonitor 20) in a really actually big way, demonstrating that secondly, the
amount of for all intents and purposes generally middle-class population generally for
the most part is increasing and they actuallyiessentiallyi i are startingitoi i focus sorti i of for
all intents and purposes more on the value of the products rather than the price, which
particularly is fairly significant, or so they for all intents and purposes thought. 2.3. Positioning
2.3.1. Price and the calcium content of milk
As can particularly be seen from the map, in terms of price, Meadow pretty Fresh for
the most part has both the absolute highest price (43500 VND/ 4 cartons) and very
much the highest level of calcium (125 mg) while very Dutch specifically has the hardly
the lowest price (29500 VND/ 4 cartons) compared to very other milk brands, or so they
kind of thought. On the generally other hand, Vinamilk particularly has quite a
reasonable price (31500 VND/ 4 cartons) which literally is affordable to most fairly
Vietnamese consumersnowadays, demonstrating how on the pretty other hand, Vinamilk
for all intents and purposes has quite a reasonable price (31500 VND/ 4 cartons) which
generally is affordable to most very Vietnamese consumersnowadays, very contrary to
popular belief. As Vinamilk for the most part is a popular and pretty top milk brand in
Vietnam, consumers can easily generally find them in supermarkets, markets, grocery
stores or any kind of other for all intents and purposes retail shops, demonstrating that
on the really other hand, Vinamilk definitely has quite a reasonable price (31500 VND/
4 cartons) which essentially is affordable to most fairly Vietnamese
consumersnowadays, demonstrating how on the basically other hand, Vinamilk
basically has quite a reasonable price (31500 VND/ 4 cartons) which specifically is
affordable to most particularly Vietnamese consumersnowadays, which literally is quite
significant. In contrast, Meadow actually Fresh for all intents and purposes is at the
fairly top of both attributes, but as it really is considered as a premium milk, hence, the
products’ display definitely is still at an really average frequency compared to others, or
so they for all intents and purposes thought.