SEGMENTATION VARIABLES

UNIVERSITY OF MANAGEMENT AND TECHNOLOGY

STRATEGIC MARKETING MANAGEMENT
CLASS ACTIVITY

GROUP MEMBERS:
MUHAMMAD UMER SHABBIR (F2019270008)
MADEEHA SUBHAN (F2019270021)
WAJEEHA MUNIR (F2019270005)
 SEGMENTATION VARIABLES
COKE
Characteristics of people Age:12years and older
Gender: Both(Male and Female)
Income: Lower to upper income range
Family Size: Smaller to bigger family size
Lifecycle Stage: Very long life cycle stage
Geographical Location: All over the world
Lifestyle: Mostly people with unhealthy lifestyle prefer
coke both in rural and urban areas.
Use Situation Occasion: Daily routine, Functions/parties and weddings
Importance of Purchase: To fulfill the cravings,
entertaining the guests and thirst in summers.
Prior Experience with product: Majority of the consumers
have good prior experience with the coke.
User Status: Growing and active user status.
Buyers needs/Preferences Brand Loyalty Status: Majority of the consumers are
brand loyal of coke rather than other carbonated drinks
brands.
Brand Preferences: Maximum mass of the society prefer
coke as a brand rather than Pepsi or other brand because
coke as a brand is more reliable.
Quality: The quality of the coke is far better than other
sodas brands because other carbonated drinks have double
the sugar content as compared to coke.
Purchase Behavior Size Of Purchase: The purchase of the coke is growing
day by day with respective to population.
Frequency Of Purchase: The frequency of purchase of
coke is a lot. On a daily basis people consume coke as an
alternative to water.

SAPPHIRE
Characteristics of people Age: Toddlers-older people
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Gender: Both(Male and Female)
Income: Middle to upper income range
Family Size: Smaller to bigger family size
Lifecycle Stage: Long life cycle stage
Geographical Location: All over the Pakistan
Lifestyle: Both Active and Inactive lifestyle people use
sapphire in their daily routines.
Use Situation Occasion: Daily routine, Functions/parties and weddings
Importance of Purchase: To have a variety of dresses in
their daily life and to have their closet looks more
happening and sometimes, to jealous their friends and
relatives.
Prior Experience with product: Majority of the consumers
have good prior experience with the Sapphire as
compared to Khaadi or any other brand.
User Status: Growing and active user status.
Buyers needs/Preferences Brand Loyalty Status: Most of the mass are brand loyal of
sapphire because of their unique design and quality of
fabric.
Brand Preferences: People prefer sapphire as a brand as
compared to other clothing brands.
Quality: Before people were not that loyal with the
sapphire but with their consistent improvement in the
quality now most of the people like sapphire as there is a
lot of competition in the clothing industry of Pakistan so
they need to stand out among the other clothing brands.
Purchase Behavior Size Of Purchase: The size of purchase of sapphire is
moderate.
Frequency Of Purchase: The frequency of the purchase of
sapphire depends upon the market needs for example In
the days of Eid and Wedding seasons the frequency of
purchase increases respectively.

IPHONE
Characteristics of people Age:20yrs-45yrs
 SEGMENTATION VARIABLES

Gender: Both(Male and Female)

Income: Middle to upper income range
Family Size: Smaller to bigger family size depending
upon the income range.
Lifecycle Stage: Smaller to moderate life cycle stage
Geographical Location: All over the world
Lifestyle: Students and working mass
Use Situation Occasion: Daily basis
Importance of Purchase: As now a day’s phone is the
necessity of daily life so IPhone is important in terms of
purchase.
Prior Experience with product: Majority of the consumers
have good prior experience with the IPhone as compared
to other cell phone brands.
User Status: The market of iPhone is growing day by day
as most of the things can be done on cell phones now.
Buyers needs/Preferences Brand Loyalty Status: most of the mass are brand loyal of
IPhone because of their bug’s free software and security
concerns.
Brand Preferences: Majority of the people prefer IPhone
as compared to Samsung, Nokia or any other brand
because of their regular software updates which
eliminates bugs and viruses. Iphone is more reliable as
compared to other brands in terms of securing your data.
Quality: The quality of iPhone is far better than other cell
phone brands because most of the data can be transferred
through iphone to iphone which stands out Apple among
other cellphone brands in the market.
Purchase Behavior Size Of Purchase:The size of purchase of Iphone is
moderate as cell phones have slow rotations.
Frequency Of Purchase: The frequency of the purchase of
IPhone is less depending upon the demand of the
consumption as it covers the luxury items.
 SEGMENTATION VARIABLES
ADIDAS

Characteristics of people Age:13yrs-40yrs

Gender: Both(Male and Female)
Income: Middle to upper income range
Family Size: Smaller to bigger family size depending
upon the income range.
Lifecycle Stage: Long life cycle stage
Geographical Location: All over the world
Lifestyle: Students, Athletes and working mass
Use Situation Occasion: Daily basis
Importance of Purchase: Adidas is the best choice when
you want something good and comfortable.
Prior Experience with product: Majority of the buyers
have good prior experience with the adidas as compared
to other sports brands.
User Status: The market of adidas is growing day by day
as everyone wants a healthy lifestyle and adding sports in
their daily life is now a part of the majority of the society
as they are shifting their unhealthy life routines into
healthier ones.
Buyers needs/Preferences Brand Loyalty Status: most of the people are brand loyal
of adidas.
Brand Preferences: Majority of the people prefer Adidas
as a brand as compared to other active wear brands. As
adidas has more options in their active wear as well as in
their casual wear too and their products are more
comfortable.
Quality: Most of the people think that the quality and
price of the adidas is better than other sports brand i.e.
Nike
Purchase Behavior Size Of Purchase: The size of the purchase depends upon
the requirement of the society.
 SEGMENTATION VARIABLES
Frequency Of Purchase: The frequency of purchase of
adidas is moderate.

ALDO
Characteristics of people Age:16yrs-45yrs
Gender: Female and Male
Income: Middle to upper income range
Family Size: Smaller to bigger family size depending
upon the income range.
Lifecycle Stage: Moderate life cycle stage
Geographical Location: All over the world
Lifestyle: Students and working mass
Use Situation Occasion: Daily and party wears
Importance of Purchase: Aldo is the best choice when you
want something good and comfortable.
Prior Experience with product: Majority of the buyers
have good prior experience with the Aldo as compared to
other brands.
User Status: The market of Aldo is growing day by day.
Buyers needs/Preferences Brand Loyalty Status: most of the people are brand loyal
of Aldo.
Brand Preferences: Majority of the people prefer Aldo as
a brand as compared to other brands as most of the people
prefer Aldo because of their unique designs especially
ladies because they always want varieties in their daily
lives.
Quality: Most of the people think that the quality and
price of the Aldo is better than other brands. Above all
Aldo use allergy free material in their products and their
products are more comfortable as compared to other
related competitive brands.
Purchase Behavior Size Of Purchase: The size of purchase of Aldo is
growing because Aldo as a brand has become a status
symbol within a less time.
 SEGMENTATION VARIABLES
Frequency Of Purchase: The frequency of purchase of
Aldo is growing because of large product range i.e. Bags,
shoes, watches and glasses.

BODYSHOP
Characteristics of people Age:17yrs-45yrs
Gender: Both(Male and Female)
Income: Middle to upper income range
Family Size: Smaller to bigger family size depending
upon the income range.
Lifecycle Stage: Long life cycle stage
Geographical Location: All over the world
Lifestyle: Students, housewives and working mass
Use Situation Occasion: Daily basis
Importance of Purchase: Bodyshop is the best choice
when you are looking for organic products.
Prior Experience with product: Majority of the buyers
have good prior experience with the Bodyshop as
compared to other brands i.e. bath and body work
User Status: The market of Bodyshop is growing day by
day as everyone is conscious of their skin and hair.
Buyers needs/Preferences Brand Loyalty Status: most of the people are brand loyal
of Bodyshop.
Brand Preferences: Majority of the people prefer
Bodyshop as a brand as compared to other [Link] of
the people prefer bodyshop because their products are
vegan and cruelty free.
Quality: Most of the people think that the quality of the
Bodyshop is far better than other brands because of their
organic ingredients in their products.
Purchase Behavior Size Of Purchase: The size of purchase of Bodyshop is
growing because it was prior into the market with organic
beauty products.
Frequency Of Purchase: The frequency of purchase of
SEGMENTATION VARIABLES
Bodyshop is higher because of the usage into daily
routine, large product range and reliability.