Mobilink Segmentation

Segmentation Process

WHAT IS SEGMENTATION?
Market segmentation describes the division of a market into homogeneous groups, which will respond differently to promotions, communication, advertising etc. Each segment can be targeted by different marketing mix because; Within each segment objects/brands are combined on the basis of similarities Each segment is different from another

WHY USE MARKET SEGMENTATION?

It is easier to address the need of smaller groups of customers, particularly if they have many characteristics in common seek the same benefits. Identify under-served or un-served markets. More efficient use of marketing resources by focusing on the best segments for your offering product, price, promotion & place. Segmentation can help you avoid sending the wrong message or sending your message to wrong people.

Segments should be.

Manageable: number of segments Different: one from another Measurable: volume and value Accessible: targeting Motives: what makes them tick?

Segmentation Approaches
Demographics
Age Gender SEC Religion Education Income Type of residence

Psychographics
Consumer lifestyle Consumer needs & values Consumer perceptions Consumer attitudes

Product usage
Frequency of usage Purchase habits Brand loyalty Brand perceptions Product use Quantity of usage Benefits from product

Psychographics Segmentation

Psychographics Segmentation
The psychographics segmentation process involves identifying similarities in data to form homogeneously distinct groups in the market. By running Factor and Cluster Analysis, we were able to identify four groups of respondents on the basis of the lifestyle/attitude/personality statements. Once these groups are identified, they have been named according to their Psychographic/demographic characteristics.

Names of the Segments

After statistical analysis on psychographics statements, we are able to identify four distinct segments in the urban market

- Affluent Techies - Aspirational Followers - Economy Seekers - Struggling Traditionalists

Segment Sizes of Individuals

Struggling Traditionalists 33%

Affluent Techies 22%

Economy Seekers 24%

Aspirational Followers 21%

Psychographics Profiles by Segments

Psychographics Profile of Affluent Techies

Attributes in order of importance I like to try out technology related products. Mobile connection company image is dependent upon the technology it offers. I would prefer a mobile connection, which has service in most number of cities. I like to have complete information about the product before purchase. The brand name of products I buy is very important for me. I dont mind paying a little extra for the assurance of good quality of products. Mobile phone represents success. Mobile phone has become affordable these days. I would prefer to purchase a mobile connection from the companys authorized office/dealers Its important for me that a variety of mobile sets are available with the connection I buy. Mobile phone has become an essential part of our lives. I like my children following the latest styles in their clothing. I want more benefit from the brand I use than my basic requirements. Mean Scores 4.6 4.5 4.7 4.8 4.5 4.5 4.5 4.7 4.4 4.1 4.8 4.4 4.0

Psychographics Profiles of Aspirational Followers

Attributes in order of importance I shop at some places because it is fashion to do so. Whenever there is a new product or brand in the market, I am usually one of the first people to try it. In my family, we prefer to spend money to enjoy ourselves now than save for the future. I rely heavily on advertisements for product information. My clothes are inspired by what film stars, models etc. are currently wearing. Quite often I buy products because the shopkeepers recommends them to me. The type of clothes I buy, is often influenced by what friends and relatives wear. Im often tempted to spend money on things, which I cant really afford. My leisure time activities are often influenced by what my friends and relatives do. When we have visitors at home, I serve a variety of foods even if it means a drain on my budget. I am comfortable chatting with new people rather than my friend and relatives. I think that mobile phone serves as a symbol of style, fashion and class. I prefer spending my leisure time going out rather than staying home. Mean Scores 3.4 3.5 3.3 3.4 2.6 3.1 3.5 3.4 3.4 3.5 3.7 3.7 3.5

Psychographics Profiles of Economy Seekers

Attri tes i or er of im orta ce e eci i g a o t a mo ile co ectio , co ectio cost is more im orta t to me t e o tgoi g call rates e c oice of mo ile co ectio eavily e e s o t e ra , frie s a relatives o I o l refer se i g rat er t a calli g from my mo ile I o l rat er y a c ea mo ile co ectio t a ayi g more for a co ectio it e tra services/VAS. o ile co ectio s itc i g is e e sive i akista . I o l refer foreig ra s to local ra s. ea cores 3.8 4.1 3.8 3.6 3.6 3.4

Psychographics Profile of Struggling Traditionalists

Attri tes i or er of im orta ce o ile o e s o l o ly e se for emerge cy a travel r oses. I ersta t e im orta ce of mo ile o es t ca ot affor to mai tai t is e asis. ri gi g c il re . A oma s mai role i life is to ave a goo family a ea Scores 3.9 e se o a mo t ly 4.1 4.8

Segments Descriptions Who they are? What they use? How they live?

Affluent Techies
Significantly high proportion in SEC A & B. Significantly higher proportion in Karachi. Significantly higher proportions of young age group (18-24 years). 34% of individual have education of Graduate and above. High proportion of self-employed/employed professional & students. Ownership of premium durable is significantly higher than other segments e.g. Mobile phone, car, AC & computers. High intention to buy mobile phones in next 6 months to 1 year. Significantly higher proportion of current users. Significantly high proportions of awareness of GSM, AMPS & TDMA technology

Affluent Techies
Believes GSM is the best technology in mobile phone industry. High proportion of the people who use mobile connection for more than 2 years. High readership of the Jang newspaper. High awareness of Internet. Significantly higher proportions of people who owned email account. Cricket is the most favorite sport followed by Badminton. Comparative to other segments, high club membership. Significantly high average monthly household income (14,346 Rs.). Significantly high average monthly personal income (11,712 Rs.). Highest monthly average expenditure on mobile phone connection (850 Rs.)

Aspirational Followers
Significantly higher proportion in SEC C & D. Significantly lower proportion in Karachi and high in Faisalabad. Significantly higher proportions of young age group (18-24 years). High proportion of Students & Housewives. Significantly high proportion of people have education upto Matric and less. Low durable ownership. High intention to buy durable like Motorcycle & Cable/Satellite dish.

Aspirational Followers
Approx equal distribution between Current/Intending users and Non Intending/Non users. Equal split between aware of mobile phone technology & not aware. Significantly a higher proportion of people who thinks Jazz is the best mobile connection company in Pakistan. Newspaper readerships are significantly low. Low ownership of email account. Low average monthly HHs and Personal income (Rs. 12,221 & Rs. 7,100) Second highest monthly average expenditure on mobile phone connection (800 Rs.)

Economy Seekers
Significantly higher proportions in SEC B & D. Significantly higher proportion in Karachi. Significantly high proportion of young age group (20-25 years) Significantly high proportions of individual who do private jobs. Significantly higher proportions individuals have education at Intermediate level. Low usage of mobile phone service. High intention to buy mobile phone in next 6 months to 1 year.

Economy Seekers
High awareness level of mobile phone technology Relatively new users of mobile phone service. They think that mobile phone should be use in emergency purpose. GEO Viewership is high in this segment. Very much aware to Internet and have email accounts. Second highest monthly average HHs & personal income (12,444 Rs. & 8,393 Rs.) Second lowest monthly average expenditure on mobile phone connection (538 Rs.)

Struggling Traditionalists
Significantly higher proportions of Females. Significantly higher proportions in SEC C & D (83% of data lies in these two SECs). Significantly higher proportion of old age group (36-50 years) High proportion of Housewives. 64% of individuals have education upto Matric or less (excluding Illiterate 9%). Very low durable ownership. Very low intention to buy any durable (included mobile phone service). Significantly higher proportions of non-intending/non users.

Struggling Traditionalists
85% of the respondents dont know any type of mobile phone technology (Significantly high). Significantly higher Viewership of PTV. Low readership of newspaper. Low awareness of Internet. Significantly higher proportion of married individuals Lowest monthly average HHs income (9,386 Rs.) Lowest monthly average personal income (6,234 Rs.) Lowest monthly average expenditure on mobile phone connection (511 Rs.)