Psychographic Segmentation By Shamayel Afzal Khan

Psychographic Profile:

Health and Fitness Conscious

Needs:

To maintain suitable weight with respect to Body Mass Index in order to stay healthy

and fit. For this purpose the people who belong to this profile need to be physically

and mentally fit.

Beliefs:

Health and fitness is important for a safe and healthy life.

A sound mind needs a sound body.

Health and fitness can be maintained:

- Through having appropriate weight that can be achieved via healthy diet or

diet control to opt for weight reduction.

- Through physical exertion including running, jogging, exercise

indoor/outdoor for weight reduction.

- Through medical solution such as medicines or surgery to reduce weight.

Attitudes:

Prefer Physical Excretion over Diet Control.

Prefer Diet Control over Physical Excretion.

Prefer Medical Solutions over the former and latter.

Prefer branded low fat, high quality, hygienic, medicated and anti-bacterial

products.

Values:

Using a viable solution that is safe, affordable and convenient and effective to

maintain health and fitness lifestyle.

Emotions:

Feels satisfied when decides to select a way that supports the maintenance of

personal health and fitness and as well as of family, friends or society in

general.

Feels dissatisfied when something is deterring to maintenance of health and

fitness.

Psychographic Depiction:

Target Market:

Among all the psychographic segments of psychographic profiles, our target

market will be those who prefer physical exertion i.e. “runners/joggers” to

maintain health and fitness.

For our target market, we have selected attitude based segmentation that

includes those who prefer physical exertion to maintain health and fitness and

among them our target will be “Runners/Joggers”.

Positioning Strategy:

Positioning Statement:

“Your health and fitness Companion”.

We will position our product as “health and fitness companion” in the minds of

the minds of target market through effective advertisement campaign that will

highlight its benefits. We want to position our product as a need based solution

having at an affordable price that justifies the benefits provided by the product.

Marketing Strategy:

Product:

For our target market,“Runners / Joggers” we are offering “Talking

Stopwatch” that will have the following benefits:

- It has forward countdown mode which will enable the runners and joggers

to run freely and measure time in which they can complete a mile (1.6

KM).

- It has reverse countdown mode which will enable the runners and joggers

to set a specific time for running and they can complete a mile within the

specific time limit (1.6 KM).

- Automatic Talking feature that will tell time passed or left after every 30

seconds; it will assist and motivate the runner/joggers to complete a mile

within a specific time or will inform them their progress in general.

Price:

For our product, we have used psychological pricing and have set the price

“Rs. 499” that is neither too low nor too high. It is basically to attract people

towards the product by focusing on core features and benefits provided by the

product.

Place:

Our product will be placed in every sports shop, pharmacies/medical stores

jogging tracks and on online shopping websites.

Promotion:

Our product will be promoted through television and radio advertisements, as

well as print and electronic media such as newspapers, magazine and online

websites including social media advertising such as Facebook and Twitter and

online shopping malls, as well as pamphlets advertising from door to door to

sports shops.

Advertisement Strategy:

We will launch a TVC advertisement that will target our target consumer, in the

advertisement the positing statement “Your health and fitness companion” will be

highlighted to position the product in the minds of the potential consumers with

all the benefits of product explain and how it will help them to main health and

fitness.

Radio advertisement will include voice advertisements same as TVC.

Pamphlet/ Flyers will be distributed door to door and in sports shops, medical

stores, racing/ jogging tracks. The same pamphlet and flyers content will be used

for advertising on social media such as Facebook and Twitter.