STP Marketing Plan
Part A
Market segmentation is one of the most significant approaches to marketing. The total market of the product is observed as being made up of several smaller segments, each different from the other (Kantar World panel ComTech, 2016). Moreover, the approach enables the business to find the most corresponding segments to which they target the products and marketing efforts (Jurevicius, 2013). In order to divide the market into demographic segmentation, it is necessary to take into account the personal characteristics such as age, job position, race and income level. The segmentation or Microsoft include three potential groups of people such as workaholics, designers and tech savvy.
First of all, the workaholics segment or the company will be observed. The group includes: the customers with high income, people with office related jobs as well as with high position in the society. Moreover, the workaholic group include consumers with university diploma, who are between about 30-50 years old. The Psychographic segmentation is based on the appropriate traits, attitudes, interests and the lifestyle of potential customer group. The psychographic segmentation of workaholics should be based on the lifestyle that resolves highly around work and projects. As to the class, it refers to middle-class and sometimes act nearer to high-class. The personality of a potential consumer is described as a hardworking and independent with a leadership type. The benefit of Microsoft product segmentation is based on the perceived value and advantage consumers receive from a high-quality service (Dignan, 2013). The people from the workaholics group are usually interested in lifelong learning, being time-efficient, organized, neat, honest and directs as well as self-direct with straight to the point. The company accompanies services to different groups on the basis of product-benefit performance (Satell, 2013). The behavioral segmentation identifies a potential consumer from a workaholics group as a person, who often use a mobile telephone, being loyal to one brand, because they would not like to have inconveniences, moving from one brand to another.
The second group is designers whose specialization is photography, graphic design and other corresponding types of work. The potential consumer in the group is described as a person who often of inconsistent income, enrolled in some type of art school and between 20-40 years old. Being creative, innovative and artistic, a consumer would prefer to live and experience everything new. They are interested in colors, design, style, enjoying meeting new people and everything what they do. The behavioral segmentation is expressed through occasional usage. Designers usually would like to have a mobile phone which can provide control in creation of art, quality and design as well as they prefer long battery lie and high pixel in order to change and observe the works of art.
The third group is tech savvy people, whose income is usually moderately high. The occupation of potential consumers in the group is often geeky and related to computers. Teenagers and young adults are the main segment of the group. These people are from the middle-class and …
