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Segmentation and Sony
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Segmentation and Sony
Segmentation and Sony
Which Segment to Target?
Sony Case Applied to Chapters
Chapter One
Chapter Five Cont.
Concluding Thoughts
Demographics
Role Theory
Self- Concept Attachment
Need for Achievement
Need for Affiliation
Need for Power
Need for Uniqueness
Chapter Five
Impression Management
Looking-glass self
The process of imagining others’ reactions
“Taking the role of the other”
Extended Self
Chapter Six
Questions to think about:
Which characteristics of the consumer segment correspond well with the brand?
Is the segment profitable?
(use data to support your arguments)
How should Sony best target this segment?
Also consider the cultural context in China!
Brand Personality
80/20 Rule
Product specific profile
General lifestyle segmentation
VALS2 incorporated into CLUES Segment
Outline for Presentation
Class Activity: Understand Your Consumer
1. Segmentation
2. Role Play Group Activity
3. Case Presentation
4. Targeting Group Activity
5. Closing
Task:
-Split up into six groups
-Create a personality for the assigned group segment
-Who are they? Job interests? Lifestyle?
-Which marketing channel best suits their needs?
Our Opinion
Fashion Oriented
Class Activity
- Focus on style and image -> Sony Vaio is a statement computer
- 92% plan to purchase a laptop within next 12 months
- Only 7% consider Sony as their preferred brand
- Difficult to compete with Apple
You’re the product management team of Sony Corporation Hong Kong and have to convince the senior manager which CLUES segment Sony VAIO should target.
Our Opinion
Family Users
Sony VAIO Laptop
Case Recap
1. Make your choice, find arguments to
support it -> 10 min.
2. Briefly present your results
- Large scale study of the Chinese laptop consumer
- Interview with Chinese laptop consumers
- The Six Project Compass segmentation study
- The CLUE segmentation study
- Largest segment
- Design is very important -> fits VAIO’s brand image
- 12% rank Sony as their top brand
- Market Sony VAIO as a “family computer”
-> family and close networks are very important in Chinese
culture
- Only 38% plan to purchase a laptop within next 12 months
Demographics for Laptop Users in China
Market Share for Computer Sales in China
Computer
Penetration in China
•50% of the population owns a laptop
•74% of the population owns a desktop