Case : group name

CASE 1:

• Segment: House-wives

Geographic Segmentation:

• Rural: Mekong Delta, Red River Delta, Southwest area
• Urban: big cities such as HCMC, Hanoi, Hai Phong, etc

Demographic Segmentation:

• Age: 18 - 60
• Gender: Female
• Income: Middle to High income
• Occupation: Farmers, fishermen, etc.
• Household size: above 2 people
• Marital status: married

• Social class: vary from low to high classes
• Lifestyle: busy, care about family, sacrifice for others
• Personal traits: outgoing, open-minded, simple, careful, neat, clean

Behavioral Segmentation:

• User status: potential users, regular users
• Benefit sought:
• Prefer cheap, reasonable or bargained price
• Love promotions (discounts, freebies…)
• Demanding of super clean product
• Need products which can save their time

• Urban: Ho Chi Minh, Ha Noi, Da Nang, etc (big cities)

Demographic Segmentation:

• Age: 18 - 55.
• Gender: Female
• Income: Middle or high income.
• Occupation: full-time/part-time job, blue collar workers, etc.
• Household size: alone, family.
• Marital status: single or married.

• Social class: middle and upper class
• Lifestyle: Busy, concern about environment and health safety
• Personality traits: love social media network (Facebook, Youtube), watch TV (especially Hong Kong dramas and comedy)

Behavioral Segmentation: Benefit sought

• Prefer high-quality product with bargained price
• Buy products with large sizes for a month.
• Spend much time on social media for working and entertainment
• Use e-commerce platforms to buy products due to its convenience and cheapness

Target Audience

• Mainly focus on the middle and high income market segment
• It is obviously that the brand’s target is households living at western countryside
• WHY? Aba know the main market shares of the big brands are urban areas (Unilever 65% and P&G 23%), Aba cannot compete with these famous brands, so they decided to focus on competitor’s “loophole” that is rural areas
• The customers who buy the products are housewives, family caregivers and officers

• Buyers who like “cheaper price but high quality product”. Aba gave discount vouchers and promoting programs to satisfy them
• It can easy to see that all the TVCs of Aba show the life at western countryside. And the feature of people at this place very genuine, “rough but real”. This is insight of all their TV commercials. Ex: “Cưới gấp”, “Lì xì tết”...
• With controversial video contents, Aba succeed in enticing customers from others brands to try and buy Aba detergent