Principles of Marketing segmentation

MKT 301
Marketing Plan: Segmentation Guidelines and Rubric
For the Segmentation component of the Marketing Plan, identify and define the market segments you will
target. You are required to identify and describe THREE segments for your product.
The analysis should include:
1. A name for each segment (required). For example, if I were segmenting older consumers for a
pet product, I might have “Empty Nesters” and “Little Old Lady Cat Lovers.”
2. A narrative description of each of the segments. This is typically a paragraph and explains at a
high level the characteristics of the segment (see example).
3. How you are segmenting the groups, including the characteristics of your target segments. Be
VERY specific and use no less than THREE demographic and THREE psychographic variables
for each of your segments. You may also need geographic variables. You may use BULLETS for
this part of the assignment.
4. A summary chart.
5. At your option, you may include other charts and graphs however they are not required.
Click Marketing Plan: Segmentation Example to view a sample of this assignment.
Submit the Marketing Plan: Segmentation to the Assignment box no later than Sunday 11:59 PM
EST/EDT of Module 4. (This linked to Turnitin.)
Criteria A B C D F
Punctuality On time. 10% for each day. 10% for each day. 10% for each day. 10% for each day.
Grammar
One-point deduction
for each error in
APA, grammar,
spelling, or
punctuation.
One-point deduction
for each error in
APA, grammar,
spelling, or
punctuation.
One-point
deduction for each
error in APA,
grammar, spelling,
or punctuation.
One-point
deduction for each
error in APA,
grammar, spelling,
or punctuation.
One-point
deduction for each
error in APA,
grammar, spelling,
or punctuation.
Length
Full points for
meeting the length
requirement.
10-point deduction
for 75%.
30-point deduction
for 50%.
40-point deduction
for 25%.
50-point deduction
for less than 25%.
Content
Full points for fully
meeting the content
requirements.
10-point deduction
for 75%.
20-point deduction
for 50%.
30-point deduction
for 25%.
40 points and up
for missing content
beyond 25% of
what is required.

MKT 301
Marketing Plan: Segmentation Example
NOTE: This example is written for a product called Staycation.com. It is an online vacation planner for
consumers taking their vacations at home. This is a common phenomenon in the current economy.
Childless Couples (Young Adventurers)
The Young Adventurers group is comprised of young adult couples who are mostly just starting out on
their own. Young couples are typically known to endure financial hardships (even without children) for
various reasons. These reasons might include young people being typically employed in entry-level
positions that usually do not pay the going average in their particular career field. On top of this, some
may have bills and debt from various sources such as vehicles and student loans. They may neither
possess the finances nor the large quantity of vacation time from their jobs to take a conventional
vacation.
Demographics for Young Adventurers
Age: 19-25
Relationship status: Living together or Newlyweds
Professional Status: Entry-level work
Children: None
Income Level: Low to Mid-level income
Psychographics for Young Adventurers
Family oriented
Money Conscious (On a Budget)
Adventure Seeking
Tree-Huggers (Environmentally Conscious)
Single Parents (Jugglers)
Jugglers have it pretty rough. They have to balance the time between caring for their loved ones and
providing for them. Throughout the year, Jugglers do not have a lot of time to bond with their children
because they are essentially doing the work of two parents, even though there is only one of them. At the
end of the day, Jugglers can be wound to the limit. Taking the time to connect with members of a Juggler
family can be of great benefit when it comes to avoiding dysfunction. Familial bonding creates memories
that show that there is more to life than the programmed rat-race existence that the Juggler family
members may be used to.
Demographics for Jugglers
Age: 21-35
Relationship status: Divorced or Unmarried
Professional Status: Steadily employed
Children: One or more
Income Level: Low to Mid-level income
Psychographics for Jugglers
Money Conscious (On a Budget)
Overworked (Need to take time to decompress)
Tree-Huggers (Environmentally Conscious)
Dual Parents (Tag-Teamers)
Tag-Teamers do not have it quite as bad as Jugglers, but that doesn’t necessarily mean they have it
easy. Some families may have started out young. That means the kind of work available for the young
parents would typically be blue-collar jobs (low-paying jobs that do not require a college degree or any
specialized training). In other families, only one of the parents may be employed, in which case the other
parent also becomes one more mouth to feed in the family. While juggling the time between caring for
their children and providing for them is not as big an issue in most Tag-Teamer households, it is still
important for family members to socialize and have fun together, especially while children are young.
Demographics for Tag-Teamers
Age: 23-40
Relationship status: Married or Common-law couples
Professional Status: Steadily employed
Children: One or more
Income Level: Mid-level income
Psychographics for Tag-Teamers
Family oriented
Money Conscious (On a Budget)
Overworked (Need to take time to decompress)
Strong sense of responsibility
Traditional values
Probably have extensive family ties
Older Couples (Empty-Nesters)
Of all the target couples, Empty-Nesters probably enjoy the most freedom. This group is composed of
older adults who either never had children, or no longer have children under their care. Given the proper
financial resources, Empty-Nesters can pick up and leave just about any time they like. The only thing
that stands in between Empty-Nesters and a good time is money. A lot of times, getting the kids out of the
house frees up all kinds of finances. However, there are other cases when people really have to milk the
budget. They may have personal financial situations. They might be living off of pension funds, or due to
an inability to work, relying on Social Security, disability, or some other form of supplemental income.
Demographics for Empty-Nesters
Age: 50 and over
Relationship status: Married
Professional Status: Employed, disabled, or retired
Children: Grown and out of the house
Income Level: Low to mid-level income
Psychographics for Empty-Nesters
Money Conscious (On a Budget)
Adventure Seeking
Flexible time
Like to do things with other retirees

Target Demographics and Psychographic Data
Young
Adventurers
Jugglers Tag-Teamers Empty-Nesters
Age: 19-25 21-35 23-40 50 and over
Relationship Status: Living together or
Newlyweds
Divorced or
Unmarried
Married or
Common-law
couples
Married
Professional Status: Entry-level work Steadily
employed
Steadily employed Employed,
disabled, or
retired
Children: None One or more One or more Grown and out of
the house
Income Level: Low to Mid-level
income
Low to Mid-level
income
Mid-level income Mid-level to
upper-middle
income
Psychographic
Areas of Concern
Family oriented Money
Conscious
Family oriented Money
Conscious
Money Conscious Overworked Money Conscious Adventure
Seeking
Adventure Seeking Tree-Huggers Overworked Socially active
Strong sense of
responsibility
Do things in
groups
Tree-Huggers