Strategic marketing today requires a careful analysis of its
desired target markets. But comparing my references both old and new, the
motive of marketers before is to identify and study the desired target
market. In the 1970’s the practice and
theory of PRIZM is already practiced as a way to analyze the market with
academic and logical reference. To give
details about the PRIZM program, the company must identify ZIP codes of
possible target markets for PR and Advertising.
ZIP Code marketing is very famous before the age of internet where
companies are relying their marketing communications through actual paper
mailing. On the contrary, if we compare
the scenario before and today we can conclude that the motives are the same but
the strategy and tools are changing in a rapid manner. As of today for example, the marketing
segregation and segmentation is using the VALS Segmentation System to allow the
company to segment their desired market.
The VALS system is being classified into eight parts with two basic
units. VALS Segmentation System will
collect the Strategic Business Insights (SBI) directly from the consumer.
BASIC STRUCTURE OF VALS:
Unit 1: Higher Resources
1 Innovators
2 Thinkers
3 Achievers
4 Experiencers
Unit 2 Lower Resources
5 Believers
6 Strivers
7 Makers
8 Survivors
Another VALS system created by the Japanese is also widely
used as an evaluator for market segmentation.
But as for this blog, I would like to impart the classic usage of VALS
in market segmentation.
Ideals:
Ideals are the thinkers and the believers of your product
offering. Thinker on the other hand is
being classified as the innovator buyer who will think vividly before buying in
order to analyze the significance of the product purchased. Believers on the other hand are classified as
another ideal consumers because of the idea that believers will still buy the
given product in a much longer period of time.
Achievement:
Achievers are consumers being defined as the goal-oriented
people. Once the achievers will finish their
task then maybe the need of buying your product as a commodity will become
extinct. The strivers on the other hand are
considered as the lower resource buyers due to the fact that they are only
buying because of their trendy concepts in actual situation.
Self-Expression:
The first group being considered as a part of
self-expression is the experiencers segment of consumers. This segment of consumers is only after of
testing the product for evaluation and comments. Further positive experience will allow the experience
to buy more of the product. Makers on
the other hand are the group of consumers that are self-sufficient and are
satisfied of less expensive materials.
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