Assignment: Segmenting the Market, Session # 17.2

Inner-wear Online Subscription Service

Market Segmentation based on below factors:

Geographic

1. Targeted to male customers only in the Indian market
2. Living in Metros & Tier 2 cities

Demographic

1. Male
2. 18 to 35 yrs — can be further divided into following age segments 
   ( please see after points put down for all 4 factors )
3. Middle class & Upper Middle Class
4. Fairly high disposable income
5. Tech savvy individual using smartphones/tablets.

Psychographic

1. Tech-savvy individuals
2. Fashion conscious (takes care of how he looks)
3. Health conscious (takes care of his personal hygiene)-wants to replenish his underwear stock but doesn’t have time.
4. Quality & Price are 2 factors determining his purchasing behaviour
5. Early adapter — Open to trying new things(includes products & services )
6. Not necessarily brand conscious but looks for value in a product or service
7. Looking for convenience at every aspect of life

Behavioural

1. Buying behaviour is flexible
2. Buying behaviour is expected to change as per market trends
3. Buying behaviour can be swayed if convinced in receiving a quality product at a good price
4. Usually delegates the purchase of his essentials to his Mother/wife/girlfriend, even though he wants to do it himself because he doesn’t have the time or does not like the experience.

Please find below broad examples of different consumers identified based on Demographic & Behavioural factors mentioned above :

Age
-18 to 21 — college going male student,studying in city of residence OR studying in another city away from Home.
-22 to 25 — working individual,first full-time job,working in a Metro or tier 2 city away from home town/city,living alone or with flatmates or roommates and look for bargains and conveneince at every purchase.
-25 to 30 — working individual OR early entrepreneur, working in a Metro or tier 2 city/either living in with his partner or already married and living as DINKS ( Dual Income No Kids ),looks for value,quality & convenience in all purchases.
-30 to 35 — senior management OR running own business in a metro or tier 2 city,living with partner and has one child or planning to start a family,looks for value,quality,price & convenience in all purchases

Behavioural
-18 to 21 & 22 to 25 yrs — college going male student,studying in city of residence OR studying in another city away from Home. working individual,first full-time job,working in a Metro or tier 2 city away from home town/city,living alone or with flatmates or roommates.

This male individual has had his innerwear usually purchased by a member of his family until now ( mostly Mother or Sister ) — he has come to terms with the growing need & requirement of additional innerwear as his normal day involves fair amount of activity right from morning to night. If he is studying in a college away from his Hometown or city then he would be living in a hostel or sharing an apartment with some friends or roommates- it would make perfect sense for him to be a subscriber to packs 
(4 pc packs)of his required innerwear(brief, trunks or boxer shorts ) which are delivered to him every six months for a charge of Rs.1299 as it would enable him to:

a) do less laundry,

b) avoid hopping over to a nearby mall or retail shop to purchase innerwear as it bores him,

c) avoid logging on to an online store or app repeatedly (in the span of the same year)and making a selection of innerwear to purchase as he has realised that his old stock has worn out.

Also,this age group would normally select innerwear that has the below elements:
-Bright Solid colours or
-Funky prints (Colourful graphics,superhero prints,cartoon characters etc)

25 to 30 & 30 to 35 — the 25 to 30 yrs would include working individual OR early entrepreneur, working in a Metro or tier 2 city/either living in with his partner or already married and living as DINKS ( Dual Income No Kids ),looks for value,quality & convenience in all purchases.

This individual is now somewhat in charge of his life or just about to taking charge of his life & getting to become more responsible and taking his own decisions.He is clear on his requirements of clothing & would not want to be caught with a stained underwear,underwear that is worn out as it would leave him an embarrassing position. Additionally he already has his fashion sense in place and knows what kind of fit,fabric,design he is looking for. Also,he is short of time and would not want to waste his time to trek to a mall or a shopping outlet to purchase innerwear when the requirement arises. This kind of individual would go in to subscribe to 2 pc packs in his choice of innerwear ( briefs,trunks or boxers ) to be delivered to him every quarter for Rs.799/pack — this way he is able to take care of his personal hygeine and also replinish his stock of innerwear at quicker intervals in the course of the year. His choice of designs would be sober muted colours and prints (simple illustration prints)

Whereas the 30 to 35 years would include senior management OR running own business in a metro or tier 2 city,living with partner and has one child or planning to start a family,looks for value,quality,price & convenience in all purchases- this individual would go in and purchase a yearly subscription pack ( 6 pc pack) as he is looking to solve his problem at one go. He has established himself personally and professionally and has his life and schedule in order and knows what he wants out of the service and the product.His choice of designs in case of briefs and trunks would be basic solid colours in premium fabric( eg: Black / Grey / White ) OR striped or check patterns in case of boxer shorts.