Assignment 5.2 – Segmentation

Nhóm 1 – An, Giang, Tường Vy

About Microsoft Lumia

Empower people to

achieve more

Enhance productivity

Brand positioning

Discrimination

Brand portfolio (Vietnam)

Some messages to communicate

_ “Lumia - right

choice for business”

_ Work smart, save

time

It’s not about

working more, it’s

about working smart

_ Do great thing

_ #Achievemore

_ Explore how

Microsoft can help

you achieve more

Microsoft Lumia is a very new smart phone brand and has many technology innovations which help

working more conveniently and bring comfortability to human life. At very first stage on brand love

curve, Microsoft Lumia should concentrate on communicating these competitive“functional benefits”.

WORK YOUR WAY

Loaded with all the power you need,

the Microsoft Lumia 640 Dual SIM

comes with built-in Office 365 and

OneNote, so that you can enjoy life

and work anywhere.

EVERYTHING YOU EVER WANTED,

SAFE AND SOUND

Stop worrying about carrying and

accessing the things you love. Keep all

your data safe by backing them up to

OneDrive where you get 1 TB of free

storage. Also, share them with anyone,

anywhere, anytime. So be it office or

the moments you want to cherish,

everything shall be safe. (https://www.microsoft.com/)

About Microsoft Lumia 640/640XL

Microsoft Lumia 640

• 8GB Mass memory: MicroSD, 128GB

• 8.0MP Main Camera: LED Flash,

Auto focus

• 5” Display: HD720 (1280x720),

ClearBlack, IPS LCD

• Price: 3.690.000 VND

Microsoft Lumia 640XL

• 8GB Mass memory: MicroSD, 128GB

• 13.0MP Main Camera: LED Flash,

Auto focus

• 5.7” Display: HD720 (1280x720),

ClearBlack, IPS LCD

• Price: 4.590.000 VND

DO MORE OF WHAT YOU LOVE

Stay connected with Skype, work

from anywhere with Office, and

keep track of your ideas with

OneNote. Balancing work and

play is easy when everything you

need is on your phone. Get a

Microsoft Lumia 640 XL Dual SIM

and use Microsoft services to

achieve more. (https://www.microsoft.com/)

Some typical

attributes of 2

variants:

1. Middle-low price

2. Good technology

for convenient

working

3. Excellent Camera

4. Beautiful design

Who can become target?

1. Firstly, considering about price, information in slide 27 reveals that only 3 segments are relevant with the price

of Microsoft Lumia 640/640XL: OPTIMUM SEEKER, WANNA BE & TECH MANIA (Group A)

Meanwhile, “average prices paid for Phone” of other 3 segments: BASIC SEEKER, CLOSED BUDGET and

DURABILITY SEEKER (Group B) are too low (<3 mil VND) in comparison with price of Lumia 640/640XL. Most of

Group B have low budget (slide 13), don’t know much about technology (slide 13) and use multimedia phones

(slide 27) because they just need some basic functions. So we cross-out Group B.

2. Among Group A, Segment WANNA BE “want to be in high status” and “use phone as a tool to express

themselves (Slide 17). Moreover, coming back to slide 27, it is clear that most WANNA BE spend money for above-

10-million-VND smart phone (29%), only 13% of WANNA BE buy smart phone which has a price lower than 5 million

VND. To summarize, WANNA BE tent to buy expensive smart phones to show their high status.

However, Microsoft Lumia 640/640XL can not be positioned as a premium brand to express high status. In

conclusions, it seems that WANNA BE is not relevant with Microsoft Lumia 640/640XL.

3. Among 2 remain segments of group A, considering about drivers to use smart phones to find out which

segment is the most relevant with Lumia 640/640XL, it is stated on slide 7, TECH MANIA are driven by new

technology while OPTIMUM SEEKER are driven by something makes their life comfortable. It is clear that Microsoft

Lumia 640/640XL, which don’t have very much technology innovations and can help life-working easier, is relevant

with the need of OPTIMUM SEEKER (Additionally, Microsoft Lumia can solve OPTIMUM SEEKER’s need with

discrimination “enhance productivity” to help them have a comfortable life).

Besides, the size of TECH MANIA is two low (just only 8%), while the size of OPTIMUM SEEKER is the highest (25%)

which becomes a very potential market.

In the nutshell, we can see that Microsoft Lumia 640/640XL should choose OPTIMUM SEEKER as their target

consumers.

OPTIMUM SEEKER

How to target?

Target

consumers

Need I want a feeling of being served by technological advancement and enjoy the

way it improves my life experience

Emphasize Microsoft Lumia 640/640XL’s technological advancement can do better for them

(serve their burning needs to the optimum) rather than the technology itself along with

an eye-catching design.

How to

communicate

to them

Balance your life Proposition

Message “Work-life balance” is key to comfortable life

With technology of Microsoft Lumia 640/640XL, we want to enhance your productivity in work

so that you can have more free time for enjoying life.

Thank you