In order to reach our service to the right customer, we have chosen Demographic as our target market segment such as age, income and occupation. By using this segmentation, it could easily help us to find the logical way to classify consumers. According to the result shown in Figure 1 that has been attached in appendices, most of the internet user’s age in Malaysia is between 15 and 44. In Figure 1, we can see that the majority internet users 38% are from age 15 to 24, second rank is 25 to 34 years old at 26%, and followed by 35 to 44 years old at 23%, 45 to 54 years old at 9% and lastly age 55 above at 5%. The age of 15 to 44 users are aggressively active in shopping, playing games and doing network socializing. We will target them as our main users because UniFi has the highest speed in Malaysia which could help them access virtual shops on-line around the world through real time video and chat. Age is closely related to income segment. For example, for age 15 to 20 users, some of them may face service fees problem because they are still a student. In order to reach the maximum of the users who would like to enjoy the highest speed internet service, we have set 3 prices which are RM 249/per month (VIP 20), RM 199/per month (VIP 10), and RM 149/per month (VIP 5) to segment our target market. Finally, the one who works need instant message or get latest information from internet tends to be higher offer than who does not need. As UniFi offered the fastest and smooth speed in Malaysia, they can just simply choose the UniFi according to their work needs. -
We have chosen Demographic to divide the market into separate segment on the basis of common or shared needs or characteristic that is relevant to the service. Such as age, income and occupation. For example, we use age and occupation to identify their interest and then we provide service based on their interest. While income, we use it to identify their purchase level and hence come out with...
Please join StudyMode to read the full document