|
Product Development & Marketing Laboratory 5 (Market Segmentation ; Targeting and Positioning) |
| Name of Product / Service : Courier Service |
| Name of Market Planner: Lee Chi Kit Bryan |
| Types of Segmentation |
Product |
Price | Place | Promotion |
| Age Segmentation
(20-40) |
Courier Service (Gifts purchasing ; Urgency delivery) | $30 to $50 per call (exclude price of product) | Office or Outdoor Service | Web Site Promotion; Facsimile Promotion |
| Income
Segmentation
($10,000 to $30,000) |
Payment Service (Government; Banking & Telecommunication) | $10 to $ 30 per call | Office ; Estate | Handbills Promotion ; Phone Promotion ; Magazine Promotion |
| Education
Segmentation
(Secondary School Graduates) |
Product Design (Card ; Flower Design) | $250 to $ 600 for gifts | Shopping Mall ; Office District | Poster Promotion; Street Promotion; Handbills Promotion |
| Benefit
Segmentation
(Base on Quality; Speed) |
On-Time Delivery; Care-In Delivery | Low price for payment service | Company Cashier; Government Cashier | Poster Promotion; Street Promotion; Handbills Promotion |
| Usage Rate
Segmentation
( Medium Level) |
Monthly Bill Payment | $10 for 3 days before | Office; Estate | High-Frequency Discount; Membership Price Promotion |
| Occasion
Segmentation
(Regular Occasion) |
Festival Reminding & Gifts Delivery | Free Charge for Reminding | Office; Telephone Service | Web Site Promotion; Facsimile Promotion; Phone Promotion ; Magazine Promotion |