How Would You Segment the Market

The New Case

1. How would you segment the market?

Segmentation is based on both age and household type.

• <15 year olds with a population size of 60,253,375

• 15-34 year olds. These people are slightly more educated than average and they cover approximately 51M of the US population. The average household income of these people in 1999 were approximately $32,047

• 35-52 year olds. These people are average in both income and level of education and approximately 79M of the US population. The average household income of these people in 1999 were approximately $53, 477

• 52+, baby boomers. The average household income of these people in 1999 were approximately $56, 300

• I have also segmented by household type, with Married Couple covering 54,593,232, Single Parent 12,900,103, and Non Family Household 23,969,897

2. Who would you target? Why them?

My target market would be the Gen-X (15-34 year olds) because-

• They value novelty and uniqueness and brand loyalty retention throughout life

• Consistent with the current market strategy of “Drivers Wanted”

• Easily impressionable

• Opportunity to develop brand loyalty which would lead to future VW purchases

• The New Beetle image profile is a great fit for this demographic

• Gen-X people strives to be fun and different and Beetle would help them do that

• Enjoys being the center of attention and would greatly enjoy the counter culture style

• Appreciate the reliable German Engineering at an affordable price

Although targeting the baby boomers (52+ year olds) has

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