To: Anne Marie Webb-Hughes, Tessa Jordan
From: Tefy Zecha Perez -A00856289 Set E
Date: Tuesday October 9th 2012
Re: Segmentation mini project 1 for Marketing 1102 and Communications 1100
Here is my mini –project 1 on marketing segmentation.
Which segment you believe you would fall into and why?
After reading the shift report I believe I fall into the “Global Vocalist” segment. According to the
Conscientious Innovation’s shift report 34% of 5,000 North Americans belong to the “Global Vocalist”
segment. In North America, this is the biggest segment followed by the “Casual Spectator” with 28%
which shows that sustainability is becoming a growing concern among consumers.
Individuals that belong to the “Global Vocalist” segment are greatly concerned about social and
environmental factors, which is something that identifies me. I care about reducing pollution,
implementing recycling, contributing to stop global warming, and the many issues we are facing as
producers and consumers. I believe social and interpersonal relationships such as having friends,
belonging to a community, and interrelating with family are an important part of life and play a big role
on a person’s well-being. I take the time to do my best to contribute in making the Earth a better,
greener, and healthier place. I am also confident and have great expectations about the future.
My greatest environmental interest
In regards to the environment, I am most interested in recycling. I believe recycling brings many great
benefits to society and that every person should take the time to separate their waste and dispose of it in
an environmentally conscious way. In Guatemala, where I am originally from, we do not have such
amazing recycling programs as Canada does. This is the reason why I believe every Canadian should
take advantage of them by recycling.
I live in the city of Surrey. Here, a new waste program is being implemented and I find it very
motivating and beneficial. New garbage cans and methods to separate waste are being implemented
which I believe will be a great advance and benefit to our society.
We can all contribute
My place in making the Earth a greener and better place is very important. I believe that every one of us
can contribute greatly by putting forth our best effort to reduce contamination, by implement recycling,
and by using environmentally friendly products. It should be our responsibility to engage in
environmentally friendly routine activities such as always flattening the cardboard boxes we use, not
throwing garbage on the streets, saving energy, washing large loads of dishes instead of one dish at a
time, and rinsing cans and containers before putting them in garbage bins.
I was not environmentally conscious when I was younger, but throughout the years my father taught me
to be conscious and care about the environment. Since I was around eleven years old I have been
involved in volunteering to clean the streets and recreational parks in Guatemala and I would love to be
part of a program like this in Canada.
Also, when I was younger I never really had the chance to decide which products to buy. Now that I am
older and have a job I usually decide the products I buy, and since I care about the environment I will
most likely use and buy eco-friendly products.
What use would marketers have for this type of information?
If you were a marketer and you had no idea what your potential markets’ interests and needs are it
would be much more difficult to create an innovative and attention-grabbing product or idea.
Marketers can benefit from such information by specifically targeting customers based on their
predominant characteristics. They can use information about their customer segments in order to satisfy
customers’ needs and wants and aim at customers’ interests. If a marketer knows that his target market is
made up of “Vocal Globalists”, he can use marketing strategies and strategic planning that appeal to
nature friendly consumers to reach them.
For example, if a marketer has the option to choose between two companies’ packaging for a new
product, he can take advantage of knowing that his target market is most likely going to buy his product
if the packaging is biodegradable or environmentally green. This would result in the marketer choosing
the most eco-friendly package.
Target Market focus
Marketers need to focus on a specific target market to gain loyal lifelong customers and ensure customer
satisfaction is met. Environmentally friendly ad campaigns, labeling, product design, and eco-friendly
packaging will be a great way to promote products and attract a larger target market.
Marketers can attract customer segments by appealing to what customers believe in and implementing
products that will satisfy and match customer’s views and necessities. Marketers that know their present
and potential customers in depth are in great advantage to those marketers who do not. Any information
known about customers should be used to the marketer’s benefit by providing the best match to
customers desired product, price, place, and promotion.
Marketers need to focus on making their products, ideas, and marketing strategies environmentally
green in order to attract and preserve an environmentally green market. If sustainability is a very
important aspect of our customer’s life, then we should try and make new products as ecological as
possible.
Building life- long customer relationships
Getting to know the marketer’s relationship with his or her market, made up of organizations or people,
potentially brings great benefits to a marketer’s strategy by elevating their sales and demand of a new or
developing product, growing their target market, bringing original business and positive change, and
building loyal life-long relationships with customers.