Psychographic Segmentation By Shamayel Afzal Khan

Psychographic Profile:
Health and Fitness Conscious
Needs:
To maintain suitable weight with respect to Body Mass Index in order to stay healthy
and fit. For this purpose the people who belong to this profile need to be physically
and mentally fit.
Beliefs:

Health and fitness is important for a safe and healthy life.

A sound mind needs a sound body.
Health and fitness can be maintained:
- Through having appropriate weight that can be achieved via healthy diet or
-

diet control to opt for weight reduction.

Through physical exertion including

indoor/outdoor for weight reduction.

Through medical solution such as medicines or surgery to reduce weight.

running,

jogging,

exercise

Attitudes:

Prefer Physical Excretion over Diet Control.

Prefer Diet Control over Physical Excretion.
Prefer Medical Solutions over the former and latter.
Prefer branded low fat, high quality, hygienic, medicated and anti-bacterial
products.

Values:

Using a viable solution that is safe, affordable and convenient and effective to
maintain health and fitness lifestyle.

Emotions:

Feels satisfied when decides to select a way that supports the maintenance of
personal health and fitness and as well as of family, friends or society in
general.

Feels dissatisfied when something is deterring to maintenance of health and

fitness.

Psychographic Depiction:
Target Market:

Among all the psychographic segments of psychographic profiles, our target

market will be those who prefer physical exertion i.e. runners/joggers to

maintain health and fitness.

For our target market, we have selected attitude based segmentation that
includes those who prefer physical exertion to maintain health and fitness and
among them our target will be Runners/Joggers.

Positioning Strategy:
Positioning Statement:
Your health and fitness Companion.
We will position our product as health and fitness companion in the minds of
the minds of target market through effective advertisement campaign that will
highlight its benefits. We want to position our product as a need based solution
having at an affordable price that justifies the benefits provided by the product.
Marketing Strategy:
Product:

For our target market,Runners / Joggers we are offering Talking

Stopwatch that will have the following benefits:
- It has forward countdown mode which will enable the runners and joggers
to run freely and measure time in which they can complete a mile (1.6
-

KM).
It has reverse countdown mode which will enable the runners and joggers
to set a specific time for running and they can complete a mile within the

specific time limit (1.6 KM).

Automatic Talking feature that will tell time passed or left after every 30
seconds; it will assist and motivate the runner/joggers to complete a mile
within a specific time or will inform them their progress in general.

Price:

For our product, we have used psychological pricing and have set the price
Rs. 499 that is neither too low nor too high. It is basically to attract people
towards the product by focusing on core features and benefits provided by the
product.

Place:

Our product will be placed in every sports shop, pharmacies/medical stores

jogging tracks and on online shopping websites.

Promotion:

Our product will be promoted through television and radio advertisements, as

well as print and electronic media such as newspapers, magazine and online
websites including social media advertising such as Facebook and Twitter and
online shopping malls, as well as pamphlets advertising from door to door to
sports shops.

Advertisement Strategy:
We will launch a TVC advertisement that will target our target consumer, in the
advertisement the positing statement Your health and fitness companion will be
highlighted to position the product in the minds of the potential consumers with
all the benefits of product explain and how it will help them to main health and
fitness.
Radio advertisement will include voice advertisements same as TVC.
Pamphlet/ Flyers will be distributed door to door and in sports shops, medical
stores, racing/ jogging tracks. The same pamphlet and flyers content will be used
for advertising on social media such as Facebook and Twitter.