Esperanza, Ricelle Justine L.

October 17, 2019

11913681

ASSIGNMENT

Market Segmentation
Brand: Klean Kanteen Insulated Classic

Behavioral Geographic Demographic Psychographic

Needs: Self-esteem,
self-actualization (being
able to fulfill environmental
advocacies)
Benefits sought:
convenience, single-
use plastic alternative,
functionality and safety
Thoughts: interested in
environmentally-
conscious products,
physically active
Usage: heavy usage
(can be used 5-7 days
a week)
Purchase Attitude: has
positive perception of
the brand and attuned
to its advocacies
Region: National Income: Upper-middle Personality: outgoing,
Capital Region class income bracket athletic, family-oriented
City: Metro Manila, Gender: All (Male, Attitude: proactive,
Urban Female, LGBTQIA+) driven for change,
motivated
Country: Philippines Age: 18-24 (Millennials,
young adults) Interest: health, fitness,
Size: 619.6 km² aesthetics, eco-friendly
Status: Single
Population: 12.88 Lifestyle: physically
million (as of 2015) Education: Senior high active
school students to fresh
Reference:
college graduates Self-image: healthy,
Philippine National Statistics. principled, conscious
https://psa.gov.ph/content/population-
Ethnicity: Filipinos
national-capital-region-based-2015-
census-population-0
Values: health-
Social Class: Upper- consciousness,
middle class environmental
awareness

Brand familiarity:
prefers leading
stainless steel water
container brands

Loyalty status: willing to

purchase, even
additional accessories
to customize, ready to
buy
Product Positioning
HIGH PRICE

• Camelbak eddy + • Hydro Flask

water bottle Standard Mouth

• Nalgene wide • Klean Kanteen

mouth bottle Insulated Classic

PLASTIC
MATERIAL
• S’well vacuum STAINLESS STEEL
MATERIAL
insulated

• Thermos vacuum
• Lock ‘n lock flask
sports water
bottle

• Gatorade
squeeze
bottle
LOW PRICE