November 6, 2020

Name: Charmine B. Albao Subject: B.M. 201 (Business Marketing)

Course, Year & Section: BSHM 2-B Instructor: Dr. Jonathan M. Bisnar

Module 2 Lesson 1

Initiating the Marketing Process

IV. Learning Assessment

Answer the following questions:

1) How do you understand market segment and its purpose?

Market segment is a group of people who share one or more common

characteristics, lumped together for marketing purposes. Each market segment is unique,
and marketers use various criteria to create a target market for their product or service.
The purpose of market segment is to provide useful information about prospective
customers to guide these decisions and to ensure that marketing activities are more buyer
focused. It also generate higher sales volumes by making a specific group of people believe
you are the best one to satisfy a need they have. Trying to sell to everyone does not allow
you to advertise a unique selling benefit, making it more difficult to compete with other
businesses that do.

2) Give 3 segments on your target product development and why you consider this
group of demographics?

The 3 segment on my target product development are:

Clothing lines
I consider this group of demographics for example, many famous fashion designers have
different collections to target other age groups they aim certain clothing lines at specific
ranges, such as chic fashion line.

Make-up
I consider this group of demographics because, men and women generally have different
likes and dislikes, needs and wants, and thought and processes. For instance, few men
apply makeup and most women don’t wear boxers.

Coca-cola
I consider this group of demographics because it advertises globally, but localize its
campaigns for every country. The messages are entirely different based on local customs,
religions, nationality, etc.

3) What segment in marketing you think to have more efficacy on your planned
product launch?

Demographic Segments in marketing I think to have more efficacy on my planned

product launch, because it divides the market into smaller categories based on
demographic factors, such as age, gender, and income. Dividing the market into
smaller segments, each with common variable, allows companies to use their time
and resources more efficiently.
 V. Enrichment Activities/Outputs

On the last part of this module, there is single case study for you to answer in
accordance to your understanding. Kindly answer the given question next to it.
Case Study:
1. Victoria Court Drive-in Hotel and Restaurant is a chain of full-service motels
catering mostly to the upper income market segment. The traditional market for
drive-in-hotels and motels are lovers who avail of one out of the many specially
designed “theme” rooms (Japanese room, jungle room, oval office room, game room
etc.) for three hours (now called wash-up time). In the early 1990s, Victoria Court
embarked on an aggressive campaign to attract two additional segments of the
market: the husband and wife market and the party market. Their mission was to
slowly transform their image by communicating to the public that their drive-in hotels
could be used predominantly for legitimate purposes such as for resting, or for group
social occasions. They have also acquired Hotel La Corona affiliated with the Best
Western international Hotel group.

A) Identify the needs and wants of each of three market segments targeted by
Victoria Court.

To the first market segment the needs and wants of couples to have this motel or
resting place. First the needs of couples to have a privacy. Second the wants of couples to
have comfortability. Third to have a place having their private things. Fourth the beautiful
ambiance because to the theme rooms. Lastly, a place where they can rest privately. The
Victoria Court Hotel plan to add a segment as their customer. And it is to attract the
segment of husband and wife, and the segment of party market. The needs of husband and
wife is the same as the needs and wants of the couples to the motel. But different as a
couple and married couple they usually have their own house. So the needs of married
couples lessen than to the need of couple to the motel. The need of party market segment
to the motel first major need of the party segment to the motel is the place where they
can do their special gatherings or occasions. The three market segments which are
targeted by the Victoria Court Group, are drive-in hotel and restaurant, the husband and
wife, and the party market. In addition, Victoria Court Group targets the needs and wants
of every market segment. These needs and wants are summarized as follows:

Drive-in Hotel and Restaurant

Quality employees
Standardization of equipment’s/materials
Well accommodation
Special food and beverages
Entertainment
Comfortable atmosphere
Quality service
The Husband and Wife
Comfortable place
Well-organized rooms
Clandestine romance or well-groom bed for good resting
Extreme privacy: private conversation/ moments
Pleasant and clean comforters, bed sheets, etc.
 Convenient rooms or suites for spare time
Special foods and beverages
Entertainment
Quality service

The party market

Well accommodation
Comfortable place/atmosphere
Complete facilities
Quality and prompt service
Special foods and beverages
Entertainment
Quality service
Well-organized materials

B) Who are their main competitors for each market segment?

The main competitors for each market segment are:

Drive –in Hotel and Restaurant

Famous Hotels and Restaurants Establishments (5 Star Hotel, International)
Malls
Stable Business Establishments nearby
Location of Victoria Court Group
High income market- the main competitors would have to be five star hotel that
are well known and are located near the area
Husband and wife market- the main competitors would have to be any hotel ranking
3-5 stars that are provides similar services
Party market- the main competitors would be bars and resorts that people go to
have a party.

C) Given the traditional image of motels, do you agree with the segmentation
strategy utilized by the Victoria Court group? Why or Why not?

Yes, I agree with the segmentation strategy utilized by the Victoria Court group
because the image of Victoria Group before are only for a “lovers”, nowadays the
people are looking for another types of rooms, that more convenient, more relaxing,
more fun and exceptional theme. Thus, it utilized other market segment that would
be accessible to the public, the husband and wife market and party market, their
goal is to transform the image of Victoria Court Group from bad image unto good
drive-in hotel. At present, many goers of the Victoria Court Group enjoying their
service, not just by the lovers or traditional market but also the party goers and a
family gatherings.
In another sheet of paper, create your personalized product line and identify what
segment in the market you targeted perfectly suited for your particular product.
QueenHarry’s HandBags
Feature of Product: Classy, trendy, light weight, wide range, easy to carry, easy to
clean, good quality, various colors, pockets and closures.
I will use the demographic segmentation that contains the segment by family, age,
location, income, gender, and ethnicity that perfectly suited for my particular
product which is Handbags.
QueenHarry’s HandBags is a new brand which will provide different variety of
handbags to their customers. We will offer such products that will give self-
confidence to women and will give an elegant, classy and fabulous look. The handbags
which we will set it will not provide customers good look but also ease and comfort
too.
Segment by age
Age is the most basic variable of them all and most important because it is
consumer preferences continually change. Mostly adolescents, adults and middle age
are interested in a handbags.
Segment by income
Income is an obvious way to segment the market. If you’re marketing luxury goods or
services you target a market segment with more disposable income.
Segment by gender
Men and women generally have different likes, dislikes, needs and thought
processes. For instance, few women carry a handbag that perfectly look good.
For the 4ps marketing mix
Product- the handbags contains different designs and varieties like pax, pucker,etc.
Place- it will place in local market and local boutiques.
Price- it depends on design and variety, but we will surely it’s affordable.
Promotion- like discounts, advertisement on a magazine, newspaper and pamphlets.
Needs and Wants of a new product:

To increase in tourism and travelling

To increase in the number of women entering the workforce
To rising fashion consciousness
The consumers generating demand for aspirational foreign brands
The consumers endeavor to buy the best brands that they can afford.
Handbags are becoming fashion statement and lifestyle product.