Impetus_Segmentation_Strategy

Segmentation Strategy of Impetus: 

Segmentation Strategy of Impetus Editors: Kasfiki Eleftheria Laiou Chrisanthi Liokis Theodoros Loukrezi Panagiota Professor: Tsogas Markos

International Market Segmentation:: 

International Market Segmentation: Market Segmentation key factor of the development of the Marketing Strategy of a company. “Market Segmentation – described as how as we as marketers can divide the market into groups of similar customers, where are important differences between those groups…”Hooley, Saunders & Piercey , 1998 International Companies (Impetus) inter-market segmentation is using the advantages of the similarities between markets of different countries thus, it’s creating a challenge. International Segments must cross the borders.

Impetus Choice: 

Impetus Choice Starting from t-shirts, Impetus, decided to specialize in men’s underwear. Then, the company internationalized in order to extend the Portuguese limited market of men’s underwear. In the beginning, Impetus, was selling its collections to private label companies. BUT In order to increase its sales Impetus took the strategic decision to boost its own brand, selling products under the name of “ Impetus”.

Impetus Choice: 

Impetus Choice Internationally and under the brand name of “Impetus”, the company: Uses psychographic segmentation, based on lifestyle criteria. “This type of segmentation is grouping people according to the way they live, expressed through their activities, interests and opinions”, Tsogas slides. Even on a global environment common buying criteria can be found in order to support small local segments with equivalence everywhere.

Impetus Choice: 

Impetus Choice Stabilized an international brand name in men’s underwear Impetus also released women’s and children’s underwear: Potential new markets for Impetus homewear , loungewear, beachwear, stockings.

Impetus Market Segmentation Evaluation: 

Impetus Market Segmentation Evaluation Market Segments should be:* Effective Measurable Accessible Actionable Profitable * Tsogas slides

Effectiveness:: 

Effectiveness:

Measurability: : 

Measurability: The way people express their values and personalities in their everyday lives through activities, interests and opinions (AIOs) is the basis of lifestyle segmentation. Although, there are not enough worldwide, cross culturally accepted lists of AIOs. As a result lifestyle segments are difficult to be identified ( Kotabe & Helsen , 2000). Accessibility: Lifestyle segments can easily be reached by the promotional mix. Mass media internationally are segmented on a lifestyle basis. On the other hand, distribution is complicated, S egments can be widely dispersed geographically. R etail sectors tend to differ across countries. Considering these factors Impetus wisely invests in logistics and information systems that can facilitate distribution.

Actionability:: 

Actionability : Impetus seems to be organized in a way that supports its segmentation strategy. Invests money and working hours in technology, innovation and development of new products, fabrics and fashion. Profitability: The modern, acting young consumers are the ones willing to pay and buy a medium/high price underwear in order to take advantage of the product’s image and feel good with their purchase. This segment internationally is large enough to be profitable.

Overall:: 

Overall: