(1) Timing: it can be classified according to the timing when customers buy or use products. Timing segmentation helps to improve the utilization rate of brands.
(2) Benefits: classify consumers according to their different interests in pursuing products. For example, for consumers who buy watches, some people just want low prices; Others emphasize durability and practicality; Others pursue symbolism (identity, status, etc.). ) is displayed by the watch. Each group pursuing different interests has its own specific demographic, behavioral and psychological characteristics. Marketing planners can use these foundations to determine which benefit segmentation markets their brands are suitable for, and make appropriate marketing mix accordingly. You can also seek a new division of interests and launch a new brand that meets this interest.
(3) User status: Some products or brands can be divided into unused users, former users, potential users, first-time users and frequent users according to user status. Enterprises will adopt different marketing methods for different users according to their own situation. Generally speaking, brands with high market share pay special attention to transforming potential users into actual users; Small businesses, on the other hand, strive to make customers who use competitors' brands switch to their own brands.
(4) Brand loyalty: The so-called brand loyalty refers to the behavior that consumers, attracted by many factors such as price and quality, have a soft spot for a certain brand's products, form a preference and buy the brand's products for a long time. According to the level of brand loyalty, consumers can be divided into four types: loyal, unstable loyal, fickle and free.
(5) Utilization ratio: The market can be subdivided according to the light, medium and heavy users of the brand. Brand heavy users generally account for a small proportion in the market, but their consumption accounts for a high proportion in the total consumption.