Workit! Understanding Market Segmentat Saved
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Part 1: Categorizing Market Segments
A potential investor has identified three customer types she feels would be likely to purchase the Workit legging Read through each of these profiles and make your own
decision
Based on the sales pitch Arnita used to describe the Workit legging. Select the appropriate market segment for this product. Then, answer the multiple-choice and short-
answer questions that follow
1) Meet Manuela. Manuela is a busy mom of three children Manuela is currently in graduate school studying for a PhD Her husband works part time and helps with the
children. They are struggling to make ends meet. Manuela exercises occasionally when her schedule can accommodate it She likes to work out in exercise leggings and
yoga pants for their comfort and versatility, but also because she finds they transition well from the gym to the classroom
2) Meet Huang, Huang is looking for a gift for his wife Brenda Brenda exercises every day Brenda likes to go out for coffee or happy hour with her friends after a good
work out, so it is important to her that her clothes look fashionable and appropriate for a venue outside the gym However, both Brenda and Huang agree that paying more
than $50 for anything that you sweat in is not very practical
3) Meet Olga. Olga is currently training for a marathon She has run a marathon before and found that she went out too fast in the beginning and really struggled in the
end. Olga is trying to find technology that she can use both to her pace herself and manage her heart rate through the long training runs Olga and her husband are both
successful doctors, so Olga is willing to pay a premium for quality products that improve her quality of life. Olga is also very concerned with the appearance of her apparel
and doesn't want to wear anything that is neither flattering nor on trend
of the three customer profiles, to whom would Arnita be the most likely to sell her Worklt legging? Explain which segmentation strategies you would use to target your
market