Segmentation, Targeting and Positioning

Segmentation of market is dividing the population into small groups with depending on their
charatheristics (Moutinho. L 2000). We will segment the Thailand market by using geographical,
psychographic and demographic segmentation. For geographical segmentation, we will target the city
area in Thailand, such as Bangkok and Chiang mai because there are very high population. For
psychographic segmentation, we will have target consumers which have workout lifestyle. For
demographic segmentation, we will target the employee and college students.

Sementation
Psychographic
Workout lifestyle

<Source: https://www.statista.com/statistics/308861/health-club-number-in-asia-pacific-countries/>

The statistics above is showing the numbers of health clubs in a country. This statistic shows that
Thailand has many health clubs in Southeast Asia comparing to country that has higher population
country such as Indonesia. According to Statista, the fitness industry in Thailand are expected to profit
USD32m in 2017 with annual growth rate of 13.3%.
Health Conscious

Nowadays, many people are very concerning on their health because of their busy routine (Lorinczi,
2008). They will go to pharmacy to buy supplements or other health-enhancing products (Royne et al.,
2014). According to Bangkokbiznews, it is reported the health conscious of Thai consumer has increase
by 77% since 2009. A studies of health conscious of Thailand people were conducted by Teerasak
Jindabot from Prince of Songkla University, its shows that people in Thailand has a high health-conscious
with a score of 3.80. Most of them would love to get health information and product that are close
related with their health.

Demographic

<Source: https://www.cia.gov/library/publications/resources/the-world-factbook/geos/th.html>

The graph above shows that the people age from 15-55 y.o are higher than the others. This shows that
the majority people are employees and college students in Thailand. So, we decided to target these 2
markets.

Target Market
The reason why we targeted employees and college students is because this market is very big and our
product are able to help them to perform better in their daily task. Besides that, we also targeted
people which have high health conscious and do workout because our product are able help them to
boost their energy during their workout routine.
Positioning
Positioning is the action taken by the company to improve the image of performance management in
order to get a special place in the minds of the target market (Kotler & Keller 2009). The goal is to put
the brand in the minds of consumers in order to maximize the potential benefits for the company.

"The leader of the health drink", that was the slogan used by extra joss in increasing the value of
proportion and identity themselves. Extra Joss positioned themselves as an energy drinks in sachets
packaging so practical and easy to carry anywhere. Lately, Extra Joss used several famous models such
as Christiano Ronaldo (Portuguese soccer player), Chris John (Indonesia Boxer) and even Del Piero
(Italian soccer player). By using this model then the Extra Joss has a product overview is a young, fresh
and powerful.
References

Lorinczi, K. 2008. The Effect Of Health Conscious Trends On Food Consumption. 12th

Congess Of The European Association Of Agricultural Economists. Ghent, Belgium:

European Association Of Agricultural Economists

Royne, M. B., Fox, A. K., Deitz, G. D. & Gibson, T. 2014. The Effects Of Health

Consciousness And Familiarity With Dtca On Perceptions Of Dietary Supplements. Journal

Of Consumer Affairs, 48, 515-534.

Moutinho. L 2000, Segmentation, targeting, positioning and strategic marketing, Strategic management
in tourism, e-book, accessed 10 Jan 2017,
http://citeseerx.ist.psu.edu/viewdoc/download?doi=10.1.1.1000.6137&rep=rep1&type=pdf#page=132

Teerasak J 2015, The Relationship of Thai Consumers’ Health Consciousness and Perceived Value,
Proceedings of the Second Middle East Conference on Global Business, Economics, Finance and
Banking, accessed 10 Jan 2017,
<http://globalbizresearch.org/Dubai_Conference2015_May_2/conference/psd/D525.pdf>