Big Toys

Segmentation

Targeting

Voyage Consulting Co.

IndexObjective Segmentation

Targeting & Positioning Insight & Recommendation

00 Objective

2. To indicate particular marketing venues.

1. To figure out segments.

3. To help focus marketing efforts.

00 Business Objectives

01 Segmentation

01 Customer Demographics Distribution Priori Segmentation Support - Age, income, and marital status characteristics

Age/Life Stage

Household Income

Marital Status• Normally Distributed

• Mainly 25-80 y/o

• Focus on Pre- & Post- Retirement • 3 Main Ranges• A-C(<30,000)

• D-I(<100,000)

• K+(>100,000)

• # married > 2* # single

Note: Multivariate regression between y(travel expenditure + transportation expenditure) and x( Age, income, marital status, gender, number of children, etc.) shows that age, income, marital

status and number of children are the most significant variables for our customer base. Number of children leads by 0, then decreases smoothly with more kid(s) around. Not separately shown

here since it can be captured by age and marital status. Data from 20K.

Total Household affordability indicator

• Single

• Age > 30

• Income ~ 60k

• # Children = 0

• Luxury life, Travel, Music

• 7.5% in Customer Base

• 15.6% in Random Base

• Married

• 25 < Age < 60

• Household Income < 150K

• # Children > 0

• Healthy life & Outdoorsy

• 26.4% in Customer Base

• 15.8% in Random Base

• Married

• Age > 60

• Household Income > 80K

• # Children = 0

• Music, Food, Sports

• 15.1% in Customer Base

• 10.7% in Random Base

02 Segmentation ProfilesCapturing main types (valuable majority) of our customer based on demographics distribution

Data from analysis of 20K Customer Database and 80K Random Database.

Single Fabulous Energetic Family Old Empty Nesters

02 Single Fabulous

Zoom-In

01 Single Fabulous

PersonaJulie 45 y/o 85K Interior Designer, MIAMI

I am single. I love wine, beach, music and

high-ending events. I love reading Vogue

and Essence to get the updated information

about fashion and entertainment. Since I

just bought a boat, I am looking for suitable

insurance.

WHO ARE THEY?

Age: 30-85

Income: >=$40,000

Where: Majority near water

Food & Entertainment Expenditure: ~25%

Interests: Luxury life, travel, music

Value Proposition

We provide you with opportunity to

upgrade your entertaining life with high

quality and hassle-free insurance solution.

Heterogeneity and Homogeneity features

02 Marketing Channels

Advertising

• Suitable channels

• Videos/TV Programs

• Focused on casual

travelling & wine tours

Newspaper

& Magazine

Dealership

Cooperation

• B2B Cooperation

• Train dealers’

salesforce to pitch

• Lower operation $

High-End Events

• Tailored invitation letter

• Promote through events

Appropriate Touch Points

• Post in Travel Section

• Cooperated with influencers

03 Geography-Wise FocusNeed more marketing efforts to focus on these places

• Near Water

• Boat Insurance Oriented

03 Energetic Family

Zoom-In

Energetic Family02Recreational Vehicle customers

Demographics

• Single Family with 1-3 kids

• Home owner

• High school education

• Occupation: Work from home;Tradesman;

Middle Management,etc.

• Household income: $100-149K

Healthy and Outdoorsy Lifestyle

• Outdoor & Sports

• Personal and vacation travel

• Natural food

• Active Reader(99% avid reader)

Energetic Family02

Persona

Ray 47 yr Mechanics, MI

Gina 43 yr Online Blogger, MI

Eric 13 yr Amy 10 yr

Single family with 2 children living in

Michigan. We love camping, playing

tennis and enjoy traveling. We are

seeking for affordable RV insurance

package.

Value Proposition

We provide economical and convenient

insurance coverage for families who

love RV lifestyle and outdoor activities.

• Content marketing to create RV

discussions through social media

• Cooperate with influencers such as

bloggers to share RV experiences

Digital Marketing

• Build relationship with dealers

to reach out to local customers

• Cross sell insurance to family

with SUVs or with trucks

Local Dealership

• Advertise at travel, family & health

magazines and newspaper sections

• Sharing articles about family

outdoor activity experiences with

recreational vehicles

Newspaper & Magazine

02 Marketing Channels

03 Geography-Wise Focus

• People live near Great Lakes

- Michigan(MI)

- Ohio(OH)

- Texas(TX)

- California(CA)

• Near recreational attractions

- Colorado: Pueblo, Colorado Springs

- Utah: Salt Lake City

- California: Bakersfield

Families living near mountain area attractions is also our target

04 Old Empty Nesters

Zoom In

01Old Empty Nesters

Demographics

• Age: 70s

• Where: MI, CA, TX, OH

• Income: 42 ~ 72K

• Occupation: Work from home, retired,

tradesman, middle management

Life style

• Outdoor & Sports

• Value health and fitness

• Reading

• Music, Food & Wine

Data from analysis of 20K Customer Database and 80K Random Database.

Heterogeneity and Homogeneity features

01Old Empty Nesters

Johnson Couple

Henry 72y/o; Retired; LA

Monica 70y/o; Retired; LA

Have lots of savings;

Interested in travel, reading and

outdoor activities;

Want easy, reliable and good

service insurance.

Data from analysis of 20K Customer Database and 80K Random Database.

Heterogeneity and Homogeneity features

02 Marketing Channels and Messages

We deliver our customers

the easiest, safest, and

most reliable insurance

solution.

Phone Sales

• Salesforce

Print Advertising• Newspapers, magazines.

• Direct mail

Data from analysis of 20K Customer Database and 80K Random Database.

Sponsorships

• Boat shows

• Music festivals

• Summer camps

TV and Radio• Commercials

Partnership

• Life insurance

• Auto insurance

• Credit cards

03 Geography-Wise FocusNeed more marketing efforts to focus on these places

• Near Water

• Boat Insurance Oriented

05 Insights & Recommendations

57.9%

42.1%

01 Insights & Recommendations

Segments• Single Fabulous

• Energetic Family

• Old Empty Nesters

Promotional Plan• Traditional - Post-mail; TV/Radio; EDM

Salesforce; Sponsorships

• Digital - App; Blogger; Social Media

Marketing Efforts Allocation• Priority: Single Fabulous ($)

• Energetic Family (#)

Co-development• Auto/ Boat dealer partnership

• Auto/ Boat maintenance / gas discount

2016

Thank You