Business Studies

Explain how a marketer for a chain of health clubs could use VALSTM segmentation profiles to develop an advertising campaign. Explain which segments should be targeted and how the health club should be positioned for each of the segments that are targeted. In replies to peers, discuss whether you agree or disagree with their assessment and why.

ANSWER

VALS Segmentation

The VALS segmentation is a marketing approach that can be used to envisage consumer actions based on their intelligent and power-driven curiosity and logical beliefs (de Souza and de Carvalho, 2017). The VALS can be used in defining the targets for products and the development of advertising strategies. A marketer for a chain of health clubs can rely on the VALS segmentation to develop an advertising campaign by examining which segments need to focus on their advertising campaign. For instance, their consumers include different clients in the gym.

It’s vital to perform psychographic segmentation to determine their lifestyle, values, and attitudes. Classifying consumers into different categories will allow the marketer to develop a marketing strategy and promotional messages that will hit the clients that spend their money in the gym for various reasons. Understanding what motivates the consumers in their purchase and consumption improves the marketing approaches.

The marketer should target strivers, achievers, and experiencers. Achievers, experiencers, and strivers are among the top prospects in the health clubs. These members are interested in controlling their lives, growth, and achievement (de Souza and de Carvalho, 2017). For instance, the achievers consistently go to the gym to attain something with their body which may be weight or shape. Achievers are a high-resource group that is motivated by achievement. They value products that show off their success. The health clubs should focus on an advertisement campaign that will influence their motivation to achieve.

The strivers are a low resource group but have values similar to achievers. They strive to emulate people that they have high regard for. The health clubs should focus on advertising the quality of their services to reach the strivers. The experiencers are a high resource individuals and are inspired by self-expression. They have great energy that is poured into social activities and physical exercise. The health clubs should focus on advertising the uniqueness of their services to attract the experiencers.

References

de Souza, M. C., & de Carvalho Mesquita, J. M. (2017). Psychographic segmentation: what are the most effective methods in market research?. TEORIA E PRATICA EM ADMINISTRACAO-TPA, 7(1), 207-236.