Market Segments Are The Ultra Affluent Adults And The Henry 's High Earners

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Netita’s market segments are the ultra-affluent adults and the HENRY’s (high earners, not yet rich). Within the HENRY’s are 2 sub-segments, the social climbers and YUMMYs (young, urban, male). All consumer segments are accessible, however different marketing and distribution channels will be established to effectively build relationships that meet the needs with each segment. Netita’s handbags and accessories will be priced accordingly to build desirable advantages compared with competitive products and services.
The ultra-affluent adults will be the initial target to help create status and exclusivity. This segment has the highest amount of disposable income and is not price sensitive, but only makes up 30% of the segment base. Additionally, they are brand loyal and are early adopters of luxury goods.
HENRY’s (high earners, not yet rich) will be the primary focus of Netita’s market strategy. They make up 70% of the customer base, including the sub-segments. Status and exclusivity are not reasons they purchase a brand, but tend to purchase on product attributes such as form, function and quality. Considered to be technologically savvy, they prefer effortless transactions.
Sub-segments of the HENRY’s are the social climbers and YUMMYs (young urban, male). The social climbers are young adults with little disposable income, however are willing to make sacrifices elsewhere to enjoy high quality, dependable luxury products. Comparatively, YUMMY’s are more fickle

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