Segmentation - Essay Example

Segmentation Product Category and Type of Services One has selected the upscale hotel as a product category. Thisproduct category is described as “of, intended for, or relating to high-income consumers” (The American Heritage Dictionary of the English Language). This product category is actually synonymous with luxury hotels, where features include special amenities and plush surroundings, in conjunction with services catered to the unique and distinct needs of the customers. The services would range from personal pampering of needs that cater to distinct desires: having a personal guest attendant; being given the option to select a food menu; being accorded amenities that address business requirements; accommodating services that go beyond the traditional services offered in other hotels.

In this regard, since one’s primary VALS profile is that of an achiever and the secondary type is that of an experiencer (Strategic Business Insights), the identified product category fits and appeals to the values and lifestyle identified. As an achiever, one is expected to earmark challenging jobs that would provide high income and greater responsibilities. As an experiencer, one would be interested to try new and innovative things, visit new places, try innovative products and enrich one’s living experiences.

As such, one would be expected to seek a hotel with special amenities that would serve distinct needs. The sophisticated style and atmosphere in upscale and luxury hotels would be perfect for achievers and experiencers since the values of gaining more knowledge and experience of a remarkable environment would be consistent with one’s lifestyle. Type of Messages/Slogans As an achiever and experiencer, the type of messages and slogans that would appeal are as follows: Experience the Ultimate Comfort and Style; Superior Quality and Service that Delights Exemplary Customers; A Once in a Lifetime Experience of Sublime Magnificence; A Plethora of Excitement and Service.

These messages use adjectives that describe the values that an achiever would get to appreciate through emphasizing ultimate comfort and style, superior quality, sublime magnificence and a plethora of excitement and service. As an achiever, it is presumed that one has gained success and has therefore earned more than enough financial resources to enjoy traditional options for leisure and entertainment. As an experiencer, one would be intrigued in the type of service that delights customers and focus on a once in a lifetime experience or even finding out the plethora of excitement being promoted.

The VALS profile indicates one’s preference for high resources and high innovation that makes an upscale hotel, offering exemplary amenities and services, a perfect fit. Works Cited Strategic Business Insights. The VALS Survey. 2012. Web. 25 February 2012 . The American Heritage Dictionary of the English Language. Upscale. Houghton Mifflin Company, 2000. Print.