Segmentation
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In our days, recharge cards has become wants that we request in order to satisfy some critical needs. So almost everybody have a cell phone that he cant use it without a recharge card .
The needs behind the purchase of this product are:
Safety and security: example, when we go somewhere far and we have a cell phone so we feel a little secure in case something happens we can call for help.
Social belongs: example, when we use this product to call friends in order to have a meeting or a party. Its like helping to be a part of a social group.
Esteem: example, when somebody buys like two or three cards per month just for show off.
If we want to target the market of this product many kinds of segmentation are used:
Demographic segmentation: considering the age that must be above fifteen or sixteen. Considering the income, three kinds of cards are placed in the market.
Social class segmentation: mostly rich people dont use recharge card they use instead of it fixed lines so we must look at the mid and the low classes.
Geographic segmentation: for this product the costumers are national because we can not use this recharge card outside Lebanon.
Behavioral segmentation: we surly have loyal users, frequent users and heavy users. There are no light and accidental users.
Psychographic segmentation has almost no effect in targeting the market because these days almost every body has a cell phone.
Life style segmentation: no effects
In Lebanon the only direct competitor of MTCtoutch is Alfa. But in reality they are not competitors because they are working together and making more benefits this way.