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Clearly a very sedentary segment and perhaps at most risk of obesity related problems because of their self-denial. They accept the fact these problems are quite prevalent in Saudi society, but do not attribute these problems to themselves.
Beauty to them is extremely outwardly driven - looking gorgeous & beautiful is key along with being naturally beautiful. This is clearly reflected in a long list of activities undertaken at the beauty parlour like styling, eyebrow shaping, make up, manicure, pedicure, etc.
They also have the highest incidence of using beauty/cosmetic products to change skin-tone and facial beauty. This segment comprises of slightly more females and is older in profile.
Some Marketing Thoughts
How can marketers customise their offerings to make them relevant to each segment? We thought of looking at the food & beverages sector or ideas.
The 'Inner Harmony' and 'Smart & Simple' segments share a lot of common themes. Both are focused more internally (self-confidence, simple, smart, intellectual) and also believe/do dieting. For the 'Inner Harmony' segment, dieting is a means of control, and for the 'Smart & Simple' segment, dieting is a means of maintenance.
So, these two segments are the ones most likely to purchase low-fat products albeit for different reasons. The product benefit that both the segments would relate to is internal health & beauty related.
Hence a gorgeous model illustrating these benefits would not work well in this regards; a better approach would be a smart housewife promoting natural healthiness of the product.
Taste (as long as it is within acceptable threshold limits) might not be big factor in their decision to buy the brand; the tangible health benefit it offers would be the chief influencer.
For the 'Live Life King Size' segment, the marketing strategy could revolve around excitement and action. The Mountain Dew ad and its positioning is a good example of this. People in this segment constantly seek variety, experiment with value-added products, flavours and varieties and are willing to pay a premium.
This segment has probably tried quite a few varieties of breakfast cereals, for example. Marketers targeting this segment cannot afford to be complacent - they constantly need to be innovating their offering to maintain this segment's loyalty.
The 'External Beauty' segment are attracted to things that are physically appealing - hence celebrity endorsements work well with this segment. This segment probably consumes full-fat products as they tend more towards indulgence.
Packaging also plays a key role in attracting this segment to buy - they would not only be interested in how good the product tastes, but also how good the product looks when it is placed on their kitchen/ refrigerator shelf.
