The document discusses market segmentation, targeting, and positioning strategies used by the Octopus Card Company. It analyzes how the company segments the market demographically based on age, and behaviorally based on attitudes. It then discusses how the company uses differentiated marketing to target people, companies, and security. It focuses on building loyalty through rewards programs and payment solutions. Finally, it discusses how the company positions itself internationally and through community initiatives to create a positive brand image.

1. Market Segmentation
Four types of Market segmentation
• 1.Geographic Segmentation----Dividing market into
different geographical units such as nations, cities.
• 2.Demographic Segmentation---Dividing market based on
variable such as age, gender, family size or income.
• 3.Psychographic segmentation---Dividing market based on
social class, lifestyle or personality characteristic.
• 4.Behavioural segmentation--- Dividing market based on
consumer knowledge, attitude, use or response to product.

2. Market Segmentation Strategy of
Octopus Card Company
Generally, use Demographic, and behavioral
segmentation.
Demographic: Based on age.
4 types:
Child
Adult
Elder
Personalized(students).

3. Behavioral: Based on the attitude.
Tourists: Sold Tourists Octopus
Collector: Year of the Dragon Octopus
Old Master Q Octopus
Business Companies: Octopus for Corporation
Psychographic: Based on lifestyle, social class
Fashioners: Atelier
Genetics
Workers: Bank Issued Octopus Card

4. Market Targeting---Process of identifying groups
of consumers who are highly likely to purchase a
specific good or service.
Four Approaches
1. Undifferentiated marketing: Ignore market segment and go
after the whole market with one offer
2. Differentiated marketing: Firm decides to target several
market segment and design separate offer for each
3. Concentrated marketing: Firm goes after a large share of
one or a few smaller segment or niches.
4. Micromarketing: Practice of tailoring products and
marketing programs to suit the tastes of specific individual
or locations.(Individual marketing or local marketing)

5. • Use differentiated Marketing:
Target people ,companies or Security approach
For People:
Provide Earn and Redeem Reward $ in different
type of Companies. E.g Wellcome ,UA cinema,
Arome.
Provide payment method for retail, parking,
leisure facilities or other self-service.
Provide easy reloading: Cash/electronic fund
transfer

6. For companies:
Provide octopus payment services to costumers.
Provide Octopus Reward for customer---build
closer relationship and loyalty with them.
For school/residential

7. Market Positioning
• An effort to influence consumer perception of
a brand or product relative to the perception
of competing brands or products. Its objective
is to occupy a clear, unique and advantages
position in the consumer’s mind.

8. Octopus Company operate International
business to share the Octopus experience
around the world. (In Netherland , Dubai, New
Zealand)
Octopus company also focus on the caring for
the community. E.g Octopus Kid’s Nurturing
Programme, Octopus volunteers, sponsor many
charity activities.
--->To occupy a clear, unique and advantages
position --->Create value and develop positive
image in customer’s mind.

9. Recommendations:
• Marketing Objectives: