University of Perpetual Help System - Laguna Sto. Niño, Biñan, Laguna Graduate School

UNIVERSITY OF PERPETUAL HELP SYSTEM – LAGUNA
Sto. Niño, Biñan, Laguna

GRADUATE SCHOOL
MARKET SEGMENTATION OF BENCH, LEE PIPES AND GUESS
SUBMITTED TO: DR. JULIO CASTILLO JR
SUBMITTED BY:
EDLENE KAE S. PEÑA
QUEEN ESPIRITU
Customers play the most significant part in business. In fact, the customer is the actual
boss in a deal and is responsible for the actually profit for the organization. Customer is the one
who uses the products and services and judges the quality of those products and services. Hence
it’s important for an organization to retain customers or make new customers and flourish
business. To manage customers, organizations should follow some sort of approaches like
segmentation or division of customers into groups because each customer has to be considered
valuable and profitable.
Customer segmentation is the practice of dividing a company’s customers into groups

that reflect similarity among customers in each group. The goal of segmenting customers is to
decide how to relate to customers in each segment in order to maximize the value of each
customer to the business. Common characteristics in customer segments can guide how a
company markets to individual segments and what products or services it promotes to them.
Segmentation is a framework used to define the right target customers. In a business plan,
this is one of the most critical part. A marketer must thoroughly study what is the most favorable
segment to pursue. When a marketer decides to pursue a particular segment it will be considered
as the target market, it could either be multiple segments or concentrated on one. After defining
the target market, this is where we establish a brand positioning. Brand positioning is defining as
how would you like your customers to perceive your product. But, nowadays, does this market
segmentation still being practice throughout the company? We want to answer this simple
question so we went to visit a local mall catering big foreign brands.
This research is all about the market segmentation of selected apparel Boutiques which
are Bench, LEE Pipes and Guess. The first one is Bench, Bench/ was established in 1987, opening
as a small store selling men's T-shirts. The company has since grown to include a ladies' line,
underwear, fragrances, housewares, snacks and other lifestyle products, it would be located at
Sm, Santa Rosa Laguna, also it is segmented according to their status middle class and upper
class. As per the interviewee most of their customers are male teen-agers which is commonly
students, their clients are more on middle class.
Secondly is LEE Pipes at Pavilion Mall San Antonio Biñan Laguna Ms. Erica Macalinao, 30
years of age, supervisor of LEE Pipes store said that their product designs are merely for
millennials, those who were born from 1980's to 2000. Their designs are rebellious, ragged and
perfect urban gatherings. But since she mentioned that their clothes are for millennials, does that
mean that they are also their target markets? You consider it as a favorable market if they have
the capacity to buy and enough money to spend for wants or often called disposable incomes.
This means that even though their clothes are designed for millennials, their buyers are mostly
young urban professionals or yuppies. In simple words, millennials who are already working. The
Third is Guess, Guess is an American Clothing brand and retailer. In addition to clothing
for both men and women, Guess markets other fashion accessories such as watches, jewelry,
perfumes, and shoes. in Festival Mall Alabang Their segmentation focus on kids, teens, young
adult, and adult. The most recent customer in their Store is Female young and adult. Upper class
and middle class are the frequent type of customer visited their shop. Maybe because they are
located at known and many customers are coming to their area.
Segmentation and Targeting is very crucial because it will determine the success of the
brand and profit. In segmentation, we learn how much a person is willing to pay for the product,
how often would they buy the product or whether they will buy the product again. In targeting,
we will be introduced to our competitors who are also aiming the same market, you must also
learn how to introduce and induced your brand equity, whether the target is growing or no and
of course, whether your chosen market is profitable enough that it could support the
organization. After successfully conquering a market and building a strong brand, you could
wither deposition your competitor or conquer other markets, or both. Remember that everything
must integrate with your products, promotions and distribution as well.
wither deposition your competitor or conquer other markets, or bothdistribution as well.

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UNIVERSITY OF PERPETUAL HELP SYSTEM – LAGUNA

Sto. Niño, Biñan, Laguna

MARKET SEGMENTATION OF BENCH, LEE PIPES AND GUESS

SUBMITTED TO: DR. JULIO CASTILLO JR

EDLENE KAE S. PEÑA

Customer segmentation is the practice of dividing a company’s customers into groups

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