4. Identify competitors for your selected segment and, using the competitive analysis form on page 185, provide recommendations as to how the effects of this activity could be minimized.

A publication from Pearson Custom Publishing exclusively for La Trobe University Case studies for discussion Competitive analysis Potential strategies for Organisation Activity Potential impact on our minimising their impact intervention 185 Eagle, L, Dahl, S, Hill, S, Bird, $, Spotswood, F & Tapp, A 2013, Social Marketing, Pearson Education Limited, Harlow,L MARKETING page 14 ation from Pearson Custom Publishing exclusively for La Trobe University Case studies for discussion Potential interventions based on segmentation Segmenting the population on the basis of key behaviours would enable interventions to be targeted at specific segments, drawing on the collaboration and resources of potential partners. A segmentation strategy based on four clusters is presented. Before you read on, reread the note at the start of this case. A two-step cluster analysis was undertaken on responses from survey respondents who had indicated that they had been sunburnt within the current year. The filtering of the data file for the respondents that had re- ported burning resulted in a sample size of 1,606 (31.9%), selected from the main data file of 5,034 records. The clustering process was exploratory and automatically deter- mined with a maximum of 15 clusters allowed within the calculations. The clustering criterion used was Schwarz's Bayesian Criteria (BIC), BIC ratio of change and ratio of distance measures32 using a combination of categorical and continuous variables. Cluster memberships were created, added to the file and group membership to these clusters was allocated to the individual respondents. A total of four clusters (segments) were identified during the two-step analysis. The clusters were reported at the 95% confidence level, with non-significant variables being automatically omitted from the model. Within Table 8.2, the significant variables from the cluster analysis are detailed for the segments. Cross-tabulations with non-significant descriptor variables have been used to further analyse the segments. Segment 1 - Outdoor gamers The smallest of the four segments (17.5%) is divided between male (47%) and female (52%) members. Over 75% of this segment reported being sunburnt while within the United Kingdom and 50% of those reported that it had occurred within the four weeks preceding the survey. All respondents obtained their sunburn by participating in sporting activities, with 80% reporting that exposure was over two hours. Although a sunscreen factor-15 was used by more than 50% of the segment members, over 60% reapplied the sunscreen less than once in every two hours. Interventions appropriate for this segment should focus on addressing self-efficacy and social norms. Integration of activity with recreational facility providers (e.g. parks and recreation centres) should be investigated, regarding signage and other ways of raising awareness. Sports governing bodies or associations, and sports coaches could be key role models to educate sports participants regarding effective sun protection, to model effective sun protection behaviours and to address the social acceptability of behaviour change. 33 Segment 2 - Aqua-'bathers' The second-largest of the four segments (23.6%) is divided between male (47%) and female (52%) members. Over 80% reported being sunburnt while abroad, with 50% of those reporting that it had occurred within the four weeks preceding the survey. Respondents obtained their sunburn by participating in water activities, with 70% reporting that their exposure was over two hours. Although a sunscreen factor-15 was used by more than 60% of the segment members, approximately 40% reapplied the sunscreen less than once in every two hours. A key challenge with this segment is that the majority of sunburn occurs outside the UK. Strategies that could be considered would be to integrate activity with travel agents, airlines, hotel chains, etc., placing information on websites and possibly providing practical tips and information with airline tickets and hotel reservations