Facial mask creators nowadays are using more well-defined segmentation strategy for their products. A mask producer, Biomod, recently announced its new skin care technology for men and women, present a convenient option for these consumers. Biomod has developed customised face masks that offer various treatment formulas, along with multiple mask shapes and design prints to cater different needs of customers. For this market, another company called Petite Amie Skincare launched its Face Masque emoji campaign. This company generated many new products for teens aged between 13 and 17 which are accounted for a certain number of population. It turns out to be a large potential profitable segment. The brand used emojis to communicate the varying benefits of each skin mask. When approaching this segment, price is important in decision making as this demographic has low income and low purchasing power. Furthermore, teen customers often own a social lifestyle that is heavily influenced by social media. Face masks are now giving friends a new reason to snap a selfie. Hence, there are more opportunities for brands to engage with them through social media. According to a survey, almost 45% of these skin care customers agreed that they have positive response to these facial mask products.

(a) Identify with justifications any THREE segmentation variables each used by Biomod and Petite Amie Skincare. (12 marks)

(b) Identify with justification which targeting strategy is used by Biomod. (4 marks)

(c) Identify the FOUR criteria of segmentation. Then, justify each of these FOUR criteria for Petite Amie Skincare to divide teen customers.