II$.$New Market Segments$$

Construct new segments.$$Your client company is interested in diversifying and building its target customer base for HBO Max in the US market. Who is currently being underserved or overlooked?$$Who could be better served by being addressed directly? $$

Construct and describe$$two new$$potential segments or subsegments for your company to target for HBO Max for the US market.$$Describe each new segment in terms of its$$behavioral$,$ demographic, and$$psychographic characteristics. Give each segment an appropriate name. Follow steps $1-4$ of the process described in the$$Selecting Target Markets Learning Resource. Begin by identifying the customer need for HBO Max.$$Then$,$ break the market down into subgroups. Develop profiles of target segments.$$Do some secondary research on your two segments.$$Note:$$You$$will not$$need to$$develop a full research plan or conduct primary research for this assignment.$$

Of the two potential segments or subsegments you have$$created$,$which of the two has greater market potential for your company to target?$$Why$?$

Classify your new segment or subsegment according to one of the VALS types discussed in the Segmenting and Targeting Markets and Customers Learning Resource.