B&O
Middle and upper class customers who are educated, well-to-do, cultivated in their interests and highly individualistic and self-motivated. They have a sense of functionality and discuss design and quality before price.
B&O Play - "The Young Professionals”
Women and men with good jobs that have not yet settled down and are always on the run.
Market Segmentation
Who is Bang and Olufsen's customers?
Target Groups
Geographic
Demographic
Psychographic
Behavioural
B&O´s customers in China live a urban life, and the geographic segmentation is therefore limited to the ten largest cities in China.
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Age: B&O 35-55 years - BeoPlay 20-30 years (Define Clearly)
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Education: Short/long higher education
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Income: +1.000.000 RMB/year
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Generation: New generation China, which is more western oriented.
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Innovators: Successful and sophisticated people with high self-esteem.
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Achievers: Successful, goal-oriented people who focus on career and family. They favor premium products that demonstrate success to their peers.
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Heavy-user
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Hard-core loyals
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Enthusiasts