Segmentation

In our days, recharge cards has become wants that we request in order to satisfy some critical needs. So almost everybody have a cell phone that he can't use it without a recharge card .

The needs behind the purchase of this product are:

* Safety and security: example, when we go somewhere far and we have a cell phone so we feel a little secure in case something happens we can call for help.

* Social belongs: example, when we use this product to call friends in order to have a meeting or a party. It's like helping to be a part of a social group.

* Esteem: example, when somebody buys like two or three cards per month just for show off.

If we want to target the market of this product many kinds of segmentation are used:

* Demographic segmentation: considering the age that must be above fifteen or sixteen. Considering the income, three kinds of cards are placed in the market.

* Social class segmentation: mostly rich people don't use recharge card they use instead of it fixed lines so we must look at the mid and the low classes.

* Geographic segmentation: for this product the costumers are national because we can not use this recharge card outside Lebanon.

* Behavioral segmentation: we surly have loyal users, frequent users and heavy users. There are no light and accidental users.

* Psychographic segmentation has almost no effect in targeting the market because these days almost every body has a cell phone.

* Life style segmentation: no effects

In Lebanon the only direct competitor of MTCtoutch is Alfa. But in reality they are not competitors because they are working together and making more benefits this way.