Scottland Segmentation

The marketing strategy was started to be constructed on the internal and external analysis. First was decided what the company will sell in order to positionate their selves in the customers mind. The Company in order to succeed they need to sell in the background of the product emotions, stories which are crucial nowadays, having a ‘renaissance society’. In the second step the information about the market were collected to have a better insight about the segments that can be made and also to understand which economic elements can affect the company.
Segmentation
In order to do the segmentation of the market some marketing tools were used such as: SPACC, Sinus- Milieu. The SPACC model was made based on the ages and family status to define, which segment can be the most profitable
for Campex Company.
We analyzes four segments more deeper young couples between 25-35 with children and without children and signals also between 25-35 . People between 25-35 in Denmark are 361.983. Couples (not necessary married) with children are 584.603 and without children are 753.993. Singles with children are 184.056 and without children 1.358.548.The highest size in the SPACC model is presented by singles without children. About the potential, buying frequency in 2014 there were 141.418 caravans registered in Denmark and the average age of caravan is 16,5. These numbers show us that this type of product is rarely purchased and the potential is not that high especially in between those ages. The access to reach people without children is easier, because they are not that busy as people with children and they are more actives on different Medias. Their budget for leisure time products is also higher, having more money to spend on themselves. Singles with children are not that profitable for Campex company, because they more care-intensive and time-consuming what is hard to combine with outgoing and travelling lifestyle. and
The competition is high they are 34 different brands in the market, but according to the market share Hobby is on the second step in Denmark with a 19% of market share after Adria with 35,6% market share. The cost to reach couples without children it will be lower, because it easy to find them on different internet platforms such as facebook or instagram which can be the easier way and cheapest way to communicate with them and also on their own website. Hobby is selling high quality caravans and their appearance in more expensive places can also present their status.