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Segmentation of Garena

Sea Limited provides consumer internet services across three segments: digital entertainment, e-commerce, and digital payments. Garena targets mainly young male smartphone and computer users for online games. Shopee focuses on densely populated areas and large cities for online shoppers interested in various product categories. It targets four main customer groups, including women seeking deals, spontaneous buyers, convenience-oriented shoppers, and those who enjoy online rewards. SeaMoney aims at internet users who prefer online transactions for payments and financial services to save costs and time.

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Đinh Hương Trang
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73 views

Segmentation of Garena

Sea Limited provides consumer internet services across three segments: digital entertainment, e-commerce, and digital payments. Garena targets mainly young male smartphone and computer users for online games. Shopee focuses on densely populated areas and large cities for online shoppers interested in various product categories. It targets four main customer groups, including women seeking deals, spontaneous buyers, convenience-oriented shoppers, and those who enjoy online rewards. SeaMoney aims at internet users who prefer online transactions for payments and financial services to save costs and time.

Uploaded by

Đinh Hương Trang
Copyright
© © All Rights Reserved
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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Sea Limited is a provider of consumer Internet services.

The business is divided into


three segments: digital entertainment (Garena), e-commerce (Shopee), and digital
payments and financial services (SeaMoney). 
* Segmentation of Garena:
• Geography
Garena's main target is the group of customers living in urban areas
• Demographic
Target customers are:
- Mainly males aged from 18 to 40, using smartphones and computers, accessing the
Internet, having a lot of free time.
- A small part of the females
• Psychology and behavior
- Garena is aimed at a segment of people who are extroverted, have strong personalities,
like decisiveness, like to conquer and express themselves, love fighting, team tactics, and
personal skills.
* Segmentation of Shopee:
• Geography
Shopee focuses on densely populated areas with large purchasing power and big cities.
However, Shopee still covers all provinces and cities across the country thanks to the
C2C (Customer to Customer) business model.
• Demographic
Target customers are:
- Smartphone users aged between 16 and 40 who have access to the Internet
- Those who are interested in home goods, electronics, furniture, health, cosmetics,
mother and baby, books, and so on.
- Those who use up to 70% of their monthly income on online shopping
- People who have a lot of free time, such as office workers, students, housewives, etc.
• Psychology and behavior
- Shopee aims at the segment of people who love to shop online on occasion to save on
purchase costs, quality products, and free shipping.
- Besides, Shopee also targets the segment of customers who prefer to pay online because
e-wallets are a new payment trend in the future, saving costs and time for both parties.
=> Shopee targets four main customer groups.
- The first group that loves quality products and frequent monthly spenders are women
because they often play the role of "key box" in the family. They will prioritize finding
the best deals and lowest prices when shopping to save as much money as possible.
- Next is the group of "impromptu" customers who tend to browse more items on average
but are also more likely to spontaneously buy any product that catches their attention
quickly because they are mainly interested in the sales opportunities according to
Shopee's big sale schedule.
- The next group is convenience-loving shoppers. This is the group that prioritizes
convenience in online shopping as well as convenient payment options and many
incentives.
- And the last group are those who seek pleasure from online rewards and gifts. Nearly a
third of users in this group are under the age of 18, showing that teenagers are very
passionate about browsing products, clicking, and receiving lucky gifts.
* Segmentation of SeaMoney:
• Geography
SeaMoney focuses on densely populated, high-paying areas and big cities. However,
SeaMoney still covers all provinces and cities across the country.
• Demographic
Target customers are:
- Smartphone users between the ages of 16 and 40 with access to the Internet
- Those who use up to 70% of their monthly income to pay or transact online
- People who have a lot of free time, such as office workers, students, housewives, etc.
• Psychology and behavior
SeaMoney targets the segment of people who prefer to transact online to save costs and
time.

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