Name:

Sept. 27, 2012

BusM 241, 12:30p.m.

Assignment #1:
Person-Situation Segmentation Matrix and Unique Selling Proposition (USP)
1. Select a product/service Apple iPad2
2. Create a person-situation segmentation matrix
a. List three or four different types of persons who might use the product (blue cells).
i. Use demographic information to describe the person.
b. Now list three or four usage situations for the product (red cells).
c. The rows are the persons and the columns are the usage situations in the matrix.
d. Look for salient intersections between person and usage situation.
e. Then profile those cells only (black cells)—there may be empty cells in the matrix.
i. State the core needs, benefits, and behaviors.

Person-Situation Segmentation Matrix

Situation Strictly Casual, quick, Business and Social

entertainment and convenient organizational networking and
information needs interpersonal
Person communications
White Male •interactive phone and •apps* allow for dating •balancing school, work, •permits extreme
TV connection keeps ideas and referencing and personal life can be convenience and constant
College students users informed and •a dating student is a difficult, planners and social connection, near
ages: 17-25 w/ planned for shows and happy student  iCloud features keep and far
games missed while in •learning software apps* students on their “A- • keep in touch with
income <$25,000 class are interactive and game” family/friends at home
•online games readily promote greater •developing apps provide and out of state,
available retention, i.e. better greater ease in college- mitigating family/friend
grades! course completion strain

Children ages: •learning/early-

development games
12 & under of •strengthens
technological familiarity
families w/ •occupies child for hours
income >$50,000 of parental reprieve
• child-friendly

Business •connectivity to home, •advanced calendars, •the “new-age” medium

TV, and phone, gives sync-functions, and of business demands
oriented Head- mobile control for home- iCloud allow technological interface
of-household automation and consolidation of complex •video streaming provides
entertainment business schedules crystal clear visual/audio
ages: 35-50 w/ •less worry abroad, more • A “must-have” for on- conferencing
focused on task at hand the-go Where and whenever,
income businessmen/women convenience rules
>$100,000
Head-of- •a well-suited substitute •easy to use/learn
for traditional •eliminates need for
household ages: entertainment; long-term weekly newspaper and
35-50 w/ income savings from weekly magazine subscriptions
expenditures for •surfing the web
<$50,000 entertainment becomes an interactive
•keep up on all sports experience with hands-on
anywhere anytime approach
 3. Create a unique selling proposition (USP) for the product/service by completing the
following:

For “Head-of-household ages: 35-50 w/ income >$100,000”, the iPad2 is the “new-age” medium of
business among all multimedia and organizational tools. The iPad2 proves its worth through its
unparalleled convenience in video streaming for crystal clear visual/audio conferencing,
universally connected to all other technologic devices, i.e. phones, computers, and televisions.
Business is defined and accelerated by convenience and communication. The iPad2 more than
facilitates business necessities; it bridges the hurdles between personal and interpersonal pursuits.
The capabilities and purpose for which the device was created is every bit a modern marvel; it is the
window of opportunity and the key to success.