working session 2
Question 1: STP
a) Based on which segmentation criteria would you segment Ace & Tate's market?
Why?
Segmentation consists of forming groups in the market of people who are alike
BUT! Customers who look the same do not necessarily have the same behaviors or
needs!
segmentation criteria:
profile:
- variables: rural vs urban, age, income
- segment 1: urban,20-45, average
- segment 2: urban, 40-60, high
- segment 3: rural, 20-45, average
psychographic:
- variables: health focused or not, fashion oriented or not, eco minded or not
- segment 1: health focused, fashion oriented, eco minded
- segment 2: no health focus, not fashion oriented, average
- segment 3: health focus, not fashion oriented, eco minded
behavioral:
- variables: use of multimedia / tech savvy, glasses usage: wearing glasses
only vs switching with contacts vs backup glasses
- segment 1: more than average, full time glass wearing, open for multiple
frames
- segment 2: average, full time glass wearers
- segment 3: average, switching with contacts
b) Which segment is Ace & Tate targeting with their product? Why?
Targeting is then done by selecting from the identified segments
segment 1: Why this segment?
- Design-driven brand — Ace & Tate positions glasses as a fashion statement, not
only a medical product.
, - Affordable premium pricing — fits customers who want stylish design and high quality
without luxury prices.
- Sustainability focus — recycled acetate frames and transparent production appeal to
eco-conscious consumers.
- Omnichannel experience — online try-on tools and modern retail stores attract
digital-native urban customers.
- Variety and frequent switching — appeals to users who treat glasses like accessories
and buy multiple frames.
=> So Ace & Tate is targeting lifestyle-driven, style-conscious urban consumers who
value design, sustainability, transparency and accessibility.
Question 2: perceptual map
Create a two-dimensional perceptual map for Ace&Tate. Use service level and price as the
two dimensions.
Where would Hans Anders fit in?
Where would your local optician fit?
What would be other relevant dimensions to plot for this industry?
Perceptual mapping:
Ace&tate: low price high service level
competitor Hans Anders: low price low service
local stores: high price high service
other dimensions: design, local vs international,
branded vs private (offering),...
Question 3: Customer joruney
a) Define and sketch the customer journey for a customer of prescription glasses from
Ace & Tate
define:
From which perspective should you make a customer journey?
→ inside out: “At what time do we get in touch with the customer?”
→ outside in: “When can we respond to customer needs?”
sketch: what does the consumer experience
→ pre-purchase: start far in advance of
starting point: eg. you don’t like your glasses anymore, you realise you can’t see well,
you might think of buying glasses
→ awareness:
touchpoints:
- Online ads, social media (Instagram, TikTok)
Question 1: STP
a) Based on which segmentation criteria would you segment Ace & Tate's market?
Why?
Segmentation consists of forming groups in the market of people who are alike
BUT! Customers who look the same do not necessarily have the same behaviors or
needs!
segmentation criteria:
profile:
- variables: rural vs urban, age, income
- segment 1: urban,20-45, average
- segment 2: urban, 40-60, high
- segment 3: rural, 20-45, average
psychographic:
- variables: health focused or not, fashion oriented or not, eco minded or not
- segment 1: health focused, fashion oriented, eco minded
- segment 2: no health focus, not fashion oriented, average
- segment 3: health focus, not fashion oriented, eco minded
behavioral:
- variables: use of multimedia / tech savvy, glasses usage: wearing glasses
only vs switching with contacts vs backup glasses
- segment 1: more than average, full time glass wearing, open for multiple
frames
- segment 2: average, full time glass wearers
- segment 3: average, switching with contacts
b) Which segment is Ace & Tate targeting with their product? Why?
Targeting is then done by selecting from the identified segments
segment 1: Why this segment?
- Design-driven brand — Ace & Tate positions glasses as a fashion statement, not
only a medical product.
, - Affordable premium pricing — fits customers who want stylish design and high quality
without luxury prices.
- Sustainability focus — recycled acetate frames and transparent production appeal to
eco-conscious consumers.
- Omnichannel experience — online try-on tools and modern retail stores attract
digital-native urban customers.
- Variety and frequent switching — appeals to users who treat glasses like accessories
and buy multiple frames.
=> So Ace & Tate is targeting lifestyle-driven, style-conscious urban consumers who
value design, sustainability, transparency and accessibility.
Question 2: perceptual map
Create a two-dimensional perceptual map for Ace&Tate. Use service level and price as the
two dimensions.
Where would Hans Anders fit in?
Where would your local optician fit?
What would be other relevant dimensions to plot for this industry?
Perceptual mapping:
Ace&tate: low price high service level
competitor Hans Anders: low price low service
local stores: high price high service
other dimensions: design, local vs international,
branded vs private (offering),...
Question 3: Customer joruney
a) Define and sketch the customer journey for a customer of prescription glasses from
Ace & Tate
define:
From which perspective should you make a customer journey?
→ inside out: “At what time do we get in touch with the customer?”
→ outside in: “When can we respond to customer needs?”
sketch: what does the consumer experience
→ pre-purchase: start far in advance of
starting point: eg. you don’t like your glasses anymore, you realise you can’t see well,
you might think of buying glasses
→ awareness:
touchpoints:
- Online ads, social media (Instagram, TikTok)
