Speakgoggle G33 Intercom – Segmentation

The speakgoggle G33 Intercom created by Buhel is an innovative and unique product that enables the user to stay connected at all times. Not only can the goggles connect to your cellphone over bluetooth to make calls but it can play music and connect the user to multiple speakgoggle users who are 500m away. In regards to Buhel’s marketing strategy, it is clear that they focused on multiple segments:

• Geographic Segmentation: Not only did they target urban areas but also mountainous areas. The product was specifically designed to help people stay connected not only at work but also out in the mountains where individuals enjoy leisure time outdoors. The product can function at extreme conditions (between -30 degrees and -45 degrees).
• Demographic Segmentation: The Speakgoggle targets both males and females. The product is affordable for the average middle class family which increases its divisibility (affordable pricing enables people to try the product).
• Psychographic Segmentation: This product is geared towards people who have a common lifestyle. The Speakgoggle is best suited for individuals who lead an active lifestyle, who are athletic and enjoy the outdoors. This product suits individuals who have outgoing and adventurous personalities.
• Behavioural Segmentation: Convenience is the primary benefit that comes from this product. Buhel did a fantastic job of recognizing the need for a product that has multiple useful functions all packaged together. The goggles protect the eyes from glare and snow, allow the individual to communicate at any point in time without the hassle of fumbling with your cellphone (reduces chance of damaging and losing the phone), controls music, controls incoming and outgoing calls that are easy to initiate even when skiing down slopes and even allows one to communicate with other fellow skiers (the goggles can interface with six other pairs directly for group conferencing). In addition, the microphone that is integrated in the goggles picks up vibrations when you speak through the facial bone and eliminates noise. The Speakgoggle is the ideal product for those who enjoy their outdoor sports (especially winter sports).

The commercial makes you want to own the product if you are an avid skier looking for convenience. Buhel clearly wanted to show the product in action and reveal an image of what the person looks like when using this sophisticated technology.