Applying Segmentation Techniques for Uno Home Loan

This report focuses on applying segmentation techniques to form target audience profile for Uno Home Loan. It discusses current consumer buyer characteristics and stages of the buyer decision-making process. It also includes target market profile, positioning statement, and positioning map.

Marketing
4/6/2019
Uno Home Loan

Marketing 1
Contents
Introduction......................................................................................................................................2
Identification of current consumer buyer characteristics.................................................................3
Stages of the buyer decision-making process..............................................................................3
Target Market Profile......................................................................................................................5
Positioning statement.......................................................................................................................7
Positioning map...............................................................................................................................7
Conclusion.......................................................................................................................................9
References......................................................................................................................................10

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Introduction
The aim of the report is to emphasise on applying the segmentation techniques to form the
different target audience profile for the business that has been selected. This report is a
continuation of stage one, which includes the situational analysis of Uno Home Loans Company,
based in Australia.

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Identification of current consumer buyer characteristics
The buying behaviour of the customers involves the attitudes, preferences, attention, and
decision that are formed by the customers that can influence the making the purchase of a
product or availing the service in the market. The involvement is the embodiment of effort, time
and the enjoyment that is majorly lead by the consumer while selecting a product or services.
The company provide the early stages of property finance business in the Australian market. The
company offer a unique combination of online platforms as well as the home loan specialist in
the mortgage industry. The company offers transparency as well as the effects in the finance
market with the motive to aspire the homeowners in the market. The product or service is
possible for the long –term and according to that, the level of the involvement of customers
remains high.
This has been found that in the Australian market, customers take the long-term loan for their
houses due to which they remained engaged. In addition, while making the purchase of the loan
the customers need to check the services that they are availing to pay off the loans (Uno Home
Loans, 2019). Thus, the engagement of the customers remained high in this kind of services.
Stages of the buyer decision-making process
The set of a process is followed by the customers when they make the purchase of the product.
There are different stages that are considered while considering the buying decision-making
process: -

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The above given are the stages which are followed by the consumer while making the purchase
of the product.
 Problem recognition- In the market, it is essential to determine what the customer is
willing to purchase. In loans, the customers decide that they are required to take which
type of loan.
 Information search: - Once the customer analyses their need for the home loan, they
search for companies that can offer them these services. The customers check from where
they can get the best loan in the Australia market.
 Evaluation of alternatives: - The customers majorly evaluate the options that are present
within the market that can meet their needs. In the home loans, they check and evaluate
for the interest rate that is charged by the different institutes (Camilleri, 2018). Uno loan
offers attractive interest rates with improved services.
Problem
recognition
Information
Search
Evaluation of
alternatives
Purchase
Post
purchase

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 Purchase: - Once the alternative is evaluated, the customers make the final step in which
they decide from whom they require to take the loan.
 Post-Purchase: - Once the purchase is done by the company then they take the final
steps towards it. In Loan, the customers evaluate how the services of Uno help the
customers.
Target Market Profile
The target market is the group of customers to whom the company target with the motive to
provide the services (Venter, Wright and Dibb, 2015). Uno Company decide the target market
profile based on the different segments, which include -
Market segmentation Attitudes
Demographic segmentation Age, race, religion, income and many other
factors
Psychographics segmentation Beliefs, values, lifestyle, and many others
Geographic segmentation Particular area, region, and many others
Behavioural segmentation Customers pattern, loyalty, benefits, needs and
many others (Camilleri, 2018).
Uno Company makes use of the multi-segment targeting strategy in which the different segments
are targeted. The company majorly targets the people who want to home loan to complete their
mission. The target segments, which are considered, include first-time homemakers, who have
the profession of making a home, banks, and others. The company target different customers of

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diverse age group with the attitude of taking a risk and believe that home loan is better than
another mode. The target segments that are included are not limited to the geographic location.
The below section include the target market profile of the customer with a detailed explanation
of the customers based on the two variables of each segment (Management Study Guide, 2019).
Behaviours
 First-time homeowner
 Person prefer loan
comparing it with the other
modes like savings
Name- John Davidson
Demographics
 Lives in Australia
 Adult (20-30 years)
 Doing job
Geographic
 Prefer to take the loan from
the local market
 The loan can be taken for
any regions or other.
Psychographics
 Beliefs that home loans are
the best way to raise funds
 Risk-taking attitude

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Positioning statement
The positioning statement of the company can be Uno Company is to beat the online home loan
system by offering simple, transparent, as well as remarkable experience to its customers in the
market.
This statement shows that the company provide the home loan system in the simple and
transparent services that can contribute effectively in enhancing the experience of the customers
in the Australian market (Uno Home Loans, 2019). In addition, this has been found that the
company maintain the unique combination of online platforms with a home loan specialist in the
industry of Mortgage. The company offers efficiency with the transparency in the market of
finance for the aspiring homeowners present in the market of Australia.
Positioning map
The positioning map is the diagrams that are drawn for representing the perception of the
customers towards the business that is based on quality, price, and other related benefits. Uno
found that currently, the company has a different number of competitors who provide the same
types of services in the market. The major competitors of the company include AMO home
Loans and Aussie Home loans (Freebairn, 2018).

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Low Service
Quality
High Service
Quality
High Cost
Low cost
Aussie Home
loans
AMO
Home
Loans
Uno Home
Loans

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Conclusion
At the end of the report, this can be concluded that the Uno Home Loan target market make use
of the multi-segment strategy which is based on the different segments. The buying behaviour of
the customers has been an analysis that shows that purchasing decision of the customers
fluctuates. In addition, the positioning statement of the company is determined based on the
services offered by them in the market.

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References
Camilleri, M.A. (2018). Market segmentation, targeting and positioning. In Travel Marketing,
tourism economics and the airline product (pp. 69-83). Springer, Cham.
[https://www.researchgate.net/publication/319085560_Market_Segmentation_Targeting_
and_Positioning]
Freebairn, P. (2018). Competition into the Australian Financial System. Policy Director.
[http://www.ausbanking.org.au/images/uploads/ABA_Competition_into_Financial_Servi
ces.pdf]
Management Study Guide. (2019). Difference between Market Segmentation, Targeting and
Positioning. Retrieved from: https://www.managementstudyguide.com/marketing-
segmentation-targeting-positioning.htm
Uno Home Loans. (2019). About us. Retrieved from: https://unohomeloans.com.au/about-us/
Uno Home Loans. (2019). Customer Stories. Retrieved from:
https://unohomeloans.com.au/customer-stories/
Venter, P., Wright, A. and Dibb, S. (2015). Performing market segmentation: a performative
perspective. Journal of Marketing Management, 31(1-2), pp.62-83.
[https://pure.coventry.ac.uk/ws/portalfiles/portal/11483685/Performing.pdf]