Effective Segmentation Criteria

Mot Jill segmentation schemes are useful. For example, table sail buyers could he divided into blond and hmneiie customers, but hair color is undoubtedly irrelevant <o the purchase of salt, Furthermore, if all salt buyers buy ihe saun; amount of salt each month, believe all salt is the same, and would pay offly one price for salt, this market would he minimally segmenta ble from a marketing point of view.

To be useful, market segments must rate favorably on five key criteria:

Measitr/ibic. The size, purchasing power, and characteristics of ihe segments can be measured,

. Substantial* The segments are large and profitable enough to serve. A segment should be the largest possible homogeneous group worth going after with a tailored marketing program. It would not pay, for example, for an automobile manufacturer to develop cars for people who are under four feet tall.

Accessible, I lu- segments can he effectively reached and screed.

Hifjrreulutbk'.'Ww.' segments areeoucepltiallv distinguishable tnid respond differently to different marketings Ik elements and programs, if married and unmarried women respond similarly toa sale on perfume, they do not constitute separate segments,

Actioimbie. Infective programs can be formulated for attracting and serving the segments,

Continue reading here: Devising a Branding Strategy

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