There are many ways to segment a market. But all of this segmentation are not equally effective. For example: when buyers of table salt markets that could be divided into blonde & brunette customers but here, this buyers hair color doesn't affect the table salt.
Moreover, when all the buyers buy same amount of salt each month & willing to pay same amount of price then this segmentation would not be benefited.
So, to be useful effective segmentation, markets must be -
1. Measurable: It measure the markets size , purchasing power & profiles of the segments.
2. Accessible: This segments can be effectively reached & served.
3. Substantial: Here, markets are so large & profitable to serve.
4. Differentiable: Different marketing mix & programs are found here. For example: men & women are respond similarly to marketing efforts for soft drinks.
5. Actionable: Effective segmentation are designed for attracting & serving the segments.
Moreover, when all the buyers buy same amount of salt each month & willing to pay same amount of price then this segmentation would not be benefited.
So, to be useful effective segmentation, markets must be -
1. Measurable: It measure the markets size , purchasing power & profiles of the segments.
2. Accessible: This segments can be effectively reached & served.
3. Substantial: Here, markets are so large & profitable to serve.
4. Differentiable: Different marketing mix & programs are found here. For example: men & women are respond similarly to marketing efforts for soft drinks.
5. Actionable: Effective segmentation are designed for attracting & serving the segments.
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