Developing a Segmentation Strategy

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Developing a Segmentation Strategy

The process involves identifying a group of consumers that are,

• are not being served properly e.g. Fairness cream for men
• are large enough, or growing by size e.g. single parent households or dual income couples.
• which are most likely to be benefitted by the brand e.g. baby food for working mothers

Following are some useful strategies

Priori Segmentation

Involves the segmentation is on the basis of age, gender, income, geographic location, usage, brand loyalty etc

Benefit Segmentation

It is done on the basis of important attributes such as sensory segment, sociables, worriers, independent Segment etc.

Empirical Segmentation

The segmentation is done on the basis of lifestyle or Psychographics and culture and ethnic subculture. According to value and lifestyle topologies, the groups that can be formed are,

• Innovator
• Thinkers
• Believers
• Achievers
• Strivers
• Experiencers
• Makers
• Survivors

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