Market segmentation

Whether your company is at a favorable profitable market, it should and MUST embrace Market segmentation as it entails the way towards partitioning a market of potential clients into sections, given various qualities. The parts are made of purchasers who will react similarly to promoting systems and who share attributes, for example, comparable interests, needs, or regions.

By use of segmentation marketing strategy, your organization will experience a higher return on the value of an investment as it makes it easier to personalize your products as well as conveying product information to relevant potential buyers.

The use of efficient and effective market segmentation procedures also decreases the danger of an unsuccessful or ineffectual promoting effort.  As at the point when advertisers separate a market dependent on crucial qualities and customize their systems based on that data, there is a higher possibility of progress.

Basic types of market segmentation.

Before your organization settles for market segmentation strategy, you should consider the available customs, believes, demographic composition, as well as geographical setting.

The most common types include;

  • Demographic segmentation; is one of the most well-known and usually utilized kinds of market division. It refers to factual information about a group of individuals. Such as age, gender, education level, family status, and race.
  • Psychographic segmentation; your organization classifies customers by factors that relate to their traits and characteristics. Such factors include Personality traits, Standards, Attitudes, Interests and Lifestyles
  • Behavioral segmentation; expects you to think about your client’s activities. Such as spending habits, product taste, and fashion, buying patterns, and social status.
  • Geographic segmentation; considered as the most straightforward and more accessible way of marketing as customers are grouped based on regional borders. Examples include city, region, and country.
  • Benefit Segmentation; your organization divides the market based on what a product will do rather than on user features.
  • Volume Segmentation; your organization considers the amount of the product purchased. 


For your strategy to be seen as being effective it must be;

  • Suitable: The division must generally have speaking reasonableness with the company’s unique and external circumstances. It must suit with assets, destinations, and strategies of the firm. 
  • Significant: be able enough to legitimize an organization’s promoting activities.
  • Have Satisfactory Demand: Every section must be capable and ready to purchase the organization’s offers.
  • Availability: The division ought to be with the end goal that a firm can meet and serve various sections proficiently.
  • Activity capacity: The division must allow an organization to take fundamental activities viably.

Pros and cons of market segmentation.

Adequate use of market segmentation procedures in your organization not only is beneficial to development but also exposes some challenges in your organization.


  • The organization can spot new ventures. You can look at the necessities of each section and decide to what degree the present contribution satisfies these requirements.
  • With the assistance of information about various sections, you can distribute merchandise depending on client reaction to different advertising instruments.
  • Your organization can adjust administration and to suit the objective section.
  • Segmentation encourages setting up of possible selling targets and needs.
  • The management can distinguish new productive fragments which merit exceptional consideration.
  • It is conceivable to manage competition all the more successfully by utilizing assets more adequately.
  • You can guarantee appropriate assistance for each market section.


  • Segmentation increases costs. At the point when your firm endeavors to serve a few market fragments, there is an expansion of items. The cost of creation ascends because of shorter generation runs and item varieties.
  • More extensive stock must be available to cater to different segments. 
  • Promotion and circulation channels increase when separate programs are used for various market fragments.

                     Market segmentation marketing and advertising tips.                    

Market segmentation shouldn’t be complex to be beneficial but should be easier to execute based on your organizations’ composition and available resources. There are five essential steps of adequate and appropriate segmentation, and this includes. 

  • Do direct preliminary research to know and understand your market better.
  • Decide how to Segment your market and examine what you need to section your market.
  • Structure your study to make your inquiries quantifiable.
  • Analyze your reactions, either physically or with factual programming, to make your sections.
  • Evaluate your fragments to make sure they are usable and accommodating.

With this  in consideration, then your organization should carry out marketing of various segments by;

  • Use of social media platforms to convey product information and its availability in a particular market.
  • Employing adequate and skilled salespeople in the field to market a specific product in the market.
  • Price diversification i.e., charging different prices at different segments of the market.

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