Student Corner - 259
SALES PROMOTION—SEGMENTATION
We know now segmentation is dividing
customer-population into some categories so that we can rightly focus on the
customer. We saw in our last session
segmentation based on age; there are other kinds of segmentation and we shall
see them later in brief one by one. In this kind of segmentation, besides age,
we have other factors that influence segmentation; they are Gender, Education,
Income and Religion.
To achieve effective focus in your
marketing efforts, gender distinction is very helpful. We know the products men
usually purchase are not bought by women; in other words, there are men-focused
products and women-focused products. This gender differentiation helps you in
marketing your products; you know your products are meant for one gender,
generally. So target is very well fixed and marketing takes into account the
target while framing marketing campaign. Of course, when a strategy is evolved
focusing on the target, it is commonly believed that the customers in a target
will have similar needs. Without this supposition, no marketing strategy can
ever be framed; we know it is well-nigh impossible to take into account all the
individual needs and then develop a strategy. It is like counting stars in the
sky. The very attempt is not necessary; but it is foolish as well; those who
have realized the basic difference between need and desire have the wisdom that
tells them not to try to list out the needs of all individuals and create a
marketing strategy.
So, segmentation takes into account the
gender also besides age. What is relevant for a baby cannot be proper for a
youth and what is meant for girls exclusively cannot be proper for boys.
Next factor that comes into segmentation
is Education. At present, the scope of education is very vast and keeps growing
as well. Here, the major segmentation may be products for Arts students like
books, dictionaries and products for Science students like lab equipment.
Engineering machineries are the need of the science students. Of course if you
are a textile businessman, you can focus on institutions that insist on uniform
both for staff and students. So, segmentation helps you in your budget ; that
is, you know where and for whom you have to focus financially and
products-wise. We realize market segmentation goes a long way in directing your efforts and money to the
right place and right persons.
We will see some more kinds of
segmentation in our next.
