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Depending upon your segmentation task you may need just to complete steps one to three below, or
you may need steps one to six – so check what is required first.
(Note: The full nine steps of segmentation, targeting and positioning are discussed in the STP
process section if further information is required.)
As shown in the following diagram, we need to split out the overall broad market (retailing) into its
various sub-markets (such as, supermarkets, specialty stores and so on).
We can also further define some of these sub-markets (if they are still too broad) as is shown for
specialty stores below.
And finally, we need to determine the market’s geographic boundaries. It this case a list of
possibilities has been provided in the figure.
Let’s pick the UK; so our defined product/market is book retailers in the UK.
Now we have chosen the segmentation variables, we can use a segmentation tree structure to help
map out the segments, as shown below. Other examples for segmentation trees can be found
in how is market segmentation actually undertaken.
As you can see, five different segments have been created by applying these segmentation
variables. In the first stage, a broad demographic split has been used (to create children, young
adults and older adults segment). The two adult segments then have a behavior variable applied to
them (whether they enjoy shopping or just like to get in and out quickly).
Remember that are many ways to segment the same market. Provided that the segmentation
variables have some logic to them, most outcomes should be quite acceptable.
Children
Young adults (18-40 years), who enjoy the shopping experience
Young adults (18-40 years), who are functional/convenience shoppers
Older adults (40+ years), who enjoy the shopping experience
Older adults (40+ years), who are functional/convenience shoppers
Please see the article on market segmentation examples, as well as the list of market segment
ideas.
To do this, you need to quickly assess the segments against a checklist of factors. This is discussed
in more detail in criteria for effective segmentation. Basically, all that is required is to list the
evaluation criteria and to provide a supporting comment, as is demonstrated in the following table.
If, on occasion, the segments that you have created don’t appear to meet the evaluation criteria,
then simply revisit step two and change the segmentation variables that you have selected.
Heterogeneous Assumes that age groups vary in needs, which is likely in this market
Actionable/practical The firm has the capabilities to market to each segment, if required
Responsive Each market segment should respond better to a distinct marketing mix,
rather than a generic offering
KEY MEASURES
CONSUMER BEHAVIOR
DESCRIPTION
Geographic spread
Demographic description
Psychographic description
COMPETITION/COMMUNICATION