5 Essential Criteria for Developing a Target Market Segmentation Strategy
Market segmentation is crucial to business success which is why it is practiced by most business organizations to streamline their marketing initiatives. Market segmentation is the process of dividing the target market into specific sub-segments to devise tailored marketing strategies that appeal to each group. Here’s a list of the top five essential criteria that may be useful when planning your company’s target market segmentation strategy:
Accessibility: While demarcating a market segment it is essential to consider how it can be accessed and whether it lies within the capabilities of the company. This is the most crucial criterion which cannot be overlooked as different segments respond differently to marketing strategies.
Quantifiable: It is necessary to identify the size of the market in terms of volume of sales to a certain degree of accuracy so that the strategies can be developed to suit the individual market needs.
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Substantial: To avoid spending on extensively large market segments with negligible spending power, it is crucial to gauge every market segment based on their viability.
Actionable: Every market must have a practical value such that its characteristics are easily quantifiable.
Differentiable: Defining the differences between market segments is essential to implement a marketing campaign, products, and marketing tools, without being overlapped.
Client’s Background
The client is a leading manufacturer of healthy drinks.
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Predicaments Faced
To reach the intended target audience, the client- a leading manufacturer of healthy drinks wanted to outline a business plan for delivering high-quality products coupled with solid customer service. Also, owing to the high sales cost, revenues were not ramping up as desired this, in turn, prompted them to approach us for developing a robust market segmentation strategy.
Our approach
The market segmentation experts at Infiniti Research divided the healthy drinks market into various segments before targeting the key segments with high potential. The initial phase of this market segmentation engagement involved detailed market research to understand every segment within the healthy drinks market. A target market segmentation strategy was then developed to capitalize on the high potential market segments.
Business Impact
The implementation of the devised target segmentation strategy empowered the healthy drinks manufacturer to make precise business decisions that aligned with the market segmentation strategy, their capabilities, and resources.
This in-depth market analysis helped uncover insights on:
- Developing new products
- Generating sales leads
- Implementing new marketing initiatives
Today, market landscapes change faster than ever, so if you haven’t segmented your market, it’s probably time to review and update the criteria for market segmentation and revisit the target-market decisions. Request information to find out how we can help you.
