THE IDEA OF MARKET SEGMENTATION FOR COMPETITIVE BRANDS, BRAND POSITIONING, AND CONSUMER BEHAVIOR:

Market segmentation is an approach to canonical correlation analysis. Market segmentation is one of the crucial marketing strategies being adopted in industrialized countries. Its agenda is to acknowledge and depict various marketing segments or the set of potential buyers which would then become the main focus and target for the organization’s advertising plans. The idea of marketing segmentation is partitioning a potential purchaser or mass market in business, normally comprising of existing organic leads and customers, into sub-segments or homogeneous groups based on commonality, and similar attributes e.g. mutual needs and wants, common interests, or even similar demographic profiles. It is an extensive idea that pervades the practice of business throughout the world.  

IMPLEMENTATION OF MARKETING SEGMENTATION IN TODAY’S WORLD:

The intent for implementing marketing segmentation’s framework is the centralization of marketing vitality and power on the market segment. This helps in achieving a competitive advantage within the whole segment.  Centralizing and concentrating on marketing force is the core concept for every marketing strategy. This is different from the traditional approach.  Efficiently segmented customers assist in identifying potential marketing opportunities.

THE KEY PREMISES

  • In the present economy, each brand seems to target adequately to just certain segments of any market and not to the entire market.
  • Sound marketing target rely upon information on how areas which generate the most organic leads for an organization’s brands contrast in prerequisites and susceptibilities from the segments which produce the immense number of end-users for competitive brands.

When the business and marketing director comes up with the most useful pragmatic approach of segmenting his market or product, a completely new standard and parameter of his evaluations come into shape. He has a road map for the planning of his product line that should be parallel towards the demands of market, effective and successful strategies.

MAKING IT HAPPEN! A PERFORMATIVE PERSPECTIVE

A performative perspective enables the marketers to conceptualize the market segmentation and get acknowledged about the frameworks of remodeling marketing practices. The practice of marketing is viewed as an ongoing accomplishment (Kjellberg & Helgesson, 2010) that unfolds through a conversation (human) and materiality (nonhuman) dialectic (Kjellberg & Helgesson, 2006). Araujo (2007, p. 211) argues that marketing practices are performative as they create the phenomena they purportedly describe.  Recent studies in marketing have offered a performativity reading of how marketers constitute markets and marketing (e.g. Araujo, 2007; Harrison & Kjellberg, 2010; Kjellberg & Helgesson, 2006, 2007a, 2007b, 2010).

The challenge for entrepreneurial ventures is to construct market segmentation as a marketing process that can be practiced through the collaboration and combined action of organizational actors. Grouping organic customers together with the preference of comparable items, purchasing conduct, and consumer behavior help associations in managing market heterogeneity, in this manner concentrating assets on relatively homogeneous end-users sections and consequently guaranteeing an effective allotment of assets.

SPECTRUM of MARKET SEGMENTATION AND HOMOGENOUS CLASSIFICATION OF CONSUMERS FOR MARKET PRACTICE:

The spectrum discusses the integrative methodologies of classification which overcomes some of the current issues and barriers of classification approaches. The purpose behind the idea of the segmentation spectrum is to identify and recognize the smaller and precise target sub‐markets for improving business competitive advantages. Market segmentation is divided into four primary categories.

DEMOGRAPHIC SEGMENTATION FOR B2C MARKETING:          

The demographic segmentation requires the statistical assortment of the market by demographic components, for example, age, education, family size, salary, nationality and more. It is one of the least complexes and most utilize the approach in marketing sectors.

The adaptation and implementation of this phase in marketing aid us to analyze products and services the customer buys, how the product is being utilized by the purchaser, and how much the marketer has to invest to improvise his product based on statistic factors.

FIRMOGRAPHIC SEGMENTATION FOR B2B MARKETING:         

Firmographic segmentation is the grouping of business-to-business consumers dependent on the shared organization or association attributes. The practicing of such a segment assist manages marketing tactics, advertising, and sale activities by providing business insights and effective campaign strategies.

Customer buying behavior based on smaller homogeneous groups is practiced in this segment. The organization analyzed the buying pattern of a customer on the basis of brand loyalty, benefits needed, affinity towards a brand and etc. which becomes a lot easier for a company to cater to. (Sexton and Britney, 2019)

PSYCHOGRAPHIC SEGMENTATION

What if you could read the mind of your customers? And get to know what made him purchase your product? That’s what the psychographic segment wants you to understand.  This approach is towards a deep understanding of the psychographic pattern of the large proportion of your buyer’s lifestyle, social status, interests, opinions and etc. When the marketer understands this segment properly then he is able to understand the need for his product in his customer’s life and how the user perceives his company and product. (SAGE Journals, 2019)