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1. Making A Good Market Segmentation Strategy

2. Marketing is the art of knowing how to sell a product
and getting it directly to the hands of the consumers. Of
course in order to do this, one has to know which group
of customers he should actually zoom in on. The art of
determining which group of people a marketer should
push his product to is the art of making a market
segmentation strategy.

3. In order to develop good strategies, a marketing person
should always first consult the Maslows Hierarchy of
Needs because this will be his basis on what kind of
people he must target for his product. The levels of this
hierarchy are the basic needs, safety needs, belonging,
self esteem, and of course self actualization. The
product that will be sold must fall into either one of
these categories of needs and it is up to the marketer to
determine which one.

4. These categories will give one an idea on what he is
going to sell. With regard to the hierarchy, one can
actually relate the needs here to the type of products
that are being sold in the market. For example, the
survival needs are provided by the convenience
products, the self esteem or actualization needs will be
covered by the luxury items, and so on and so forth.

5. Once one has already defined what category his product
fits in, then it is already very easy to know what group of
people to target. The first thing to look at in a group of
people would be the basic demographics. The most
basic contents of demographics would be the age,
gender, social class, and of course ethnicity.

6. By going deeper, this means that the marketer has to
analyze the the movements of the customers in order to
know how they work. In order to do this, he has to
determine the psychographics to know the cluster of
behavior patterns. A marketer has to take a close look at
how the consumer behaves, where he likes to go, and
what he likes to do.

7. Brand loyalty is also a very important aspect of
marketing that can be solved by the use of good
segmentation. Now through the psychographics, one can
now take a closer look at how each consumer behaves.
The marketer will be concentrating on how the
consumer behaves with regard to the product like how
many times the consumer uses it, if he buys it all over
again, and how he reacts to the price.

8. Through this process, it is now possible to make great
strategies. The four Ps of marketing will be at work here
now because these concepts will be the one that will
mix up all the above concepts. From there, a lot of
things may now be implemented.

9. So as one can see, making a market segmentation
strategy not only takes a look at the consumers but also
at the product. Basically, one has to take a look at the
product then the specific customer that should be
serviced. It is a process that goes from broad to specific.

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