As a business, you need to be where your customers are coming from, and you’ll want to research where your customers live to make sure that your business is well-placed. There are three critical components that can help to successfully fill a new geographic market Know your customer before you go Clearly define a strategy and plan Don’t underestimate the value of digital As a business, you need to be where your customers are coming from, and you’ll want to research where your customers live to make sure that your business is well-placed. There are three critical components that can help to successfully fill a new geographic market Know your customer before you go Clearly define a strategy and plan Don’t underestimate the value of digital

1. Managing Brands over
Geographic Boundaries
and Market Segments
Maham Rafi

2. Geographic Boundaries and Market
Segments
 Companies are focusing on regional markets in an effort to counter
globalization. In this regionalization, companies focus on geographic
locations treating them as market segments.
 The reason why companies are employing a regional approach is that
mass markets have to cease to exist, as diversity in form of culture;
demographics, etc. are in the forefront.
 For example, Pepsi has created four regions within USA to focus on
individual market segment and designing a marketing program because
a typical large US city has Asian, Hispanic and African American
population

3. Identifying New Geographic Location
As a business, you need to be where your customers are coming from, and
you’ll want to research where your customers live to make sure that your
business is well-placed.
There are three critical components that can help to successfully fill a new
geographic market
Know your customer before you go
Clearly define a strategy and plan
Don’t underestimate the value of digital

4. 1. Know your customer before you go
Before stepping into a new market, stand in their shoes and see through the lens of the
people. This is the foundation for any successful transition. Without audience
understanding, you will fail.
2. Clearly define a strategy and plan
Based on the new customer, develop a comprehensive strategy adjusted for new
nuances. Identify entry points, choose channels, develop messaging that will create
resonate with the right people, and ultimately drive in-store visits.
3. Don’t underestimate the value of digital
It’s not about public relations, it’s about personal relationships. Rely on digital to obtain
brand awareness and pre-market expansion so you’re well positioned before the store
even opens.
Identifying New Geographic Location

5.  To build a solid foundation for your business, you must first identify your
typical customer and tailor your marketing pitch accordingly.
 Targeting a specific market does not mean that you are excluding people
who do not fit your criteria.
 Target marketing allows you to focus on a specific market that is more
likely to buy from you than other markets.
Selecting New Market Segments

6. With a clearly defined target audience, it is much easier to determine where
and how to market your company. Following are the points that help to
define a target market.
Check out the competition
Choose specific demographics to target
Select the psychographics of your target
Evaluate your decision
Selecting New Market Segments