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Market Segmentation Checklist

 

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Market Segmentation Checklist Breaking down a broader market into segments is the right way to select the right target market for various brands. Use this Market Segmentation Checklist to find out what steps you can take to divide your market into segments and focus on promoting your products in targeted segments.


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Set Segmentation Criteria.

  • Demographic:
    • Gender
    • Age
    • Marital status
    • Presence of children
    • Household income
    • Financial strength
    • Education
    • Occupation
    • Race/ethnic group
    • Religion
    • Language
  • Geographic:
    • Country
    • State
    • Region
    • City or town
    • Population density
  • Psychographic:
    • Independent or dependent
    • Extrovert or introvert
    • Leader or follower
    • Conservative or liberal
    • Religious or non-religious
  • Consumer Behavioral:
    • Types of products/services purchased
    • Specific channels of purchasing products/services
    • Rate of purchase
    • Method of purchase
    • Frequency of product usage
    • Product benefits expected

Choose Right Segments.

  • Start investigating market segments that you have defined by using the criteria mentioned above
  • Focus only on those segments that  meet the mission of your company
  • Check if a segment is large enough to support your business objectives
  • Analyze competitors per segment and determine whether you can potentially be a leader
  • Determine whether a segment shows signs of growth
  • Analyze your company’s capabilities to determine whether it has all necessary resources, expertise, and knowledge to service a market segment
  • Determine how your product can be positioned in a segment
  • Choose right market segments for your company

Develop a Marketing Strategy.

  • Identify your target audience
  • Define the overall market trend and how you can follow it in terms of your market segments
  • Conduct market research to understand more about the needs, tastes and habits of your prospects
  • Consider developing a customer-focused strategy based on great customer service
  • Investigate and identify the problems your customers face; use this data in generating solutions
  • Evaluate your company’s  products and determine what innovations and improvements may be required
  • Define your customers’ price expectations in terms of value, quality and service
  • Set sales development objectives
  • Conduct marketing surveys to gather and investigate all information about your competitors, so you can rank your business against them
  • Plan your sales better through identifying your competitors’ sales pitch
  • Improve your pricing policy (e.g. through optimal discount rates)
  • Choose types of advertisement for your marketing strategy
  • Identify unique selling positions (USP) that will be included in your advertising message
  • Choose a model of advertising (e.g. AIDA, AIDMA, ACCA, etc.)
  • Select distribution channels that.....


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