A Successful Segmentation

Unfortunately we can’t tackle the whole world
with a product launch.
It is simply too large for our resources.
So we segment and
target that slice of the population.

What determines a successful segmentation?
Sultan Kermally in Gurus On Marketing advises
“For segmentation to be successful,
it is important for a segment to be
large enough for it to be profitable;
distinct enough to differentiate;
homogeneous enough to prepare a marketing plan
and
measurable to determine
the effectiveness of marketing.”

I usually start with the first,
size for profitability.
It is easiest to measure
and is an absolute must.