One size fits all is not true for segmentation, you need to identify the different segments and target/cater to the segment which is the most suitable for your product/service, A single product cannot cater to the all the segments, you need to differentiate and position your Product/service according to what the segment needs, Marketing is all about identifying your target segment and catering to those specific target segments effectively, Companies providing different services generally alter the service or modify the service according to the target segment needs, yesterday while going through my college notice board I saw an advertisement of Safexpress (one of the leading logistics company in India), Campus 2 home was the new service which they were offering to the students who were shifting their luggage after the completion of course,
Product/service: Campus2home,
Service delivered: Shipment of your luggage, belongings from Campus to your location.
Target segment: Top 100 B-schools and other premium institution
Positioning: Hassle free transfer and a one stop solution.
They have tied up with IIM’s and other major colleges for business, in today’s competative world you need to identify the segments or potential segments and design your product/ service accordingly. There are many segments which are untapped in India and there lies a huge scope for marketers to develop their businesses.
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