Marketing distinguishes between micro and macro segmentation. Let's start by looking at the latter.
Macrosegmentation
Macrosegmentation is the division of the product market into segments based on customer needs. This breakdown is performed based on the following factors:
Existing problems and needs of customers.
Target consumers of the products under consideration.
Ways to solve identified problems or meet identified needs using this product.
The process of macro-segmentation vnpay database comes down to three sequentially performed stages: identifying customer needs, defining the interested audience, and finding solutions to the problems of this audience.
Let's take as an example a company that builds private housing. The general need here is clear - it is an improvement in the quality of life (in comparison, for example, with an apartment in a high-rise building). However, only wealthy clients can invest in building their own home. As a rule, these are busy people with business qualities and who value their time. Especially for this segment of the audience, the company provides a service of full construction support at each stage of work with the formation of detailed reports. This relieves the client from the need to control everything himself.
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Microsegmentation
Microsegmentation studies the target audience (TA) in more depth. In this case, the market is divided according to certain criteria. The results of such research allow the formation of unique trade offers aimed at a narrow group of consumers not occupied by competitors.
Let's look at the example of a construction company again. Its target audience is quite broad and includes both budget-conscious and well-off clients. The first segment can be offered inexpensive standard projects. The second category will be interested in individual construction that takes into account all the preferences and wishes of this group.
Microsegmentation
The principles of market segmentation include not only the solvency criterion. The audience is divided into sections according to many other parameters.
There are several segmentation methods depending on the type of target client and the nature of the process:
Into the depths The initial audience is gradually narrowed to a group interested in a specific product (for example, from drivers of all vehicles to a group of budget compact cars)
In breadth The initial audience is expanded depending on the scope or purpose of the product (example: consumers of professional speed skates, skating enthusiasts, all target audience categories for speed skates)
Pre-segmentation All possible segments for a given market are explored
Final segmentation Optimal market sections are identified for which the company's market strategy will be formed