The article "Rediscovering Market Segmentation" talks about firms trying to target certain audiences within the market. Each market is divided up into groups basically segments of people who fit certain demographics. For example; females, age 18-25, in college, who exercise regularly, watch their weight might be a segmented target audience for Special K products. All firms have a target audience but sometimes the audience they are hoping to capture isn't as willing. There have even been cases where products were unintentionally targeted at the wrong audience, in other words it was note used for what it was intended for.
"THE MILLER LITE ADS featuring mud-wrestling supermodels certainly impressed the young, male segment they were intended to reach, but sales did not increase."
This is one example of a target audience who was not too keene on buying the product. One thing that has to be considered is the groups ability to buy a product or even if they like it to begin with. The Miller Lite might not be a product that younger men resonate with because it is a lite version, it might be something women would be likely to drink.
- What happens if the segmented group is too specific?
- If the product is only for a small group of people?
- How do you market in this case?
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