Can you take market segmentation too far?

Sunday, February 14, 2010 Posted in Business, News, Seeker

I know that you’re supposed to segment your target market, defining exactly who you are targeting in order to make your offering irresistible to the chosen few.

But can you take it too far?

L’Oreal are obviously full of very intelligent marketing people but after seeing this Shampoo for “Mid to Long, Fine Hair, that turns Greasy” I wondered if that might be TOO specific.

Maybe I should start offering PR photoshoots for “Businessmen in their late 50′s who are carrying a few extra pounds, losing their hair and dreaming of their youth” or “Business owners, late 30′s, in sharp suits, planning on building a business empire before they’re 50″.

This might be too specific?

Perhaps a wedding package for “Brides, size 12-14, mid-length, auburn hair, with 2 or more bridesmaids”?

All I know is that I won’t be using this shampoo as it’s not for “Short to Very Short, receding hair”.

I’d love to see comments from all of you marketing people.

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2 comments

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February 14, 2010 - 11:02 am

John Moyce - Hi Steve
Interesting observation – obviously the L’Oreal is one of a set and when we look at case studies if they fit “your” profile then “you” pick up the product in a far higher % than just generalised.
Be interesting to see how much product sales this generates, of course we won’t know unless they keep it on the shelves.

As for your segmentation think that takes it a bit far, with your first segment way under the rib cage – if it could be found.

Be a good strand for “Photograher Specialising in unusual Weddings” sky diving, scuba, up a mountain, wing walking – you know your worth it!
Cheers
john

February 25, 2010 - 7:28 pm

Linda Parkinson-Hardman - I see what you mean about the shampoo packet Steve. I have to admit that I’m becoming more sceptical of advertising by the day and find that I disbelieve almost everything I hear on the radio or the TV, simply because I cannot believe how it applies to me any more.

There was a time when advertisers thought that their audience might actually have a little intelligence, but that has gone out of the window and I find that I’m irritated by the way they usually talk down to the viewer, as if we aren’t able to make up our own minds.

But, back to the comment you actually made. As we discovered yesterday, being specific works (in some areas), as long as you aren’t patronising – in my humble opinion of course :-)

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