What Is Market Segmentation?

Segmentation is about reaching different markets with various products to satisfy a different class or category of people. It's like dividing Pakistan into different market segments in terms of different cities like Karachi, Islamabad and Lahore and then catering to the needs of each of these separately. It helps in coming up with a different marketing strategy for each of these segments. It helps utilize resources efficiently and marketing is all about catering to needs of different people which can't be done effectively without segmentation. You can't be everything to everyone but you can be something to someone. That is exactly what segmentation allows marketeers to do, provide people with what they need and focus on a particular segment rather than a whole lot of people with varying needs. When there's focus it brings out the best in you. Even niche marketing is possible with segmentation, that is catering to a particular segment that has not been flooded with big giants in the field. Segmentation comes before you plan the four P's of marketing and it is absolutely the cornerstone of a successful marketing campaign.