Identifying who to influence through

market segmentationCreated by Ariel M Raymon

What is Market Segmentation?

Traditional Variables

Demographics

Behavior-Related

Variables

Geographics

Psychographics

Traditional Variables

Demographics

Behavior-Related

Variables

Geographics

Psychographics

Bike to Work Day

Cathy

Potential Market Segmentsfor an HIV/AIDS campaign

• Women in Mexico whose husbands work in agricultural camps and have unprotected sex with prostitutes.

• Men ages 30-40 in Botswana who have more than 5 sexual partners , only one of whom is a steady girlfriend –the one they don’t have protected sex with.

Macro Segmentation isproblematic because

it assumes a “one size fits all”

strategy.

Local Suppliers

Local Distributors

Intended Use Creative Use

Microsegmentation evaluates the needs

of individual segments.

Total US HIV/AIDS CasesNYC HIV/AIDS Cases

Total US population (millions)

NYC Population (millions)

The Case for Microsegmentation

The Case for Microsegmentation

The Case for Microsegmentation

Segmentation strategies vary depending on the

change agent.

Industry Sector Segmentation Focus

Government

Demographics Geographics

Non-Government Mission Critical Factors

Business Product Sales and Use

The social issue matters too.

The social issue matters too.Stage of HIV/AIDS

Risky Behavior

Diagnosis But No Treatment

• 4 traditional variables• Focusing on micro-marketing • Tailoring segmentation according to the

change agents• Strategies depend on the social issue itself

Review