Segmentation Strategies

Segmentation Strategies

The 4 segmentation strategies:

Behavioral: The process of dividing the total market into smaller homogeneous groups based on customer buying behavior. Groups are organised on the basis of buying patterns of customers such as brand loyalty, usage, during any occasions and benefits needed.

https://www.mbaskool.com/business-concepts/marketing-and-strategy-terms/2542-behavioral-segmentation.html

Psychographic: Used to group prospective, current or previous customers by their shared personality traits, beliefs, values, attitudes, interests and lifestyles. These characteristics maybe observational or not.

https://www.directivegroup.com/digital-marketing/strategy/market-segmentation/psychographic

Geographic: Common strategy when you serve customers in a particular area, or when your broad target audience has different preferences based on where they are located. 

https://smallbusiness.chron.com/examples-geographic-segmentation-61612.html

Demographic: this is market segmentation according to age, race, religion, gender, family size, ethnicity, income and education. Helping brands target their audience more easily. 

https://study.com/academy/lesson/what-is-demographic-segmentation-in-marketing-definition-advantages-disadvantages.html

When looking at segmentation strategy's I think demographic and geographic apply the most to Dolce and Gabbana. Because demographic is splitting the market into different groups which Dolce and Gabbana do as they have a certain target market that is said to be 15-25 years old women which is them splitting it into groups of age to suit who they think will buy their products. When looking at geographic segmentation, I think this applies to D&G as  their stores aren't accessible to everyone because of their locations. As they have a stores in London which is also where some of their competitors are as well as London being a place with more elite people with more disposable income.