In this case, they would design differentiated marketing strategie

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Differentiated segmentation strategies Differentiated market segmentation, on the other hand, is based on selecting two or more specific market segments . It is a strategy used by companies that sell a product to two or more differentiated segments, such as, for example, an appliance company specializing in video games and refrigerators. s. In order to carry out this strategy, the company must have the necessary resources, since it increases costs considerably. Custom segmentation strategies Initially, this strategy considered each type of consumer as a segment with the aim of creating totally personalized marketing campaigns .



Many companies still do this, such uae phone number list as some appliance brands that are able to customize the features of their devices depending on what each potential customer wants (a refrigerator with a water and ice source, as well as a larger freezer, for example). However, as time goes by, this segmentation strategy is managing to bring together more users in a segment and maintain the level of personalization thanks to the definition of buyer personas. Concentrated segmentation strategies Although the company identifies several relevant segments, given the inability to satisfy them all correctly, on this occasion it focuses only on one market segment or a few (depending on existing resources) .



Returning to the example of the appliance company, if it sees that it does not have sufficient resources to create strategies for all its products, it will focus on those segments in which it sees that it can obtain the most benefits. Perhaps these are the segments interested in refrigerators or televisions. On the other hand, it must be taken into account that this is a very risky segmentation strategy because the users of the segment on which it is concentrated may experience changes in their needs or the entry of a new competitor.