Customer segmentation by usage – consumer example

differentiation, Marketing, mindset, Positioning, Product Management, Sales, segmentation

Yesterday we spoke about a specific usage scenario can create a niche for doing DR for ERP users in states where hurricanes are common.

Lets look at how on the consumer side you could use the same concept.

There are a lot of dry cleaners in every city. If you were to segment by just the demographics you may not be able to come up with a uniquely different niche.

But suppose, your demographic data threw up a lot of families with kids and you were to target parents of kids who play sports.

You create your operation in such a way that you can turn around a dry clean in less than 6 hours.

When my son was school going, there were so many times I wished if we had a dry cleaner who could get the blazer cleaned within a few hours.

Now if you can message to these parents about how you can get their sports stains completely removed within 6 hours, then you could remove one of the major hassles.

For doing this service you could be charging a premium. Once you have made the customer you could still offer the normal dry cleaning as well for all types of clothes but you will create the perception of being a specialist.

Where this strategy could fail is if there aren’t enough school going kids in the neighborhood or if someone is already giving 6 hour dry cleaning for all clothes at all times.

Marketing at the end of the day is also knowing about what your direct competitors are doing as well as what are the other methods for the customer to achieve the same outcome.

As I write these things, I also sometimes get a better understanding of how to solve a problem I am facing. As Joe Polish says – and I am paraphrasing it – the best way to learn anything, is when you are able to teach someone about it.

Till next time.

Carpe Diem!!!

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