Drifting Segmentation

This is something on changing segmentation. Todays world where change occurs every second, segmentation too cant be constant.

With the needs and wants of people changing, its not possible for an organisation to not notice the changes in the segment that they are working into. Thus drift in the segment is bound to take place.

I came across an article on the same lines that I would like to share with you guys. I will just mention few points and mention the hyper-link for you to read it.

If you have a “segmentation” that informs your marketing and product decision-making today then ask yourself if it will…

§ provides a dynamic framework for understanding (say the mobile market), and the various need segments within it.

§ determine the relative strengths of the various brands, how they are positioned within the market, and how they are positioned to satisfy the needs

§ identify what opportunities exist in the (mobile) market for new brands /products

The article :

http://www.henshall.com/stuart/2010/01/06/mobiles-beer-and-segmentation-approaching-dynamic-segments/