he Four Criteria for Successful Market Segmentation with an
Example Target Market
he Four Criteria for Successful Market Segmentation with an
Example Target Market
Updated on April 29, 2013
Children as target market for hair salons
There are four criteria which must be met for successful market
segmentation. By segmenting your market, you should be able to
consider your customers buying behavior and specific traits. These
criteria will also aid you in creating your specific marketing mix.
Your service is to provide for the wants and needs of your
customers, so you must first establish that there is in fact a need
or desire for your service. These criteria will aid you in doing
so.
1. Substantiality: Your targeted segment needs to be sufficient
in size to justify creating and sustaining a customized marketing
mix. There are certainly enough children in the United States to
warrant considering them as a specific segment to market to.
2. Identifiability and Measurability: You must be able to
identify this specific child segment. It may be based on the
population of geographic regions, age groups, and other social or
demographic categories. You must also be able to measure the number
of children (or their parents) who would be disposed, indifferent,
indifferent, or disinclined towards the product or service. Without
this information it would once again be difficult to rationalize
the necessary marketing mix for the service.
3. Accessibility: You must have access to your targeted segment
with your specific marketing mix. You should take under
consideration the fact that not all children are literate. Some
children are only allowed a certain amount of television viewing
time per day. Yet, children are an easy target market to promote to
since, many view the television for at least two hours a day, and
you may advertise over the Bus Radio. However, you should strive to
advertise responsibly, and consider aiming your promotions towards
parents and children.
4. Responsiveness: You should consider how your target segment
shall respond to your proposed marketing mix. What will your
customers respond to and what will they disregard as unimportant?
Children may not regard price as important while their parents
do.
