But What About Us?

Marketing Segmentation: Good, Bad or Somewhere in the Middle

As target consumers diversify, companies naturally aim to please all that are interested. That’s nice…right? A diet version for healthy consumers, a vegan version for trendy consumers, etc…it all seems to make sense right?

Yes, this does make sense. If brands didn’t make an effort to cater to the individual needs of their consumers, they’d have a bunch of random people, outside, belting out Pink’s “What About Us!” album.

Hopefully, that won’t happen! Watch this neat video on the benefits of Market Segmentation.

Straightforward concept right? I thought so too. However…at the same time, brands tend to run into trouble when they take this concept too far.

Let’s stay you are the CEO of a Nut Bar company. You pride yourself on your product. The nuts are flown in from Brazil, the peanut butter is soo delicately crafted it makes dogs cry, and when combined, OH BABY, customers literally go nuts.

After a year of success, you notice reports indicating consumers’ interest in vegan, gluten-free, and other health conscious options. So ‘BAM’ you begin production and it’s a success, you’ve expanded you’re empire of Nut-Bars and in the process, made a whole lot of money.

Another year passes, and more reports come in. They indicate that outside audiences are interested in nut-free options…

Should you create a Nut-Free, Nut Bar?

NO. In the process of segmentation, brands get too far away from the original product, the company’s essence, nay, the company’s soul. Think about the precious Brazilian nuts, the glorious peanut butter — all reduced to a simple side option.

And to make matters worse, just think, if you concede to the nut-free, nut bars, what’s next? Raisin bars, Banana Bars, Veggie Bars, Hot-dog Bars!?Maybe not the last one, but I think you get my drift. After overwhelming loyal consumers, your company would lose it’s spark and become marginalized among its competitors. You mine as well kiss the previous profits, goodbye.

Ellen gets my drift too. Here’s a comical video, revolving around the flood of products in today’s market.

Ultimately brands must stay in the lane that they paved. If you sell Nut Bars, don’t try to sell Hot-dog Bars, please just stick with the nuts.