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4. Rule #2: Restore Brand Relevance > Understanding the Market Segmentation

Understanding the Market Segmentation

A market segment is a definable group of people or organizations that share common needs in a common context. “Need” is the critical concept.

What is not a market segment? A market segment is not a product category. It is not geography. There is no such thing as the French market, the Japanese market, or the Italian market. Geographies are where market segments exist. Geographies are how you organize to deliver the brand promise to the prioritized market segments.

Product categories are not market segments. So, for example, there is no lip-gloss market; there is no mascara market. But there is a market for attractiveness, for youthfulness, for status, and for elegance.

There is no such thing as the automotive market. Nor is there such a thing as the soft drink market or the pet food market or the hamburger market. Products are what we sell to the market; they do not define the market.


  

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