Market segmentation involves dividing the market into distinct groups of buyers that share similar needs, characteristics, or behaviors.

Markets can be segmented based on demographic, geographic, psychographic, and behavioral characteristics.

Why is market segmentation important?

Not everyone wants or needs the same thing, and the market segmentation process enables businesses to understand these diverse customer preferences and differences.

This understanding helps them to make informed decisions on how best to market and sell their products.

Let's consider L'Oréal, a world leader in beauty and skincare, and how it uses market segmentation.

L'Oréal groups its customers into segments using a combination of age, gender, skin type, geographic location, and lifestyle.

Through this segmentation approach, L'Oréal gains a deeper understanding of the distinct needs within each segment. It allows the company to tailor and provide the most suitable products for each group.

And the result?

L'Oréal is better prepared to target its customers, increasing sales and revenues while customers feel their needs are understood and met.