Global Segmentation and Market Identification

Global Segmentation:

Sub-set of a market = close match between specific products and customers.

1. Determination of Basic Market:

Reasons to buy (They make my customers see my brand as something important) and geographic location.

2. Identification of the Target Market:

Industrial, intermediate, and final consumer market. Business to business: doesn’t have any contact with the final consumer.

3. Industrial Market:

• Product application: Only using it for the process (When only the company is going to be using my products and to not have contact with the final consumer).
• End-Use Product: Whatever is going to be selling is going to be seen by the final consumer.
• Size of order: How much is going to be buying.
• Frequency of purchase.

Intermediate (Distribution Channels):

• Intermediary traders: When as a brand I'm going to be in as many places as I can and I only care about the accessibility to my consumer.
• Specialty: Positioning is important in order to connect and I need someone to create it.
• Territorial coverage: Where that intermediary market is and how many consumers I can reach.
• Sales volume: How much I can sell / quantity.

Final Consumer Market (Direct Distribution):

• Socioeconomic: Focus on traditional ideas like age, gender, power of purchase, marital status, level of education.
• Psychographics: The reason behind the behavior of my consumers. (Behavioral).

Liquid Modernity:

In the liquid modernity everything becomes uncertain, everything changes, be aware of the change; never be (how consumer) able to satisfy your desires.

Brands try to satisfy different needs and desires, but not common desires. Not even the most powerful brand is going to be safe and nothing is eternal, everything is ephemeral.

Our identity is something we modify, control as we want but not our sense of identity.

Glocalization:

We have an idea and we need to associate with the local context. I don't need to know, as a company, all the local differences from our customers, we need to come up with an idea linked to global themes that we can press on everyone equally.