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Market segmentation seeks to identify targeted groups of consumers to tailor products and branding in a way that is attractive to the group.
Markets can be segmented in several ways such as geographically, demographically, or behaviorally.
Market segmentation helps companies minimize risk by figuring out which products are the most likely to earn a share of a target market and the best ways to market and deliver those products to the market.
With risk minimized and clarity about the marketing and delivery of a product heightened, a company can then focus its resources on efforts likely to be the most profitable.
Market segmentation can also increase a company's demographic reach and may help the company discover products or services it hadn't previously considered.
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