Segmentation Template

Market Segmentation is essential for developing an effective marketing plan because it distinguishes the different groups of
customers that the company wants to attract. It enables marketers to be strategic with customer research, journey
mapping, persona development, branding, and promotional efforts, among other activities, in order to increase brand
awareness and loyalty from the target customer groups based on their unique needs and attributes. There are different
types of segmentation based on certain core differences that differentiate customer groups. A brief overview of the most
common types is provided below:
• Psychographic: Psychographic segmentation is what is most frequently thought of in terms of segmentation, as it refers to
common lifestyle and psychological characteristics such as interests and hobbies, motivations, emotions, beliefs, and
attitudes. These qualities are often identified via qualitative research, including in-depth interviews and focus groups,
which provide insight into the customer’s view of the world.
• Demographic: Demographic segmentation is based on gender, age, education, occupation, and housing type.
• Geographic: Geographic segmentation is based on customer differences across various types of regions. Branding efforts
may vary by country, region, state, community, city etc.  
• Price: Income is a common segmentation strategy that allows companies to develop a suite of products and services
aimed at different socioeconomic strata.
• Select a market and then outline the different ways to potentially segment the customer on the next slide.

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 Segmentation Template
Price Geographic
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Market
Segment
Psychographic Demographic
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