✳flâneur — a map of the web's best reading

What You Need to Know About Segmentation

hbr.org · 182 words · saved by 1 readers

The marketers of Clearblue Advanced Pregnancy Test, a product that can tell you if you’re one-week, two-weeks, or three-plus weeks pregnant, asked a couple of D-list celebrities to tweet out their positive tests back in 2013. As Businessweek’s Jessica Grose reported, the maker of the test, Swiss Precision Diagnostics, has a 25% share of the at-home pregnancy-testing industry and is targeting its marketing efforts at Millennials. Grose quotes IbisWorld researcher Jocelyn Phillips as pointing to the high-tech aspects of Clearblue’s test, also noting that young women might be more willing to shell out more money for such technology — the digital version costs about $5 more than the boring old blue and pink line version. There is nothing new about this kind of segmenting in the pregnancy test market, however. And it’s actually a really useful (if not slightly unsettling) example of how you might segment potential customers with very different needs and behaviors. For example, you could seg

Customer strategy What You Need to Know About Segmentation by Gretchen Gavett July 9, 2014 Post Post Share Save Get PDF Buy Copies Print Leer en español Ler em português Post Post Share Save Get PDF Buy Copies Print The marketers of Clearblue Advanced Pregnancy Test, a product that can tell you if you’re one-week, two-weeks, or three-plus weeks pregnant, asked a couple of D-list celebrities to tweet out their positive tests back in 2013. As Businessweek’s Jessica Grose reported , the maker of the test, Swiss Precision Diagnostics, has a 25% share of the at-home pregnancy-testing industry and i

Explore this link on the map →

related reading