Geographic Segmentation - Meaning and Examples of Segmenting by Geography (249)
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Geographic Segmentation refers to a strategy where the market is divided based on the regions like city, country, urban/rural, state, population density, etc.
Geographic Segmentation helps organizations to group customers based on where they live so that it becomes easier to target them as people living in the same area tend to have similarities in needs and taste
Geographic Segmentation Advantages
1. Identifies the people living in a specific area with similar needs.
2. Organizations can concentrate on specific areas so that the brand visibility is considerably higher.
3. Easy for organizations to identify potential customers.
4. If the area is densely populated it offers the organization an opportunity to boost sales and generate more revenues.
5. Helps small businesses with a tight budget to be more cost-effective.
6. It is easy to learn about past, current and future customer behaviour.
7. No need for unnecessary marketing expenses that do not suit the area.
8. Tapping the cultural characteristics of geographic locations is an effective marketing strategy.
Geographic Segmentation Variables
Climate
Geographic areas based on climate can be humid, cold, hot etc. and weather can be desert, rainfall, snowfall etc. regions.
Organizations use climate and weather segmentation to identify customers of an area with similar climatic conditions
Time Zone
Large businesses often run their operations simultaneously across various time zones. The Geographic Segmentation strategy proves useful in creating a time zone based approach to handle employees as well as customers.
Population Density
Organizations use the density of population as a variable to segment an area and identify the number of customers in that area.
Cultural Differences
The varying values in different regions are based on established customs and traditions. This variable helps to identify the cultural needs and purchase decisions of a customer.
Geographic Segmentation Examples
Example 1 – McDonald's
- Offering regional menus like Corn Pie in Thailand, Ebi Burger in Hong Kong and Thai Green Curry Chicken Burger in Malaysia
Example 2 – IKEA
- IKEA modifies its products depending upon the location and the places with small or large apartments
Example 3 – McDonald’s
- McDonald’s removed burgers during Ramadan for road safety
This video is on Geographic Segmentation and it has the following sub-topics.
Time Stamps
0:00 Introduction to Geographic Segmentation
00:21 What is Geographic Segmentation?
00:45 Geographic Segmentation Advantages
01:35 Geographic Segmentation Variables
01:38 Climate
01:54 Time Zone
02:09 Population Density
02:28 Cultural Differences
02:52 Geographic Segmentation Examples
02:55 Example 1 – McDonald's
04:03 Example 2 – IKEA
04:44 Example 3 – McDonald’s
Geographic Segmentation refers to a strategy where the market is divided based on the regions like city, country, urban/rural, state, population density, etc.
Geographic Segmentation helps organizations to group customers based on where they live so that it becomes easier to target them as people living in the same area tend to have similarities in needs and taste
Geographic Segmentation Advantages
1. Identifies the people living in a specific area with similar needs.
2. Organizations can concentrate on specific areas so that the brand visibility is considerably higher.
3. Easy for organizations to identify potential customers.
4. If the area is densely populated it offers the organization an opportunity to boost sales and generate more revenues.
5. Helps small businesses with a tight budget to be more cost-effective.
6. It is easy to learn about past, current and future customer behaviour.
7. No need for unnecessary marketing expenses that do not suit the area.
8. Tapping the cultural characteristics of geographic locations is an effective marketing strategy.
Geographic Segmentation Variables
Climate
Geographic areas based on climate can be humid, cold, hot etc. and weather can be desert, rainfall, snowfall etc. regions.
Organizations use climate and weather segmentation to identify customers of an area with similar climatic conditions
Time Zone
Large businesses often run their operations simultaneously across various time zones. The Geographic Segmentation strategy proves useful in creating a time zone based approach to handle employees as well as customers.
Population Density
Organizations use the density of population as a variable to segment an area and identify the number of customers in that area.
Cultural Differences
The varying values in different regions are based on established customs and traditions. This variable helps to identify the cultural needs and purchase decisions of a customer.
Geographic Segmentation Examples
Example 1 – McDonald's
- Offering regional menus like Corn Pie in Thailand, Ebi Burger in Hong Kong and Thai Green Curry Chicken Burger in Malaysia
Example 2 – IKEA
- IKEA modifies its products depending upon the location and the places with small or large apartments
Example 3 – McDonald’s
- McDonald’s removed burgers during Ramadan for road safety
This video is on Geographic Segmentation and it has the following sub-topics.
Time Stamps
0:00 Introduction to Geographic Segmentation
00:21 What is Geographic Segmentation?
00:45 Geographic Segmentation Advantages
01:35 Geographic Segmentation Variables
01:38 Climate
01:54 Time Zone
02:09 Population Density
02:28 Cultural Differences
02:52 Geographic Segmentation Examples
02:55 Example 1 – McDonald's
04:03 Example 2 – IKEA
04:44 Example 3 – McDonald’s
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