MARKETING IN ARCHITECTURE

SEGMENTING, POSITIONING AND TARGETING

ZEHRA FARAZ
B.ARCH, SEMESTER X
A8304015024
Segmentation

Market segmentation is the process of dividing a target market into smaller, more defined
categories. It segments customers and audiences into groups that share similar characteristics
such as demographics, interests, needs, or location. Market segmentation helps you get to know
your customers, identify what's needed in your market segment, and determine how you can best
meet those needs with your product or service.
The Four Types of Market Segmentation
The four bases of market segmentation are:
 Demographic segmentation
 Psychographic segmentation
 Behavioral segmentation
 Geographic segmentation
Within each of these types of market segmentation, multiple sub-categories further classify audiences and
customers.
Demographic Segmentation
Demographic segmentation is one of the most popular and commonly used types of market segmentation.
It refers to statistical data about a group of people.

Demographic Market Segmentation Examples 

 Age
 Gender
 Income
 Location
 Family Situation
 Annual Income
 Education
 Ethnicity
Where the above examples are helpful for segmenting B2C audiences, a business might use the following
to classify a B2B audience:
 Company size
 Industry
 Job function
Because demographic information is statistical and factual, it is usually relatively easy to uncover using
various sites for market research.
Psychographic Segmentation
Psychographic segmentation categorizes audiences and customers by factors that relate to their
personalities and characteristics.

Psychographic Market Segmentation Examples 

 Personality traits
 Values
 Attitudes
 Interests
 Lifestyles
 Psychological influences
 Subconscious and conscious beliefs
 Motivations
 Priorities
Psychographic segmentation factors are slightly more difficult to identify than demographics because
they are subjective. They are not data-focused and require research to uncover and understand.
Behavioral Segmentation
While demographic and psychographic segmentation focus on who a customer is, behavioral
segmentation focuses on how the customer acts.

Behavioral Market Segmentation Examples 

 Purchasing habits
 Spending habits
 User status
 Brand interactions
Behavioral segmentation requires you to know about your customer’s actions. These activities may relate
to how a customer interacts with your brand or to other activities that happen away from your brand.

Geographic Segmentation
Geographic segmentation is the simplest type of market segmentation. It categorizes customers based on
geographic borders.
Geographic Market Segmentation Examples   
 ZIP code
 City
 Country
 Radius around a certain location
 Climate
 Urban or rural
Geographic segmentation can refer to a defined geographic boundary (such as a city or ZIP code) or type
of area (such as the size of city or type of climate).
An example of geographic segmentation may be the luxury car company choosing to target customers
who live in warm climates where vehicles don’t need to be equipped for snowy weather. The marketing
platform might focus their marketing efforts around urban, city centers where their target customer is
likely to work.

Positioning
Market position refers to the process of establishing the image or identity of a brand so that customers
perceive it a certain way. For an architecture or design firm to survive and prosper in the new economy, it
needs to redefine and reinvigorate its position in the marketplace. This is created through the use of the 4
Ps: promotion, price, place and product. The best way to do this is through a positioning strategy. The
more detailed a positioning strategy is at defining these 4 Ps, the more effective the marketing strategy
will be.
Positioning of a brand or product is a strategic process that involves marketing the brand or product in a
certain way to create and establish an image or identity within the minds of the consumers in the target
market.

Positioning is often used nowadays as a broad synonym for marketing strategy, but positioning in
marketing should be thought of as an element of strategy, not as the strategy itself.
Positioning is—and should be—intimately connected to the concept of “target market.” With the above
elements and a solid understanding of positioning, you should be able to carve a strong place out for your
business! If you focus on the potential customer, target market and put in the efforts to see how they work
together for your positioning, you will come out on top.
A solid market positioning strategy is crucial to the successful longevity of a business. The sooner you
create, the better off your business will be.
Actively positioning a brand means the brand must truly position themselves with the right branding,
values, messaging and experience. However, that is easier said than done because there are a lot of
elements that go into positioning in marketing, but let’s take a look at some of the things you should
include in your strategy to clearly define your brand for your given industry!

Targeting
Targeting in marketing is a strategy that breaks a large market into smaller segments to concentrate on a
specific group of customers within that audience. It defines a segment of customers based on their unique
characteristics and focuses solely on serving them. Instead of trying to reach an entire market, a brand
uses target marketing to put their energy into connecting with a specific, defined group within that
market.
A brand might also leverage business segmentation, taking into consideration things like industry,
company size, or annual revenue. Through market segmentation, brands get more specific about
their target market. They can focus on a small group of customers who will be most likely to benefit from
and enjoy their products.

Targeting in marketing is important because it’s a part of a holistic marketing strategy. It impacts
advertising, as well as customer experience, branding, and business operations. When your company
focuses on target market segmentation, you can:
1. Speak directly to a defined audience. Marketing messages resonate more deeply with
audiences when readers can relate directly to the information. Brands that have a large,
varied market of customers often struggle with creating marketing campaigns that speak
directly to their audience. Because their viewers are very different, few slogans or stories
can resonate with each person on a personal level. Through target marketing, you can
alleviate this problem and focus on crafting messages for one specific audience.
2. Attract and convert high-quality leads. When you speak directly to the people you
want to target, you are more likely to attract the right people. Your marketing will more
effectively reach the people most likely to want to do business with you. When you
connect with the right people, you are then more likely to get high-quality, qualified leads
that will turn into paying customers.
3. Differentiate your brand from competitors. When you stop trying to speak to every
customer in your market and start focusing on a smaller segment of that audience, you
also start to stand out from competitors in your industry. When customers can clearly
identify with your brand and your unique selling propositions, they will choose you over
a competitor that isn’t specifically speaking to or targeting them. You can use your
positioning in marketing to make your brand more well-known and unique.
4. Build deeper customer loyalty. The ability to stand out from competitors by reaching
your customers on a more personal, human level also creates longer-lasting relationships.
When customers identify with your brand and feel like you are an advocate for their
specific perspectives and needs, they will likely be more loyal to your brand and continue
to do business with you over a longer period of time.
5. Improve products and services. Knowing your customers more intimately also helps
you look at your products and services in a new way. When you have a deep
understanding of your target audience, you can put yourself in their shoes and see how
 you can improve your offerings. You can see what features you can add to better serve
your customers.
6. Stay focused. Finally, the benefit of using targeting in marketing is that it also serves to
help your brand and team. Target marketing allows you to get more specific about
your marketing strategies, initiatives, and direction of your brand. It helps you clarify
your vision and get everyone in the organization on the same page. You have more
direction when it comes to shaping upcoming plans for both marketing and the business
as a whole. A focused approach helps you fully optimize your resources, time, and
budget.