Market Segment and TG is it?
Rajeev Agarwala
Business Consulting, Career Evangelist. Pre and Post Marital Coach. Start Up Mentor and Investor Partner. Key Note Speaker at Universities and Colleges. Business Advisor to Non IT and IT Organisations Globally.
I am a regular on Yoga now. Yes regular means 2 times a day 7 days in a week and 365 or 366 Days a year as the case maybe. This morning was the first time I noticed when pointed by my wife that my yoga mat is pink in color - a color adored by one of my daughters. So much so I had to search and buy her Pink Pendrive and Pink colored Hard Disk Drive. GOD.
She said and left the room with my thoughts and me. It set me thinking, did I buy it myself or did my "pink loving daughter" got it for me or was I color blind or for that matter why is Pink Color Branded associated with a gender – I mean why, I wonder.
I pondered deep and wide and hit upon a subject called "Market Segment" and "Target Audience". It suddenly occurred to me that I have used this word irresponsibly for the last 4 decades. Who am I or who are we to decide. People sell and people buy. People we need to respect. They are human beings having a mind and emotions and feelings and choices. Is it prudent to box them in an era of Out of the Box and Design Thinking?
I looked inside my wardrobe after a long while (all of you know - why) and found 5 shirts, new and old in shades of pink. Knowing my sense of color or lack of it I got the color ratified by my wife. They were Pink.
It shook me out of shape and it made me realize my own experience of 4 decades. Those who could not afford bought my product and service the first. They were quick decision makers. Selling cheap and expensive requires the same amount of effort. The non TG (Target Customers) bought the first. Necessity or customer needs are not always the deciding factor. The customer (people with feelings and emotions) does not necessarily behave the same on all days and time of the year or years.
Oh the pink Yoga Mat. Yes I now recall. I bought it with my pink track pants and sports shirt when I was in the pink of my health (I still am). I am still figuring out what would have happened in the sales review meeting of that day. "Market Segment" and "Target Audience" Really/ I wonder. It's an intriguing subject - more so in changing market dynamics.
I help burnt-out, anxious, over-achievers transform to ? Fit, Strong & Happy ?? With 3,000 year old mind-body techniques. WITHOUT twisting like a pretzel, eating leaves or meditating for 8 hours ??
4 年Once I was buying a buying a teddy bear for a friends toddler and the sales guy asked me - Maam, is it a boy or a girl?? Not realizing I was perpetuating a gender divide, I told him its a girl. and then he dutifully packed a pink teddy, in pink paper, with a pink bow :) :) Dunno if she ever received anything blue.
Senior SAP HCM Functional and Techo Consultant
4 年We've sold our souls to.marketeers...they, as you say, decided what colour/object we should buy...which day we should celebrate which loved one! Its our choice? if we want to fall into that trap and its trappings and be one with the crowd or be the outstanding one