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What You Need to Know About Segmentation

Harvard Business Review

JULY 9, 2014

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. How would you identify these two segments and market to them differently?

Market Segmentation 8
Market Segmentation Marketing Insurance Price 8
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Does Your Company Come Across as Too Male?

Harvard Business Review

JANUARY 25, 2016

After all, Red Bull and P&G were strategically going after a market segment they had chosen to focus on. The first, from 2013, is a classic, masculine vocabulary of rational, humanless machinery, steely-edged and high-performing. Does it talk to everyone or does it skew one way or the other? Or is it unconscious?

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Company Advertising Market Segmentation Mass Marketing 8
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