Harvard Business Review

JUNE 28, 2013

Most budgets for 2013 were made in 2012, when the prevailing economic outlook was grim. Position yourself in market segments that will grow. The recession eliminated some market segments and redefined others. This is the time to revisit the market spaces you occupy and position yourself to ride the uptick.

Budgeting 8

Budgeting Market Segmentation Venture Capitalist Real Estate 8

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 9

Market Segmentation Marketing Insurance Price 9

Harvard Business Review

FEBRUARY 26, 2014

The Hispanic market will represent $1.5 Business leaders who are contemplating how to reach such an enormous market segment, especially through their digital presence, often ask me the same question: “Do we really need Spanish, or can we get by with just English?”. trillion in purchasing power by 2015 and 30% of the U.S.

Marketing 8

Marketing Market Segmentation Content Customer Loyalty 8

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?

Company 8

Company Advertising Market Segmentation Mass Marketing 8

Harvard Business Review

JUNE 14, 2013

If you''re marketing to women through social media, imagine your conversations mediated by a smartphone screen. According to a 2013 survey by Nielsen, "Nearly 60% of women use Facebook/access Facebook multiple times a day on their device/computer compared to approximately 45% of men." And these messages use strong market segmentation.

Strategy 8

Strategy Marketing Market Segmentation Learning-by-Doing 8

Harvard Business Review

JUNE 24, 2015

By taking an adaptive approach that focuses on monitoring the environment, strategic experimentation, and organizational flexibility, Tata Consultancy Services has grown from $155 million in revenue in 1996 to $1 billion in 2003 and more than $13 billion in 2013 to become the second-largest pure IT services company in the world.

Strategy 8

Strategy Competitive Advantage Environment Execution 8

Harvard Business Review

MAY 3, 2013

Using unrefined market segmentation to understand the preferences of potential target customers often backfires. Tide found these voices and their 2013 "The Princess Dress" commercial aired to rave reviews. Take Diet Pepsi''s "Skinny Can" controversy , or Groupon''s callous Tibet commercial.

Market Segmentation 9

Market Segmentation Advertising Marketing Bond 9