It is said that the winning strategy of British in India was to “divide and rule”. They divided India into many religious and cultural segments to weaken the base of brotherhood among Indians.
The sectret of modern marketing is exactly the same. Let us reveal some of its astonishing relations with the British strategy.
The basic of marketing lies with the STP strategy. First, segment your market, i.e. divide the market into different parts as per their buying behaviour. Consider that the people living in cities would go for packed ready to eat MTR food but try selling them to villagers of rural India! So we have now divided Indian into two parts out of which one is vulnerable to your product.
Second, Target the segment which is most responsive to your product. In the above case the urban population of India will be the target. Wow! we now know whom to exploit!
Third, Position your product in such a way that you extract maximum from the targeted segment. In the above case position your product in such a way that every grocery store has your product at the most visible shelf. Here it is. You have done what the divide and rule strategy did in the last century.
The key to this strategy lies in the fact that segmenting the market is an art. One can only target the right customer when the proper segment is identified. Know do you know your target segment?
Rogues
