Selective segmentation

(differentiated marketing)

In the case of selective segmentation, the organisation has different products or services on offer and therefore different target market segments. An example here might include the tour operator Page and Moy which offers a range of different products, all of which can clearly be targeted at separate market segments. However, their marketing messages also emphasise a number of points of similarity such as an enduring attention to quality service whatever the type of travel product chosen, and their pedigree as a quality tour operator, so that there is clearly a focal brand and common points to differentiate the organisation from competitors.