Single segmentation

(concentrated marketing)

In this option, a single segmentation is chosen. This allows the organisation to concentrate its marketing, sales and promotion activity in particular focused ways. One example might be the Saga group of products including Saga Holidays which uses a single point of segmentation, the over 50’s market, as the focus of all marketing communications. Another smaller and emerging market segment might be the single traveller market. In the UK specialist tour operators have emerged in recent years which have recognised the importance of the single unattached traveller.