Micromarketing refers to intense market segmentation differe

Micromarketing refers to intense market segmentation, differentiating between even the smallest of consumer categories in terms of product offered. Select an organization of your choice and explain how it does or could engage in micromarketing.

Solution

The organization that we would be choosing here is jaypore.com (a well-known name in e-commerce sector).

Its advertising strategy is more or less inclined towards micromarketing and gradually with every quarter they are completely moving towards micromarketing.

They sell ethnic wear and have segmented the market into many smaller segments and then as per the age group, paying capacity and cultural tastes and preferences they have picked a very niche and small segment which represents its probable customers and the segment is such that almost every customer would want to use Jaypore.com if the idea is adequately communicated to them. Hence all the efforts are put towards that micro segment as the advertising is also as per the people of that segment; the idea that is communicated is as per the intellectual levels and needs of those people.

Also, many new start-ups are adopting the micromarketing style of jaypore.com