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Street-Level Segmentation in India

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Street-Level Segmentation in India

Winning Big by Targeting Small

Boston Consulting Group,

5 min read
5 take-aways
Audio & text

What's inside?

Forget “thinking big.” With diverse, emerging markets, “street-level segmentation” is the future for marketing.

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Editorial Rating

9

Qualities

  • Innovative

Recommendation

In this brief but detailed article, Shweta Bajpai, Nimisha Jain and Neeraj Aggarwal of the The Boston Consulting Group explain the basics of “street-level segmentation” – a marketing strategy for companies looking to profit in emerging markets. The consultants reveal why “broad-strokes” approaches to emerging markets are often ineffective. They offer practical examples of how street-level segmentation can help companies target lucrative markets in diverse populations more precisely. getAbstract recommends the authors’ insights to CEOs, entrepreneurs, marketers and anyone interested in emerging economies.

Summary

In India, traditional “broad-strokes” marketing practices, which break down populations by region or citywide income level, are ineffective for determining high-profit sales targets. Even if a given city’s average income is high, street-by-street income levels can vary greatly; moreover, demographics and population growth change constantly.

“Street-level segmentation” based upon “street-by-street insights” is a more effective method for finding and targeting lucrative markets within large, diverse...

About the Authors

Shweta Bajpai, Nimisha Jain and Neeraj Aggarwal are consultants at the New Delhi office of The Boston Consulting Group’s Center for Customer Insight.

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