On the series today, we will look at a strategy of dividing potential customers who have similar characteristics into groups or segments and then focus on them. This is called segmentation. To win this war, you must have your focus.

There are different ways to achieve segmentation. It could be based on regions or age or personality/lifestyle or attitude. You must ensure that ur chosen segment is identifiable, different & profitable. The most important thing for every business is profitability.

The profitability of each region differs and your strategy might be to focus on a particular region and therefore deploy your resources towards that. You must understand the needs of that region and how they behave as working towards this will give you a competitive edge.

Products sold to this region must be tailored towards their taste preferences. Advertisement and promotions must also be tailored to their culture & bias. Some brands have done this by focusing on a region yet they are the leading brand in their category nationwide.

Your segmentation could also be based on personality & lifestyle. Regards the there’s no better segment to consider other than the youth segment. They are vibrant & full of energy. The ability of an organization to target the youth segment could be crucial to its success.


The Nigerian market is blessed with a large youthful market. This is a market whose population growth is skewed towards the younger generation. It is a huge market and any brand that can tap into that potential will make a lot of sales.

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Brand managers who desire to win this should ensure that their adverts and campaigns are targeted towards the youth. The contents must be youth focused and the rhythm must appeal to them. This may look so simple but that is where your market is.


Never overlook the youth segment especially in the CSD category. They are less conscious of sugar unlike the elderly and they are full of energy hence they can still burn the ingested glucose. Tailor your strategies towards this segment and you will bring in your revenue.

Thank you for staying tuned. We will continue the series tomorrow.

Written by: 

Oluwole Dada, (Regional Sales Manager at Nestle Nig. Plc; Member, Chartered Institute of Marketing (UK))

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