The climatic conditions of a particular region determine the needs and requirements of that area. For example, swim wears are in high demand in hot areas rather than in cold areas. Similarly, woolen clothes are more in demand in places with severe winter conditions rather than the countries that do not have harsh winters. Business organizations should target a particular market based on the weather conditions if the products manufactured by them are seasonal. This is because these products will cater to some specific needs of the customers. For example, an organization manufacturing geysers and room heaters should target a market region facing long winters. The sales volume of such products will be more in these regions than in regions with mild and shorter winters. Similarly, a company producing ice-creams will sell more in the summer season than in the winter season. Ice-cream companies should decrease their supply in the winter months and look for other means of doing business to survive.
Advantages of Climate-Based Segmentation
Market segmentation based on climatic or weather conditions are as follows:-
Easy to implement: Climate-based market segmentation is based on market research and surveys. Can survey the targeted audience through social media, and publicity campaigns are prepared on its basis.
Highly relevant marketing campaigns: Can use the information regarding the location of the potential customers to improve the communication process, brand messaging, and marketing campaigns.
Cost-efficient: Climatic market segmentation helps to optimize costs by avoiding unnecessary advertising costs. The organization is sure about its customers and does not have to search for potential markets and consumers.
People in a particular region display unique characteristics in the context of their lifestyle. These are mainly based on the weather and climate conditions. The targeted market is segmented on the needs and requirements of the customers of a particular region. It is done to produce or manufacture their products and services to serve the region in the best possible manner. Along with climate, the other geographical factors that influence the segmentation of a targeted market are cultural preferences and population. Geographical units like countries, states, and cities mark the basis for market segmentation. This type of segmentation helps determine the customersâ€™ personal value in the context of specific topics and needs. The climatic variables estimate the effectiveness of advertisements and the importance of certain products in a particular region. If the products are appropriately matched with the advertisements, it is assumed that the business entity can reach the relevant audiences without any wastage of time and money. Multi-national organizations adopt the system of geographical segmentation to target the customers in a market. It helps them understand the local market characteristics and cater to the customers on its basis. Geographic segmentation is also beneficial to small businesses with limited budgets and can focus on a limited area for doing business.