Segmenting the market

Sign on the wall of the PipSqueakPups location in Vancouver, British Columbia

Market segmentation is one of the more important tasks for marketers. Knowing who is worth going after and creating an offering that will be attractive to that segment of the market.

In this case the market segment is small dogs. Now there are a couple of ways that "small dogs" could be defined. Height and weight spring to mind. This firm uses weight and sets the limit at 35 pounds. So a fat bulldog or a skinny greyhound both pass the test.

I'm sure that owners of small dogs like the fact that their Jack Russell terrier won't be terrorizing the poor defenseless German Shepherds, or vice versa.