Customer Segmentation

I saw an interesting display advertisement outside the main Columbia campus on 116th and Broadway.  Unfortunately I did not take a photo of the advertisement, which would have made this post a lot more interesting. The advertisement was for a gym in the local area, and stated "Because you cannot buy these legs at Walmart".

 

By utilizing the Walmart name, the gym likely targeted bargain hunting customers, who are likely focused on the lower price point.  This was interesting tactic, similar to how brands utilize brand ambassadors to signal customers.

 

This goes along the lines of the customer segmentation discussion in class today - by mentioning Walmart in their tag line, the gym referenced the price point it was offering, and type of clientele it was targeting.