Market Segmentation

Segmenting by needstates and moodstates isn't exactly a new idea but it's definitely becoming more relevant. Food and beverage brands have been doing it for years.

Instead of being loyal to one single brand in a category consumers now adopt a portfolio of brands based on different moods or needs. This report sums it up best by saying:

"...A young beer drinker might have been loyal to just one brand 20 years ago, now he may consider one brand to be his “cool night club beer”, another brand to be his “watching the game on TV beer” and another his “just cut the grass, refreshing beer”."

I'm exploring how to implement this into a digital marketing communication management strategy and how I can use this to segment the very broad LGBT community.