Facebook Inc. Segmentation, Targeting and Positioning: Targeting the Widest Customer Segment

facebook-inc-segmentation-targeting-and-positioningFacebook Inc. segmentation, targeting and positioning comprises a set of activities directed at identifying specific groups among the population as potential customers (site users) and developing products and services according to the needs and wants of this specific group.

Segmentation involves dividing population into groups according to certain characteristics, whereas targeting implies choosing specific groups identified as a result of segmentation to sell products to. Since its launch in 2004 as a social networking site exclusively for Harvard students, Facebook’s target customer segment has been consistently expanding. Nowadays, the social media giant targets a wide range of customers aged from 13 years old and older.

Positioning refers to the selection of the marketing mix the most suitable for the target customer segment. Facebook uses multi-segment type of positioning and accordingly, it targets multiple customer segments at the same time with different social media platforms. For example, Facebook social media site targets individuals interested in a full range of social media services such as pages, news feed events etc., whereas Instagram targets customer segment who are interested exclusively on photo sharing.

Facebook Inc. also uses adaptive positioning strategy across its brands, repositioning products and services according to changes in preferences of the target customer segment.

The following table 2 illustrates Facebook segmentation, targeting and positioning:

Type of segmentation Segmentation criteria Facebook Inc. target customer segment  
Facebook Messenger Instagram What’s Up Oculus
Geographic Region International International International International International
Density Urban & rural Urban & rural Urban & rural Urban & rural Urban
Demographic Age 13 and upwards 13 and upwards 13 – 40 16 – 45 13 – 40
Gender Males & Females Males & Females Males & Females Males & Females Males & Females
Life-cycle stage Bachelor Stage Newly Married Couples

Full Nest I

Full Nest II

Full Nest III

Empty Nest I

Empty Nest II

Bachelor Stage Newly Married Couples

Full Nest I

Full Nest II

 

Bachelor Stage Newly Married Couples

Full Nest I

 

Bachelor StageNewly Married Couples

Full Nest I

 

Bachelor Stage
Occupation Students, employees, professionals Students, employees, professional Students, employees, professionals Students, employees, professionals Students, professionals
Behavioral Degree of loyalty ‘Hard core loyals’ ‘Hard core loyals’ ‘Switchers’ ‘Hard core loyals’ ‘Switchers’ ‘Hard core loyals’ ‘Switchers’
Benefits sought Communication Sense of belonging

Recreation

Communication Communication Sense of belonging

Recreation

Communication Recreation
Personality Easygoing, determined and ambitious Easygoing, determined and ambitious Determined and ambitious Easygoing
User status non-users, potential users, first-time users, regular users non-users, potential users, first-time users, regular users, non-users, potential users, first-time users, regular users, first-time users, regular users, or ex-users non-users, potential users, first-time users,
Psychographic Social class Lower class/working class/middle class/upper class Lower class/working class/middle class/upper class working class/middle class/upper class Lower class/working class/middle class/upper class middle class and upper class
Lifestyle[1] Mainstreamer Aspirer

Explorer

Mainstreamer Aspirer

Explorer

Aspirer Reformer

Succeeder

Mainstreamer Aspirer

Explorer

Explorer Succeeder

Facebook Inc. Report constitutes a comprehensive analysis of marketing strategy and business strategy of Facebook. The report illustrates the application of the major analytical strategic frameworks in business studies such as SWOT, PESTEL, Porter’s Five Forces, Value Chain analysis and McKinsey 7S Model on Facebook Inc. Moreover, the report contains analysis of Facebook’s leadership and organizational structure and discusses the issues of corporate social responsibility.

facebook-inc-report

[1]According to Cross Cultural Consumer Characterization by Young & Rubican