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Insight/ Tools

A Marketing Segmentation Primer, 'Seinfeld' Style

Dedicated "Seinfeld" fans no doubt remember an episode in which Frank Costanza and Kramer decide to go into business developing and selling an upper-body support product for men. It's not a bra (Kramer: "A bra is for ladies."); it's a Bro, though Frank wanted to call it a Man-ssiere. So Kramer and Frank are ready to market the Bro. What next? Well, not surprisingly, the show didn't get far into the marketing plan, undoubtedly due to the time constraints of the 30-minute sitcom format. If they'd had an hour, a detailed segmentation would clearly have resulted. In its absence, I will seek to fill the void.

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