Market SegmentationWhat Rome Can Teach Us

Percent of students at bgiHypothetical Segmentation Based on Geography

When we perform effective market segmentation, we can learn how to best communicate with our various audiences as well as what to develop and how.

Sometimes it’s based on language

Sometimes it’s based on affluence

We can segment based on any number of things: race, ethnicity, location, religion, age… The list goes on.

So what can we learn about market segmentation from ancient Rome?

Let’s talk cars

It can take forever to make a purchase decision on a vehicle

There are many models designed to fit many different market segments.

Is it fuel-efficient?

Is it safe?

Does it have an awesome sound system?

I love the history channelI was watching it the other day and they were talking about Roman technologies that

are very similar to what we have/use now.

They mentioned that Romans developed many different types of chariots and carriages based on the needs of the various people who would use them.

They based the segmentation mostly on class

The Small-CompactThe entry level model featured not much more than two wheels and a bench

The Sports EditionFor families with more money, they had two-seaters (still used stone as the seat)

The midsizeMore affluent folks enjoyed cushions and carriages drawn by multiple horses

The exoticRoyalty carriages featured covers to protect from sun, shades that could be pulled away,

sleeping quarters, etc.

The Moral of the storyEven in ancient times, artisans and merchants focused on the customer and their needs

to develop products that made sense.