Towards a new paradigm in market segmentation : A case study of how corporate identity and image are influenced by market segmentation

Abstract: Abstract The purpose of this report was to study if market segmentation could influence the corporate identity and indirectly the image of a company. The relevance of this purpose was due to a lack of development of the market segmentation theory in a long period of time. There are many authors in this area of research, but not much of a consensus between them. This report therefore delves deeper into one of these market segmentation theories in order to verify the multi-segmentation theory.   During the process of investigation the management of four music festivals were interviewed to see how they use their market segmentation. Several interviews were done with one or more individuals of the organizations. The findings are two-folded. The use of multi-segmentation was proven through the interviews with the festivals. All four festivals used several different market segmentation variables, all focusing greater understanding of the values and personalities of their target group.   The most interesting finding is that from the greater understanding of their customers, the festivals have been able to identify an identity with their target group. Their respective corporate identities have then been build around their target group identities in order to reflect the customers values and believes. This concept of a target group identity may have great impacts on the customers’ perception of the corporate identity and image.