Micromarketing is the practice of tailoring products and marketing programs to suit the tastes of specific individuals and locations. Micromarketing includes local marketing and individual marketing. Local marketing involves tailoring brands and promotions to the needs and wants of local customer groups—cities, neighborhoods, and even specific stores. Local marketing does have drawbacks.
It can drive up manufacturing and marketing costs by reducing economies of scale.
It can create logistics problems.
The brand’s overall image might be diluted if the product and message vary too much in different localities.
Is there an opportunity to deploy a micromarketing segmentation for Sears Kenmore? What would be required to make that segmentation effective?