I was walking down the road after finishing my shopping from Westside and I stopped on the pavement to talk to my mom. A daughter-mom conversation typically takes more than 5 mins where the topics revolve anything from neighbours’ current status to the nosy relatives. And we were having one such conversation. And as I was talking over the phone, I happened to notice a beggar, who should be around 10-12 years of old, who made close to Rs.10/- in the first 2 mins of my conversation. 
Then I could not but help recognize the pattern in the way she approached people. The girl approached only people with the following characteristics:
- Single men/women – when I say single, I do not mean unmarried but those that were by themselves – that were 20-32 years old
- All phirangs
- Those that did not travel on cars but were on foot
- Those that did not look like Delhities
And believe me or not, she was able to tap the best market by just concentrating on these segments. I was amazed that the girl who with no formal education was able to segment the market in the best way. And I, had to spend close to 2 years in a different land spending 30 lakhs to understand the concept of Segmentation!!
How many times have we questioned ourselves if the target segment chosen by us is the right? Well, in that case – determining the characteristics of the customers that they have and accordingly clustering it would do the charm.
Why did the girl choose this cluster?? More on this on the next blog…