Cinemator

In this new blog we are discussing the segmentation process of Marvel studios.

Segmentation

When it comes to segmentation, Marvel has made multiple targeting segments based on Psychographic, Demography and Geography.

Psychographic segmentation is where consumers are divided based on their interests, activities and opinions. Marvel targets people who are geeks and love spending time around their fellow geeks discussing and sharing their opinions on various superheroes. These people are Opinion Leaders who can influence others which can help Marvel in indirect advertising through these Opinion Leaders. Toys can be used as an excellent product for Psychographic Segmentation Marketing. From toys and cribs for babies to action figures for adults. Even collecting certain expensive action figure of Marvel can represent a certain kind of lifestyle for some people. Millennials and Gen-Y are the oldest customers of Marvel while a range of Gen-Z are also increasing in Marvel’s list of customers, collecting action figures to complete their collection or for different interests

Demographic segmentation is an approach of Marvel to appeal all different communities of different age, race, gender etc. After the release of Guardians Of The Galaxy movie, an animated show was made 1yr later for the kids and adult geeks. Captain Marvel was made into female in the movies so that girls and women can fantasize over a female superhero. Captain America being in the time of second World War to target Boomers or The Greatest Generation for nostalgic or relatable purposes. Marvel has proven itself to be for everyone, for ages and sexes. They even leaned towards comedy in Deadpool because comedy is enjoyed by everyone.

Geographic segmentation is another key segmentation for Marvel. Superheroes shown in the Marvel Universe are not only from America but all around the world. For example Agent Romanoff or Natalia Romanova A.K.A Black Widow is of Russian origin, Black Panther is from Africa, Wong from Doctor Strange is a Chinese Monk, Thor is from the Norse Mythology which was a Germanic Belief of people of Scandinavia before Christianity. Captain America and Iron-Man etc being from The USA.