MARS is a framework used to evaluate and select market segments to target. Organization leverage MARS criteria to determine whether a particular segment is worth focusing on.
Measurable
- The size, purchasing power, and characteristics of the segment can be quantified or identified.
- Example: Can we measure how many people fall into this segment and what their buying habits are?
Accessible
- The segment can be effectively reached and served through marketing and distribution channels.
- Example: Can we communicate with this group through advertising or sales channels?
Responsive
- The segment will respond differently to different marketing strategies or offerings.
- Example: Will this group react positively to a new product feature or price change?
Substantial
- The segment is large or profitable enough to justify targeting.
- Example: Is this segment big enough to provide a return on investment?
Why do Organizations use MARS?
- Helps prioritize which customer segments to pursue.
- Ensures resources are used on viable and profitable targets.
- Supports the development of tailored marketing strategies for each segment.
- Avoids wasting efforts on segments that are too small, unreachable, or uninterested.
A Business Case Study using MARS
Business Example: Healthcare Company X Launching a New Fitness Tracker
Company X is planning to launch a new lightweight fitness tracker designed for young urban athletes. To decide if this segment is worth targeting, Company X applies the MARS criteria:
- Measurable
- Data Available: Market research shows that there are over 2 million urban millennials and Gen Z (ages 18–35) in major cities (e.g., New York, London, Tokyo) who regularly participate in athletic events.
- Company X can quantify their income levels, buying habits, and brand preferences.
- ✅ Measurable — The segment’s size and behavior can be tracked through surveys and fitness app data.
- Accessible
- These runners are highly active on Instagram and TikTok, and often shop through online platforms or brand apps.
- Company X has digital marketing capabilities and retail stores in urban centers.
- ✅ Accessible — The segment can be reached through digital ads, influencer marketing, and local pop-up events.
- Responsive
- Past campaigns show this group is very responsive to new tech, sustainability features, and stylish product launches.
- They react well to personalized marketing and often share purchases on social media.
- ✅ Responsive — They will likely engage with the new product and brand messages.
- Substantial
- This urban athlete represents a fast-growing, high-spending market with strong interest in performance and fashion.
- Their lifetime customer value is high due to repeat purchases of shoes, apparel, and accessories.
- ✅ Substantial — Big enough to drive revenue and justify product development.
✅ Conclusion:
Since the young urban athlete segment meets all MARS criteria (measurable, accessible, responsive, and substantial), Nike decides to launch a targeted campaign including:
- Limited edition styles
- Influencer partnerships
- City-based running events
- A digital pre-order campaign.