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?

  1. Helps prioritize which customer segments to pursue.
  2. Ensures resources are used on viable and profitable targets.
  3. Supports the development of tailored marketing strategies for each segment.
  4. 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:

  1. 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.

  1. 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.

  1. 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.

  1. 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.

Let’s talk about how we can leverage MARS to help ensure that your marketing segmentation is not just theoretical but actionable and effective, guiding business growth strategies for targeting the right audience.