Marketing 101

I am really amazed by this new promo from Citibank! (click image for a clearer image)

You get a free 1-liter milk!

• when you have a minimum purchase of 1,000
• but only on Puregold, Robinsons and Waltermart supermarkets
  
• and not just any old Robinsons, it has to be Ermita, Lipa, Metro East or Novaliches

You can't just redeem it in your friendly neighborhood supermarket or grocery store, you have to :

• go to the Citibank Redemption booth
  
• only on Saturdays and Sundays
• and of course, there is that 'promotion mechanics' that you have to further comply with.

Simply amazing! Though of course, the requirements when applying for an NSO birth certificate is more complicated, isn't it. For that, you need to present proof of identification and ah... um..

Anyway, I'm sure there are more requirements to claim a government certified document from such bastion of government bureaucracy like the NSO compared to the multinational agents of market efficiency like the Citibank.

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Freefall asks, is this an obvious spawn of a market segmentation study?

Lets understand the target customer of Citibank:

• a person living in Ermita, Lipa and Novaliches
• who shops in bargain grocery shops (you shop in SM? sorry, no milk for you)
• who spends at least 1,000 per grocery trip (in waltermart? in puregold? you mean the bulk buyers for sari-sari stores?)
• is willing to go to the Citibank Redemption booth (in Libis?)

And finally, this target customer is someone who thinks that a liter of milk is worth all this effort. [Di bale, Nestle naman].

Bravo!