There are so many people in Canada, and different people have different needs? So how could a company satisfy all these people? Usually a company can segment the consumers with different criteria, and then it can focus on the smaller part. The ways of segmentation include social-demographics and psychographics.

I think the things that MEC does are similar to the meaning of segmentation, but they also help the company to earn more profit. In the news “MEC uses consumer motivations to inspire a rebrand”, it mentions that “the retailer has gone deeper than the product level, segmenting each activity in store with a set of motivations and aspirations.” For example, it divides cyclists into various types, such as the “beginner”, the “day tripper” and the more seasoned “rider.” To tell the truth, it is also a way of segmentation by the level of cyclists, but the company changes their words to express them, which might encourage people to do exercise, and then they might make money by selling more.

In addition, this company keeps close connection with the consumers. It shows more urban scenes with a younger age group and various cultures, which may let consumers know that their products are suitable for these groups of people. Through this way, it can not only attract new consumers, but also keep the original consumers.

In my opinion, the rebranding effort of this company will be effective.

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