Segmentation occurs when you take buyers or potential customers and divide them into smaller groups or segment to identify your target markets better. It is important to do market segmentation because once it is made clear to a business who their target market truly is, they can market and advertise to that particular market easier and seek places where their ads will be seen by their target market. My IMC Plan business selection was “Terrific Teas”. I picked Terrific Teas because many people in todays society are becoming more health conscious and therefore, tea drinking is becoming more of trend these days.