This research explores the development of a communication strategy framework for Noir Gear's potential brand segmentation into Neo, focusing on the computer peripherals market, particularly the productivity-oriented segment. The study employs qualitative methods to understand the target audience for the proposed Neo brand and the implications of the Market Segmentation Theory by Claycamp and Massy (1968). Insights were drawn from secondary data, expert interviews, and scenario analysis, revealing the complexities and challenges involved in market segmentation. The research also emphasizes the role of Public Relations in brand segmentation strategies. The findings provide valuable insights and a practical communication strategy framework for Noir Gear's potential brand segmentation into Neo, considering both theoretical and practical aspects. Recommendations are provided for Noir Gear to emphasize unique brand propositions, leverage digital platforms for customer engagement, invest in market research, and consider potential challenges. The research contributes to the academic and practical understanding of brand segmentation and communication strategies in the technology industry, specifically in the context of Noir Gear and their brand Neo

Keywords : Segmentation Communication Strategies, Noir Gear, Neo Brand, Computer Peripherals Market, Market Segmentation Theory, Public Relations, Productivity-Oriented Segment,