Segmentation By Nicolas Rozo

Segmentation By Nicolas Rozo

1. process of dividing potential customers into discrete groups with similar characteristics to guide the development of strategy

   • differentiating their product or service from that of competitors.

2. needs to an intricate exploration of customer lifestyles, values, jobs to be done, need states and occasions.

   • classic segmentation can seem obsolete and irrelevant.

3. Segmentation can inform the organization’s blueprint for long-term growth

   • create value for their customers and their business

4. It has the greatest impact when they are understood and used by all relevant functions in the organization

   • If not actively engaged
     • critical business functions can easily dismiss the outcomes of segmentation as irrelevant.