Segmentation

Segmentation

1. What is?

   • The process of dividing potential customers into discrete groups with similar characteristics to guide the development of strategy.
     • FOR
       • Market segmentation provides a complete and intimate view of customers

2. To support decision-making in

   • Corporate strategy
   • Innovation
   • Brand positioning
   • Media planning.

3. focus on understanding customers =

   • Lifestyles
   • Values
   • Jobs to be done
   • Need states
   • Occasions

4. To link segmentation to marketing tools and processes requires

   • Careful consideration of tools
   • Data sources
   • Processes

5. How to Get Started

   • 1. Create cross-functional alignment by setting the vision for success and developing a blueprint
   • 2. Assigning responsibilities to key stakeholders
   • 3. Maintain consistent internal communication
   • 4. Support from senior stakeholders is a critical enabler for setting the foundation for effective segmentation
   • 5. Design an embedding and socialization program that equips employees at all levels of the organization.