Segmentation

How do we serve customers with varied needs?

Age

Sex

(Pat?)

Race

(who the hell is this?)

Behavior

Taste

Why use segmentation?

Serve different consumer preferences

Communicate with customers

reads

watchespet

age 25 - 40working professionaltwo kidsincome $50k +

drives“Gina is a busy mom. She wants to feed her family high quality, healthy food. She works full time, so she needs prepared meals and stores conveniently located and fast to shop in.

Gina wants value, but also will pay a little extra for convenience and time savings.”

10-minute Exercise

1. Build 2 profiles for your team company2. Document them on the white board3. Select one member to present

Segmentation gone wrong

Business

Home

Desktop Portable

Perceptual mapping

Perceptual Mapping

Start withcompaniesconsumersproducts

Position on x-y graph

classy

practical

sportyconservative

wasteful

fuel efficient

largesmall

Try other dimensions

Single

Family

MatureYouth

Try other dimensions

5 - minute Exercise

1. Create 2 perceptual maps for Classic Airlines2. Draw on white board

Single

Family

MatureYouth