our segmentation approach
1. Divide the market into meaningful and measurable segments according to customers' needs, their past behaviors or their demographic profiles;
2.
Determine the profit potential of each segment by analyzing the revenue and cost impacts of serving each segment;
3.
Target segments according to their profit potential and the company's ability to serve them in a proprietary way;
4. Invest resources to tailor product, service, marketing and distribution programs to match the needs of each target segment;
5. Measure performance of each segment and adjust the segmentation approach over time as market conditions change decision making throughout the organization.
Identify and categorize the customer base into distinct groupings with similar characteristics to:
Create manageable groups for targeted campaigns
Identify key attributes, needs and wants of each customer group
Compare the characteristics of different segments to determine segment specific actions
Set effective, measurable goals for each segment
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