This document discusses customer segmentation and its benefits. Segmentation involves dividing customers into groups based on characteristics like age, gender, behavior, tastes, and preferences in order to better serve different consumer needs and communicate with customers. An example customer profile is provided of a busy working mom, Gina, who wants high quality, healthy, convenient prepared meals and grocery stores. Segmentation strategies are outlined including perceptual mapping, which positions companies, consumers, and products on graphs to understand how they are perceived.

1. Segmentation

2. How do we serve customers with
varied needs?

3. Age

4. Sex
(Pat?)

5. Race
(who the hell is this?)

6. Behavior

7. Taste

8. Why use segmentation?

9. Serve different consumer preferences

10. Communicate with customers

14. reads
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“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.”

15. 10-minute Exercise
1. Build 2 profiles for your team company
2. Document them on the white board
3. Select one member to present

16. Segmentation gone wrong

23. Business
Home
Desktop Portable

24. Perceptual mapping

25. Perceptual Mapping
Start with companiesconsumersproducts
Position on x-y graph
classy
practical
sportyconservative

26. wasteful
fuel efficient
largesmall
Try other dimensions

27. Single
Family
MatureYouth
Try other dimensions

28. 5 - minute Exercise
1. Create 2 perceptual maps for Classic Airlines
2. Draw on white board
Single
Family
MatureYouth