The document outlines the segmentation process for consumers of a product. It involves 3 steps: 1) Group consumers into segments based on their needs, benefits sought, and occasions of use. For shampoo, examples are hair loss, smell, or style. 2) Create a persona for a typical consumer in each segment based on demographics and lifestyle. 3) Assess the attractiveness of each segment based on size, alternatives, growth, profitability, brand match, and strategic importance to select target segments.