THE 5 GOLDEN RULES OF SEGMENTATION

A marketing plan or product launch cannot be successful without proper segmentation. Market segmentation is perhaps the most difficult and complex decision a company must make when deciding its market strategy.

1. THERE ARE NO RULES. Getting it right isn’t simple at all. But never copy. Each successful segmentation process is different, unique, and unrepeatable. The "me too" attitude leads to failure. Originality could possibly break a market open.
2. REDUCING A MARKET?, sometimes it’s about EXPANDING it. Some of the most successful marketing plans have chosen a larger market by “expanding” their segmentation, not only reducing it.
3. THE "VALUE" OF THE SEGMENT. The best segments must have Potential, Lifespan, Accessibility, and Profitability. The key is identifying which segments provide value in terms of potential, lifespan, accessibility and profitability; because a sales strategy’s effectiveness increases according to our capacity to size segments, identify them, and dissect them.
4. IT MUST BE "DIFFERENT". Each company requires a different Market Segmentation. Being original and efficient with segmentation is key to the amount of success achieved. We create new and personalized ways of segmenting, creating Hybrid models that are easy to interpret and explain (causes, value, behavioral, psychographic, demographic, and attitudinal) in order to obtain the most useful Results from each sectorial situation and each company.
5. CHOOSING "THE AXES" PROPERLY. Time Segmentation and Spending Causes, Demographic but with Attitudinal axes, Psychographic but with a behavioral aspect? Surely there is an answer, but to find it we must investigate, test, and challenge the market.

Our experience with global leaders and those who aspire to be global leaders in Market Segmentation Strategies will help you in this great challenge. Will we segment together? contact us...