EMM Group | Market Segmentation Strategy

Customer (consumer in B2C businesses) segmentation is a fundamental driver of enduring, profitable growth.

Designed to focus on creating organic growth, the workshop will provide valuable know-how on how segmentation can transform an organization’s approach to the marketplace and lead to gains in both the short and long term. It is intended for practitioners of customer segmentation and provides a detailed step-by-step process on how to develop and use a segmentation strategy. It provides guidance on what segmentation is, how to do segmentation, target segment selection and how to use segmentation strategy to gain competitive advantage. Participants will be introduced to segmentation concepts and armed with a detailed “how to” process and on-the-job tools to do segmentation. The class-room training will be heavily supplemented with team-based application on their organizational challenges and real-life case studies.

The training session concludes by arming the audience with a “walk-away” Segmentation Action Plan for their respective business. This will serve as a “call to action” for helping the teams rapidly gain traction for segmentation in their business. Contact us for more information about customer segmenation and how it can help transform your organization's approach to the marketplace.

Objectives

What is customer (consumer in B2C) segmentation, how it is used and why it is important?
What are the various types of segmentation and how to select the right segmentation methodology?
What is the process for identifying segments, selecting target segment(s) and embedding segmentation in decision making?
How to define the market to segment, identify the scope of segmentation and write the objectives for segmenting a market?
How to identify the variables to consider when segmenting a market?
What are the data needs for segmenting a market?
How to design the research for market segmentation?
What are the statistical techniques for analyzing market data to identify segments (e.g. cluster analysis, discriminant analysis, CHAID analysis), how to choose the right technique and how to interpret results?
What are the characteristics of good segmentation and how to analyze the data to best represent the market segmentation?
How to select target segments?

Outcomes

Understanding segmentation concepts and process covered in the instructional material.
On-the-job segmentation tools provided in the handbook.
Workshop Formats (agenda, suggested participants, key tasks, tools and instructions, desired output) to do the segmentation process steps within their business and measurement tools to assess progress.
Experience in applying the concepts and tools on real-life case studies with sufficient confidence to apply it in their business.
Development of segmentation scope, objectives and detailed plan for implementing the process steps to develop segmentation for their business.

Why this course is unique

We will customize the course content for the unique challenges and context in your business.
The course focuses on establishing segmentation as a strategic business initiative rather than just a marketing or research initiative and addresses the common points of failure we have identified amongst even the most sophisticated companies.
You will benefit by learning practical and easy-to-apply tools at every step of the segmentation process.
The course will help you in not just producing customer segments but more importantly in how to action them so that you can derive value from the segmentation exercise – a common source of frustration.
The course provides not just a process and toolkit but a workshop-based methodology for cross-functional teams to implement the process and generate rapid results.

Customer Segmentation

Objectives

Outcomes

Who Should Attend

Why this course is unique

Fee and Course Length