SEGMENTATION BY PERCEPTIONS

More

A visual profile of how

=Tylenol

Effectiveness
consumers perceive a
=Extra-Strength Tylenol
number of pain
=Bufferin
relievers on the two
dimensions of =Nuprin
=Anacin =Motrin =Advil
effectiveness vs. =Bayer
=Excedrin
gentleness. =Private Label Aspirin =Aleve
Actron= Orudis=

Less Gentleness to Stomach More

INSTITUTE OF MANAGEMENT TECHNOLOGY, HYDERABAD

APPLICATIONS OF SEGMENTATION

–Denote who is likely to buy

–Derive what makes them to buy
–Define how to communicate with them
–Decide when to communicate with them
–Drive the business goals

INSTITUTE OF MANAGEMENT TECHNOLOGY, HYDERABAD

Understanding Demographics
ANALYTICS DRIVEN SEGMENTATION IN B2C

INSTITUTE OF MANAGEMENT TECHNOLOGY, HYDERABAD