Professional Documents
Culture Documents
Segmentation Toolkit
February, 2009
EMM Group’s Market Segmentation Process
1 2 3 4
Identify Develop Execute
Objective Customer Segmentation Go-To-Market
Setting Segments Strategy Plan
1 2 3 4
Identify Develop Execute
Objective Customer Segmentation Go-To-Market
Setting Segments Strategy Plan
Segmentation
information required
to take decisions
Accessibility X XX
Profiling
Variable s
>10K 5K – 10K <5K 5K – 10K
Size Employees Employees Employees Employees
Hea d Product
Office Type Hea d Office Sales Office
Office Development
1 2 3 4
Identify Develop Execute
Objective Customer Segmentation Go-To-Market
Setting Segments Strategy Plan
1 2 3 4
Identify Develop Execute
Objective Customer Segmentation Go-To-Market
Setting Segments Strategy Plan
Explore Domina te
Emo tional
benefits
Ignore Ha rves t
Produc t attributes
Ability to Compe te
People Processes
1 2 3 4
Identify Develop Execute
Objective Customer Segmentation Go-To-Market
Setting Segments Strategy Plan