CUSTOMER SEGMENTATION

BY: RAZELLE BATHAN

INTENDED LEARNING OUTCOMES

At the end of the week, you are expected to

1. Identify the customer segment for a product or

a service.
2. Select the appropriate target segment for a
product or a service
3. Create infographics that reflects the
segmentation of a chosen business entity.
WHAT IS A CUSTOMER SEGMENT?

A group of customers or companies for which you

plan to sell your products or services.

Different Needs

Different Channels
Segmentation
The process of dividing large group
of consumers into subgroups based
on specific characteristics and
common needs
TYPES OF CUSTOMER SEGMENT?

Psychographic

Business-to-Business
Demographic Markets (B2B)

Behavioral

Geographic
CUSTOMER TARGET STRATEGY

Mass
Market

Niche
Market

Segmented

Diversified

Multi-sided
Market
 CRITERIA OF A GOOD
SEGMENT
1 Depth of Pain (Need)

2 Budget

3 Reach

4 Market Size

5 Value
WHY ARE CUSTOMER SEGMENTS IMPORTANT?

PICK ONE INITIAL SEGMENT

Who is the customer for the following products/services? Why did you choose this
market?
Canvas Assignment
Create an infographic poster and communicate what segmentation method the company
uses for its business. Describe each market accordingly.
- Shopify
- Grab
- Amazon
T h a n k
yo u !