Right business decisions are winnings

Branded solutions and services

Market segmentation means viewing a heterogeneous market as a number of smaller markets that respond differently to different market conditions.

• Precise targeting and getting higher revenues
• Means of keeping the most profitable customers
• Assessment of risk investments into new markets/brands/products launch
• Definition of trend setting customers and prediction of future consumption

Segmentation is fitting to business matters:

• Strategic segmentation → Strategic planning
• Management segmentation → Marketing planning
• Operational segmentation → Marketing management

Definition of each segment includes:

• social and demographic profiling
• purchasing behaviour
• needs and states in regard to the market in question
• gross volumes of consumption and expenditures
• brand preference and usage
• lifestyle profiling

For data mining and data analysis:

• Precise fieldwork procedures to obtain most relevant to the target audience sample
• Adequate to market and standardized criteria
• Post hoc segments definition (no biased assumptions)
• Highest possible level of differentiation between segments by crucial criteria
• Highest possible level of homogeneity within segments by crucial criteria
• Replication of segmentation procedures for tracking studies

For action to be taken

• Meaningfulness of segments for market and clients business needs (i.e. they differ in terms of consumption, behaviour, availability etc.);
• Definition of each segment channels of communication
• Forecasting of segments development

SegmentValue© provides customers with the multilevel segmentation that is most actionable and fit to the current market situation. Artificial groups, irrelevant models or models with unavailable segments are eliminated from the analysis.

Basic (socio-economic) level of criteria (description of the segments):

• Age
• Gender
• Region
• Income
• Marital Status etc.

Behavioural level of criteria:

• Brand usage
• Frequency of purchase
• Volume of purchase
• Expenditures
• Price

Benefit level of criteria:

• Physiological
• Emotional
• Communicative
• Cognitive
• Socio-structural
• Socio-cultural
• Personality-related
• Hedonistic
• Functional

Lifestyle level of criteria:
Vectors of:

• Conservatism vs. innovation
• Proactive vs. passive
• Social vs. asocial

A multilevel approach means integration of all 4 types of criteria on a basis that allows system view of al elaborated segments.

Any heterogeneous market might be divided using different criteria ranging from social and demographic indicators to lifestyle ones. How to choose the best-fit model?

SegmentValue© provides the solution to this problem with its in-built strategic approach of the present market conditions assessment and client's managerial and strategic needs.