List of Figures

List of Tables

Foreword

Preface

Useful definitions

1 Preparing for Segmentation

Objective of this book

Defining markets

Segmentation case histories

Definition of market segmentation

Segmentation archetypes in companies

Segmentation team

Data for segmentation

Rules for segmentation

The advantages of segmentation

Segmentation process summary

PART I THE SEGMENTATION PROCESS

2 Market Mapping (Step 1)

Markets and SBUs

Constructing your market map

Identifying the junction(s) where segmentation should occur (market leverage points)

Process check

Case study and further examples

3 Who Buys (Step 2)

Introducing preliminary segments into the process (optional)

Profiling: the practical dimension

Profiling data bank -- a selection of standard approaches to profiling businesses

Profiling data bank -- a selection of standard approaches to profiling individuals

Process check

Case study and further examples

4 What, Where, When and How (Step 3)

What is bought

Where it is bought

When it is bought

How it is bought

Reducing the complexity of the `what', `where', `when' and `how' lists

Key discriminating features (KDFs)

A brief comment about price

Sizing features

Process check

Case study and further examples

5 Who Buys What, Where, When and How (Step 4)

Adding profiling information to the KDFs

Building the customer base for your market (micro-segments)

Managing micro-segments -- keeping control

Sizing micro-segments

Completing the profile for each micro-segment

Process check

Case study and further examples

6 Why it is Bought (Step 5)

Identifying the real needs-based buying requirements, the real benefits

Identifying the critical purchase influencers (CPIs) for the market

Attaching the CPIs and their values to the micro-segments

Features, advantages and benefits

Techniques for uncovering unsatisfied needs

Process check

Case study and further examples

7 Forming Segments (Step 6)

Size and number of market segments

Building micro-segments into market segments (clustering)

Progressively building your market segments (Option `A')

Process check

Case study and further examples

8 Segment Checklist (Step 7)

Segment checklist

Process check

Case study and further examples

9 Segment Attractiveness (Steps 8-11)

Portfolio analysis

Time horizon

Segmentation team

Definition

Segment attractiveness factors (Step 8)

Weighting the factors (Step 9)

Defining the parameters for each attractiveness factor (Step 10)

Scoring segments (Step 11)

Plotting the position of segments on the portfolio matrix

When the final result is not what you expected

Process check

10 Company Competitiveness and the Portfolio Matrix (Step 12)

Definition

Competitiveness factors

Weighting the factors

Scoring your company and your competitors

Producing the portfolio matrix

The DPM

Process check

PART II SEGMENT OBJECTIVES AND STRATEGIES

11 Setting Marketing Objectives and Strategies for Identified Segments

Marketing objectives: what they are and how they relate to corporate objectives

How to set marketing objectives

Competitive strategies

Where to start (gap analysis)

Marketing strategies

Process check

PART III SEGMENTATION AND ORGANISATIONS

12 Organisational Issues in Market Segmentation

Segmentation as a company exercise

Successful implementation of segmented marketing

The human face in segmentation

PART IV THE EPILOGUE

13 The Contribution of Segmentation to Business Planning: A Case Study of the Rise, Fall and Recovery of ICI Fertilizers

Background

1917-87

1987-89

1990

A tempting Finnish

Postscript

Appendix I: Customer Classification Systems

Social grading

Classification of occupations

Life cycle (an overview)

Registrar General's `Social Class'

Appendix II: Standard Industrial Classifications

United Kingdom and Europe

United States of America

Appendix III: Postcode Areas of Great Britain

Index