Devi convincere un sacco di gente https://www.manager.it/default.asp?page=A_segmentaz.html

1. Il progetto di segmentazione
di marketing
Devi convincere un
sacco di gente

2. The Marketing Concept
1. Understand your customers' needs and preferences
2. Group your customers into segments based on their needs
and preferences
3. Target segment(s) you can best meet their needs and
preferences
This includes targeting and competitive analysis
4. Branding
Not merely awareness but brand positioning
5. Provide superior service or products to meet your targeted
customers' needs and preferences.
2
Happy customers, profitable
sustainable growth

3. It sounds just like a change management project!
3
Get organized
to build model
Deepen
Learning
Build
Model
Use
How segmentation
strategy fits with
overall business
strategy
How might you act on
the learning. Eliminate
non-starters right
away.
Who needs to be
involved
Stakeholder
identification
It’s not just a
marketing & research
department project!
How segmentation
strategy fits with
overall business
strategy
How might you act on
the learning. Eliminate
non-starters right
away.
Who needs to be
involved
Stakeholder
identification
It’s not just a
marketing & research
department project!
Choice of model
needs to fit business
strategy and options
Must fit
organization’s ability
to identify and
respond to segments
OR – start building
the needed data
Choice of model
needs to fit business
strategy and options
Must fit
organization’s ability
to identify and
respond to segments
OR – start building
the needed data
Spread the
learning
throughout the
organization
Spread the
learning
throughout the
organization
Integrate all
marketing
activities with
the segment
strategy
Integrate data
collection and
management
Integrate
channel
strategy,
metrics
Integrate all
other research
Integrate all
marketing
activities with
the segment
strategy
Integrate data
collection and
management
Integrate
channel
strategy,
metrics
Integrate all
other research

4. Why do you need executive sponsorship?
• To make operational changes, you need to
touch all parts of the business
• Sales efforts, even the structure of the sales
force may change
• Infrastructure may change
• All marketing efforts will have to change to
match the segment structure
4
Existing culture, knowledge,
business processes and powerful
constituencies will derail your
efforts without C-level support
Net result: “segmentation didn’t
work for us”
Existing culture, knowledge,
business processes and powerful
constituencies will derail your
efforts without C-level support
Net result: “segmentation didn’t
work for us”