1. Client based segmentation
I. Segmentation
- Accurate picture of our clients
- Build client based segmentation (well-maintained comprehensive up to date database)
o DMUs
o Purchase history
o Client wants and concerns (requirements and conditions)
o Tell. Number etc...
- Determining every need of every client in the database
- Factor analysis (subset attributes)
- Aggregate clients into subsets
II. Targeting
- Determine which segments are worth targeting
o segment attractiveness (size, growth, served by other competitors)
o competitive advantage
III. Positioning
- Develop a marketing mix for each selected segments
o strategies can be developed by using the marketing mix
- Detailed product positioning