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A critical approach in the brand building framework that puts people into clearly identifiable and relatable groups based on commonalities in their purchasing behaviour and attitudes. Used to align an organisation around a clear marketing strategy focussed on 1-2 target segments.
Understand for each segment who they are, what they buy, where they shop, how they shop, what their attitudes are and the media that they consume.
Understand the size and scale of opportunities as the segments are rooted in real behavior.
Your performance in each segment can be tracked over time, allowing for regular reviews of the effectiveness of your targeting strategy.