By k | April 27, 2008 - 6:00 am - Posted in Marketing

Unfortunately we can’t tackle the whole world
with a product launch.
It is simply too large for our resources.
So we segment and
target that slice of the population.

What determines a successful segmentation?
Sultan Kermally in Gurus On Marketing advises
“For segmentation to be successful,
it is important for a segment to be
large enough for it to be profitable;
distinct enough to differentiate;
homogeneous enough to prepare a marketing plan
and
measurable to determine
the effectiveness of marketing.”

I usually start with the first,
size for profitability.
It is easiest to measure
and is an absolute must.

This entry was posted on Sunday, April 27th, 2008 at 6:00 am and is filed under Marketing. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.

1 Comment

  1. April 29, 2008 @ 3:22 pm


    I don’t understand why it has to be one approach or the other. McKinsey just published a report in Research World which mentioned this. I summarized the findings here:

    http://www.tomhcanderson.com/2008/04/29/high-performing-companies-all-use-text-analytics-and-don%e2%80%99t-mix-their-segmentation-and-crm/

    Our segmentation methodology (Anderson Analytics), combines the best from CRM/DM, Behavioral and Emotive segmentation techniques. Good segmentation schemes have to be both strategic as well as actionable.

    -Tom

    Posted by Tom H. C. Anderson

Leave a Comment

Please note: Comment moderation is enabled and may delay your comment. There is no need to resubmit your comment.