Product Description
by Mark Freeman (Author)
MARKET SEGMENTATION IN THE FMCG INDUSTRY
The goal of market segmentation is to offer the right products, in the right locations to the right consumers.
This book was written to give readers a hands-on understanding of how market segmentation is performed in practice. This book serves as a guide for readers wanting to implement actionable and consumer-centric marketing strategies via market segmentation.
It takes marketing strategies to the next level by outlining how to understand consumer behavior better than anyone else. Offer relevant products and marketing messages to the right consumers and turn consumer insights into action.
This is a comprehensive step-by-step guide that takes the reader through the process of how to work with market segmentation in the FMCG industry.
All steps have been thoroughly evaluated and successfully implemented in practice. The knowledge shared in this book has been accumulated by working in the industry for years and from extensive research on the subject.
Market Segmentation in the FMCG Industry
◆ Defining the market: Volume and profit pool calculations
◆ Why market segmentation is relevant and the objectives
◆ Levels of market intelligence and how to utilize different datasets
◆ Designing a consumer segmentation research study for psychographic and need-states data
◆ Market segmentation models and how to use them
◆ Full implementation of the market segmentation and how to make it actionable
... and much more
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