Arguably the most difficult but rewarding Marketing task. This is a high level presentation on how to segment a B2B or B2C market.

1. How to segment aMARKET Created by SimplyDigitalMarketing.com

2. What is MarketSEGMENTATION? Segmentation is the process of grouping together markets who have similar characteristics, needs and buying styles. Markets can be consumers/customers/businesses/individuals/groups or a mixture of many.

3. Why segment yourMARKETS? Many reasons; here are two 1. Having well segmented markets sets the foundation for who you target and how you position your brand, products and services to them.(Segmentation, Targeting, Positioning- the STP process) 2. Quality segments gives you a chance of understanding how they might respond to your marketing activities, thus you can tailor your activities and messages accordingly.

4. Stages ofSEGMENTATION 4 steps to start you off... There is no substitute for comprehensive segmentation, however these 4 high level steps should help start you off in the right direction: Define your market(s) Map your market(s) Understand your audience(s) Form your segments (B2B, B2C, Both)

6. What is that market’s need?Note: You need a clear set of boundaries for each market; for instance, geographic area. Your markets should be broad, yet specific as there could be a number of ways in which to satisfy your audiences needs (not just yours).

7. 2. Map yourMARKETS Helps you understand the buying points Map out your suppliers, distributors, retailers, contractors, final users and so on. Plot out any decision points and break down of stock

8. 3. Understanding yourAUDIENCE Helps you understand the touch points At what points do your audience come in contact with your business during the buying process?

9. 3. Understanding yourAUDIENCE Understand What, Where, When, How and Who? Develop micro-segments on what is bought, where, when, how and by who. You will end up with 10’s of micro segments.

10. 3. Understanding yourAUDIENCE Who are the decision makers and influencers? Split out your influencers and decision makers. They will need different messages.

11. 4. Segment byCONSUMER Customer/Consumer grouping Group your decision makers and influencers as appropriate. Could be by demographic, geographic, psychographic, behaviouristic * Based on 8 class levels

12. 4. Segment byBUSINESS Business grouping Group your target businesses as appropriate e.g. Sector, Private, Public, Size, Location, Company age

13. Criteria forSUCCESS How you qualify your segments Your segments should be: Measurable Accessible Substantial Unique Appropriate Stable Source: CIM The Marketing Planning Process

14. A FinalWORD The segmentation process is arguably the most challenging, but insightful of all marketing tasks. This presentation only scratches the surface and further reading should be doneon each stage. Marketing Plans by Malcom McDonald and Hugh Wilson has an excellent section on segmentation.

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16. InformationREFRENCES Phil Megicks, Ray Donnelly, Graham Harrison. (2009) The Marketing Planning Process. Elsevier, London.