Management Questions

At the very minimum, a segmentation should answer the following questions in order to be successful:

• Which consumer segments represent the largest profit pools in our category?
• What is our share of wallet across segments today?
• How should we prioritize the various growth opportunities within and across segments?
• What messages and offerings will command the attention of these consumers?
• How can we position our brands and sub-brands for growth against competitors and one another?
• What changes in product offerings, service, and brand perception should we make in order to increase share among targeted segments? How are these changes best achieved?

Source: Consumer Segmentation: A Call to Action | Mary Egan, Jean-Manuel Izaret | Boston Consulting Group (BCG)

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