File includes 3 templates. The first form has 27 of the most frequent criteria for segmentation organized in 4 main areas. For most of the 27 criteria we identify/suggest the most common cohorts; for instance, for Behavioral – Buying occasion: Impulse, Regular, Special Occasion, List, On promo-only. The second is a template for you to clearly organize, based off the wide array of variables of segmentation suggested, each product or product line. This template facilitates thinking about adjacent segments and other potential opportunities in terms of segmentation. The third has a SWOT form for this specific topic; the Strategy4Action framework peruses 23+ areas, including segmentation, to find new opportunities (as well as threats, strengths, and weaknesses).
File format: compressed (zip) excel file, editable.
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