Marketing Workshop (The Art of Customer Segmentation)

Natalia Rocío Cetina Castañeda - Pauleth Lorena González Esquivel - David Alejandro Jiménez
Medina - Lina Tatiana Novoa Velandia - Édisson Esteve Rodríguez Ordóñez - Daniela Salgado
Cartagena - César Eduardo Yasno Mora
INTRODUCTION
Customer segmentation is a fundamental art in the world of marketing and business
management. It is the process of dividing potential customers into smaller homogeneous
groups based on certain shared characteristics, with the goal of better understanding their
needs, behaviors and preferences. Through effective segmentation, companies can direct
their resources more efficiently, personalize their marketing strategies, and improve
customer satisfaction. In this introduction, we will explore the basic concepts of customer
segmentation, its importance in today's business landscape, and the different techniques
and approaches used to carry out this process.
In the competitive world of
business, understanding who you
are trying to reach is essential.
Customer segmentation allows
companies to identify and
understand the various
subpopulations within their target
market. These subpopulations may
differ in terms of age, gender,
income, geographic location,
purchasing behaviors, product
preferences, and a variety of other
demographic, psychographic, or
behavioral factors. By dividing the
market into smaller, more
manageable segments, companies
can adapt their marketing
strategies to meet the specific needs of each group, which in turn increases the chances of
success.
Customer segmentation is not a static process; rather, it is an ongoing exercise that
requires constant research, analysis, and adjustments. Advances in technology and data
analytics have expanded segmentation capabilities, allowing companies to obtain more
detailed information about their customers and adapt their strategies more precisely.
From analyzing demographic data to tracking online behavior, businesses have access to a
wide range of tools and techniques to segment their customer base effectively.
In summary, customer segmentation is a key element in marketing and business
management strategy. By dividing customers into smaller, more homogeneous groups,
companies can adapt their marketing strategies to meet the specific needs of each
segment, which in turn improves the efficiency and effectiveness of their marketing
efforts.
MARKETING - GROUP A
THE ART OF CUSTOMER SEGMENTATION

Not all customers are the same. So stop taking a one-size-fits-all approach to your
marketing and start segmenting your customers into smaller groups, says Andrew Gerrard
of InTouch Marketing.
Segmenting a market is sound practice. It enables you to develop a deeper understanding
of your customers and discover what makes them tick. When you are communicating a
message, it will be more effective if the recipient of the message finds it relevant.
Segmentation is simply a way of arranging your customers into smaller groups according to
type. These distinct sub-groups or segments should be characterised by particular
attributes. Now you can target specific, relevant marketing messages at each group.
And it's not just about what you say. How you communicate is also vital, and segmentation
often requires a carefully structured marketing mix. That's because some customers may
prefer the direct approach, such as telephone marketing, while others respond better to a
local advertising campaign.
First steps to customer segmentation:
Segmentation does not have to be complex. For a small company, it could be about
recognising that you have two or three distinct customer types with different needs. My
philosophy is to always start with the simple question: Who do we want to talk to? The
answer could be simple - customers. Segmentation principles can then add several layers
of intelligence, based on key differentials, such as:Patrones de gasto.
 Spending patterns.
 Gender.
 Where they live.
 Age.
 Socio-economic group.
What is important is not surface differences, but those differences that actually affect
buying behaviour. What triggers each person to buy? If you run a hairdressing salon, for
example, the type of offers you might make to customer groups would certainly differ on
gender and age lines. If you own a mail order business, you might be better off analysing
buying patterns and split customers into groups according to how much they spend, how
often they buy or what products they are most interested in.
Targeted selling:
MARKETING - GROUP A
By increasing your understanding about what your customers are buying, you can also
maximise opportunities for cross-selling or up-selling. I'm reminded of the builders
merchant who sells a tonne of bricks but doesn't cross-sell by selling the sand and cement.
By grouping together all the customers who regularly buy certain products, you can target
them with relevant offers encouraging them to increase their spend.
Not only is a relevant marketing message more effective as a sales tool, it is also about
good customer service. A piece of communication that acknowledges what you bought
and when is much more impactful than a bland message. What's more, if you are a
regular customer, a targeted message shows that you are appreciated and valued.
Conversely, a general message, which doesn't acknowledge previous purchases, could well
make you feel unloved and taken for granted.
Segmenting new prospects:
Communication with existing customers is one thing. But how do we go about identifying
new prospects and segmenting them? When it comes to finding new business, it is vital to
establish whether there is a market for your products and services and to identify the type
of people that would make the ideal customers. This could be based on your existing
customer profile. Or you may be branching out into a new area and need to identify clearly
who you are targeting.
The key is to draw a picture of an individual that represents the type of person you are
aiming at. If you take two very different types of prospect, you can see that they will have
very different needs, wants, values and opinions. And they will respond quite differently
depending on the marketing method you use.
Males:
 With time on their hands.
 Having a disposable income.
 Who have retired or are in semi retirement.
 Live in a rural environment.
Teenage girls:
 Living in cities
 With low disposable income
 But aspirations to enjoy life to the full.
These are certainly extreme examples, but they illustrate how different your segments
could be and why it is essential to target messages precisely and not send the same
messages to your entire customer base.
MARKETING - GROUP A
As you analyse your own customer base, it soon becomes clear that there are some
distinct groups with specific requirements. It's time to divide that customer base up and
target each group accordingly. The results could surprise and delight you.
Customer segmentation: An essential checklist:
The key questions you need to answer to develop a successful customer segmentation
strategy.
1. Who do we want to talk to?
 Customers.
 Lapsed customers.
 Potential customers.
2. What do we know about these
groups?
 Name.
 Address.
 Phone number, email address.
 Purchase history.
 Profitability.
 Contact history.
3. Where do we hold this information?
4. How up to date is it?
5. Does it comply with data protection rules?
 Read the data protection good practice guides produced by the Information
Commissioner's Office.
6. Have we checked telephone and fax preference service?
 You may not make unsolicited sales and marketing calls to people who have
registered with the Telephone Preference Service.
7. Are email addresses opt-in?
8. What is the buying history of customers?
Are they:
 Big spenders.
 Specialist buyers.
 Occasional shoppers.
 Old customers.
9. Have we segmented customers into different types?
10. Have we developed profiles of each type of customer?
11. Is our marketing communication targeted?
12. Are there some easy wins?
13. In cold contact what is our response rate?
14. What is our conversion rate?
MARKETING - GROUP A
MARKETING WORKSHOP – GROUP A

Solve the following questions:
1. What triggers each person to buy?
R/= Purchase motivation is based on a set of needs and factors that lead a
consumer to make a purchase. The reasons are very varied and can include both
personal and objective factors. Likewise, the range of consumer needs is extremely
wide and is influenced by various circumstances. Companies must take all this
information into account to develop, improve or modify their products and
marketing strategies.
This pyramid is divided into the following groups, from least to greatest
importance:
 Physiological needs: These are the most basic needs of human beings.
Among them are food and rest. Consumers need products that satisfy
these needs on a daily basis, which is why they are essential for anyone.
 Safety: It encompasses concepts such as job security, family security,
health or physical integrity. These needs are closely linked to more
abstract notions, although material values are also taken into account, as
in the case of private property.
 Ties: In this case, reference is made to interpersonal relationships, such as
family, romantic or friendship relationships. This group covers the
emotional needs of human beings and is one of the most important in the
pyramid.
 Recognition: In this phase, the human being is aware of his value and
demands that others recognize it. Therefore, in this group there are
concepts such as trust, success or respect, which are generated
individually, but are directly affected by social interaction.
 Self-actualization: This is the most important group in the pyramid and
deals with notions such as acceptance of facts and problem solving, as
well as morality and creativity. They are the deepest needs of the human
being and the most difficult to cover.
2. How to identify new perspectives and customer segmentation?

R/= It is essential to define that when talking about the customer perspective it
refers to an approach that examines a company from the point of view of the
people who buy and use its products and services. This view views organizations'
customer base as crucial to financial success and product sales.
MARKETING - GROUP A
This view examines performance objectives in terms of how they affect customers
and the market. From the client's point of view, objectives can be found for the
following:
 Customer service and customer happiness.
 Market share.
 Brand awareness.
Company managers determine in which customer and market segments the
business unit will compete and how to measure performance in each segment.
From the client's perspective and simply asking questions about how they would
feel in certain situations. Often, the steps a company takes to make customers
happy include:
 Pay close attention to what customers say.
 Develop trust in others and be respectful.
 Stay away from problem clients.
 Deal with problems first and then take the next step.
Business unit managers can find their competitive customer and market segments
by looking at things from the customer's point of view. They then decide how to
measure the performance of these specific groups.
To know the customer's perspective you can measure the:
 Customer satisfaction.
 Client retention.
 Acquisition of new clients.
 Customer profitability.
 Market share.
To identify new customer segmentation it is about finding new businesses, it is key

to establish if there is a market for your products and services and identify the type
of people who would be the ideal customers. This could be based on your existing
customer profile.
3. How does the author illustrate to determine the client you are looking for?
R/= Identifying and segmenting new potential customers is crucial to finding new
business. It is necessary to determine if there is a market for the products and
services and define the profile of potential customers, either based on current
customers or by exploring new sectors.
To determine effectively, it is key to create a detailed profile of the ideal client.
Different types of customers will have different needs, wants, values, and
responses to marketing methods.
For example:
MARKETING - GROUP A
 Men: With free time, disposable income, retired or semi-retired, living in

rural environments.
 Adolescents: Living in cities, with low disposable income, but with
aspirations to fully enjoy life.
These examples illustrate the importance of targeting messages precisely and not
sending the same messages to all customers.
Analyzing your current customer base can reveal different groups with specific
needs. Breaking down this base and targeting specific messages to each group can
result in surprising, positive results.
To develop a successful segmentation strategy, it is essential to answer certain key

questions that ensure that marketing messages are accurate and relevant to each
identified segment.
4. What is the most important thing in the essential checklist?

R/= One of the most important aspects of creating checklists is tailoring them to
different customer segments. A prospect segment is a group of potential customers
who share similar characteristics, needs, or preferences. By tailoring your checklists
to different segments, you can increase their relevance, value, and appeal to your
potential customers. You can also demonstrate your understanding of their specific
challenges and goals, and how your solution can help them. In this section, we'll
discuss how to tailor your checklists to different potential customer segments and
provide some examples of effective checklists for different segments.
To tailor your checklists to different potential customer segments, you should
follow these steps:
 Identify your customer segments. You can use various criteria to segment
your leads, such as industry, company size, role, pain points, budget,
decision stage, etc. The key is to identify the most relevant and meaningful
segments for your business and your solution.
 Create personas for each segment. A persona is a fictional representation
of your ideal customer in each segment. Include details such as name, age,
job title, goals, challenges, motivations, preferences, etc. You can use
templates or tools to create personas, or you can create them from scratch
based on your research and knowledge.
 Define the objectives and results of each checklist. For each segment, you
need to define what you want your customers to achieve or learn from
your checklist. This will help you craft the content and structure of your
MARKETING - GROUP A
checklist. You should also define the desired results or benefits from your
checklist for your potential customers.
 Write down the content and format of your checklist. For each segment,
you should write the content of your checklist and format it in a clear,
concise, and attractive way. You should use language and tone that
resonate with your customers and address their specific pain points and
goals.
 Test and optimize your checklists. Before offering your checklists to your
clients, you should test and optimize them for effectiveness and usability.
You can use tools like A/B testing, feedback forms, or analytics to measure
and improve your checklists.
 Ensure data accuracy and updating: Verify that information is updated and
stored appropriately.
 Comply with data protection regulations: Ensure you follow best practice
guides and respect customer preferences regarding communication.
CONCLUSIONS
 Customer segmentation is an essential tool for understanding diverse customer
needs and behaviors, allowing companies to adapt their marketing strategies more
effectively.
 By dividing the market into smaller, more homogeneous segments, companies can
personalize their messages and offers, increasing the likelihood that customers will
respond positively and improving customer loyalty.
 Customer segmentation is not a static process; It requires continuous research,
data analysis and adjustments to stay relevant and effective in an ever-changing
business environment.
 Although customer segmentation offers numerous advantages, such as identifying
new market opportunities and anticipating future trends, it also presents
challenges, such as identifying relevant segmentation criteria and avoiding
excessive market fragmentation.
 To carry out effective segmentation, companies must take a balanced approach
that combines quantitative and qualitative data, as well as a deep understanding of
the market and customer behavior, leveraging advanced analytical tools and
conducting both quantitative and qualitative market research.
CYBERGRAPHY
 Cofidis Retail (2021). ¿Cuáles han sido las motivaciones de compra de los
consumidores durante este 2021 y cómo usarlas a tu favor?”. Tomado de:
https://www.cofidisretail.es/retail/cuales-han-sido-las-motivaciones-de-compra-
de-los-consumidores-durante-este-2021-y-como-usarlas-a-tu-
MARKETING - GROUP A
favor#:~:text=Necesidades%20fisiol%C3%B3gicas%3A%20Se%20trata%20de,son
%20imprescindibles%20para%20cualquier%20persona.
 Ortega, C. (s.f.). “Perspectiva del cliente: Qué es y cómo medirla”. Tomado de:
https://www.questionpro.com/blog/es/perspectiva-del-cliente/
 Faster Capital (s.f.). “Adaptación De Listas De Verificación A Diferentes Segmentos
De Clientes Potenciales”. Tomado de: https://fastercapital.com/es/tema/adaptaci
%C3%B3n-de-listas-de-verificaci%C3%B3n-a-diferentes-segmentos-de-clientes-
potenciales.html
 Pérez, L. (1969, diciembre). “El arte de segmentar mercados”. Tomado de:
https://utecno.wordpress.com/wp-content/uploads/2018/09/el-arte-de-
segmentar-mercados.pdf
MARKETING - GROUP A

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Natalia Rocío Cetina Castañeda - Pauleth Lorena González Esquivel - David Alejandro Jiménez

THE ART OF CUSTOMER SEGMENTATION

MARKETING WORKSHOP – GROUP A

2. How to identify new perspectives and customer segmentation?

To identify new customer segmentation it is about finding new businesses, it is key

 Men: With free time, disposable income, retired or semi-retired, living in

To develop a successful segmentation strategy, it is essential to answer certain key

4. What is the most important thing in the essential checklist?

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