Developing Value Propositions from Market Segmentation
This case study is based on a major project that we undertook for a leading international financial institution in 2014/15 which covered one of its UK divisions.
Key Learning Points
The client was able to achieve a number of changes in the business as a result of the project:
Focusing on the real business needs of customers
Identifying groups of customers with common requirements
Developing a specific value proposition for each of the segments
Prioritising the segments (and customers within the segments)
Structuring the firm’s sales and marketing activities to meet these customers’ needs