From Market Segmentation to Customer Segmentation: Opportunities for Competitive Advantage and Growth

You’ll know what market segments you’re going to focus on and who your competitors will be, allowing you to begin to develop a brand strategy to differentiate and position your brand(s).

3. Acquisition products. Whether working with a cataloger or other consumer marketer where direct marketing was an important driver of growth, I’ve encountered the 80/20 rule, where across a product portfolio of hundreds of products, a minority of the SKUs drove the majority of profitable new customer acquisition.