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customer segmentation
Last week, I wrote about the value of segmenting customers, using Lululemon, Coca-Cola and microbrewed beer as examples. I deliberately used familiar brands and products because they explain the value of segmentation in terms that are easier to understand. Also, Business to Consumer (BTC) companies often launch businesses, introduce line extensions and design marketing campaigns...
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As a devout fan of micro brewed beers, I can’t imagine a world filled with only Budweiser and Coors Light. Likewise, I might not be a coffee drinker if I only had the option of a light roast loaded with cream and sugar. A Southerner at heart, the tastes of the great Northwest have rubbed...
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