Understanding different market types is crucial for successful business strategies. Segmented markets categorize clients based on their aspirations and beliefs, with aspirational customers seeing brands as reflections of their identities.
They have identified three customer segments:
1. The first one we called Gasol.
2. The second one we called Junior.
3. The third one we called Becky.
They got out of the building and they spoke to a series of customers over
60, they found that there were two separate segments: the original segment and the casual attended games ● Original segment: rabid sports jersey owners, who were male, from 13
to 35 years old, who passionately followed their team and went to a lot of
games.
● People who casually attended games: male and female, closer to
18-30 years old and casual fans.
CLONE MARKET
Customers known because the market is a copy of an existing one. No competitors
NEW MARKET
Customers unknown. All you have in a vision an hypothesi, you're going to create the market. No competitors at day 1. You can sell to the sell adopter all you want but you have a small busiess
SEGMENT OR RE-SEGMENT ON EXISTING MARKET
Hypothesisi about who the customers are. There is a gap between your early adopters and mainstream market that is callerd " the chasm". In this case if you're not careful your sales might collapse until the mainstream adopts
EXISTING MARKET
● Incumbents exist. Customers can name the market.
● Customers want or need better performance.
● And it's usually a technology-driven play ● Positioning is driven by the product and how much value customers place on its
features.
B2C The user is different from the payer?
B2B Understand the ecosystem
Detractors (0-6)
Passives (7-8)
Promoters (9-10)
Different value propositions required different side market
Understand which customer segment in a two-side market are users of the product and which other are payers
SEGMENTED MARKETS
NICHE MARKET
MASS MARKET
JOBS TO BE DONE
What's the customer segment trying to get done
Is it a problem or a need?
ENGAGEMENT
NPS: Net Promoter Score is a standard for customer engagement
Use a number scale from 0-10 that answers the following key
question: How likely is it that you would recommend [brand] to a friend or colleague?
a holistic characterization of a consumer's behavior,
encompassing a host of sub-aspects of behaviour such as loyalty, satisfaction, involvement,
Word of Mouth advertising, complaining and more.
CUSTOMER GAINS AND PAINS
Define the customer persona archetype
Go out of the building and try to talk to the major number of users/customers to interview and test them about their interest
ASPIRATIONS
What are their beliefs and utopia?
What do the client aspire to?
Aspitational customers are happy shopper and they see brands as badges of their own identities
