Market segmentation, targeting and positioning are the three components of what is commonly known as the S-T-P strategy. Each step contributes to the development of a targeted promotional plan. The ...

Even experienced entrepreneurs need to see how dynamically market segmentation can change. As we venture further into the future, there are constantly new factors at play: disruptive technologies, ...

Car buying has changed significantly over the past few years. Buyers no longer restrict themselves to a single vehicle category before starting their search. Instead of choosing between hatchbacks, ...

The pandemic has been a huge reset of our times. The historical understanding of customers and their segments is undergoing change. In fact, I'm finding that new-age customers are multilayered and ...