Category Segmentation variables can be mapped as the 5 Ws- Who, Why, What, When, Where | Part 1

The foundation of Strategy is STP- Segmentation, Targeting, Positioning.

As a Start point,

1. Map Segments/Demand Spaces that exist in your category
2. Identify Underserved and Unserved Niches
3. Map your ‘Right to Win’ in these Niche segments, Zero in on your Target segment and Position your Brand for them.

TARGET SEGMENT identification shapes the ‘WHERE TO PLAY’ part of your Strategy where you make further choices on- Geographies, Channels, Product types.

And POSITIONING shapes the ‘HOW TO WIN’ part of your Strategy capturing your Value proposition and Competitive advantage.

Here is a simple Framework to map ‘Category segments/Demand Spaces’ in your product category.

1. WHO- User groups, Lifestage and Typologies | Kids, Teens, Young at hearts/Youth, working ladies, Housewives, Moms, Urban warriors, Elders(Silvers)
2. WHY- Purpose, Functional and Emotional benefits that the product category offers
3. WHAT- Product Forms, Formats
4. WHEN- Periods of consumption, time of day, week or year
5. WHERE- Places of Purchase & Consumption
6. PRICE- Price/Performance position | Economy, Premium, Super premium.

Action Plan- For your category, map the 5 Ws of Segmentation.

In the next post, to explain the above framework, I’ll share a ‘Segmentation’ Scope on the ‘Biscuits’ category.

And then a Framework to assess ‘Right To Win/Segment Attractiveness’ to help zero in on your Target segment.

So watch this space.