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The time has come for the Bank to begin defining the its business
objectives, strategies & tactical plans by focusing on the most
basic of all strategic questions:
What makes certain groups (consumers & businesses)
buy the Banks products, services & brand?
Segmentation Criteria
The design of a final segmentation scheme
was contingent upon specific selection
criteria:
Be applicable to financial services
products in the United States
Differentiate financial services usage
among the market segments (usage
patterns should differ as much as possible
across market segments)
Be predictive of financial product usage
among consumers & businesses within any
of the market segments identified
Require the collection of as little
information as possible by business
development personnel to categorize
households into a market segment
Permit the sizing of markets based upon
the availability of market information
Applicable
Applicable
to
to banking
banking
products
Require
Require
collection
collection
of
of minimal
minimal
data
Predicti
ve
Permit
sizing
sizing of
of
markets
markets
Differentia
Differentia
te
te usage
usage
among
among
segments
6
5
4
3
2
1
6-Task Approach to
Segmentation
Develop strategy
Prioritize the segments
Perform financial analysis
Profile the market & customer base
Describe the behavior of segments
Determine the basis for segmenting the market
$100,000+
$50K-$99,999
Younger Upscale
$40K-$49,999
Under $30K
55-64
65+
Upscale
Older Upscale
High
Income
Credit
Driven
Credit
Driven
$30K-$39,999
45-54
35-44
Low
Income
Credit
Driven
Younger
Fee
Fee Driven
YoungerMiddle
Older
Middle
Middle
Market Market
Market
Older
Driven
Fee Driven
Middle
Middle Income
Income
Depositor
Depositor
Retired
Depositor
Lower Income
Low Income
Depositor
Depositor
Segment
Attractiveness
Financial
Considerations
Balance Sheet
Considerations
Market
Considerations
5
4
Competitive
Competencies
Attractiveness of Segment to
the Bank
Unattractive
Banks
Competitive
Competencies
Weak
Average
Strong
Disinvest
Phased Withdrawal
Cash
Generation
Average
Phased
Withdrawal
Attractive
Double or
Quit
Custodial
Growth
Try
Harder
Growth
Leader
Leader
Objectives:
Evaluation
Meets criteria
Meets criteria
Meets criteria
Criteria:
Evaluation
Meets criteria
Meets criteria
Meets criteria
Meets criteria
Meets criteria
Evaluation
Meets criteria
Meets criteria.
We will import financial data into a geodemographic market potential model.
Segment Descriptions
Segment
Segment Definition
Age: 18-34
Income: Under
$50K
Age: 18-34
Income: $50K $99K
Age: 18-34
Income: Over
$100K
Segment Descriptions
Segment
Segment Definition
Age: 35-44
Income: Less than
$50K
Younger Middle
Market
Age: 35-44
Income: $50K to
$124K
Younger Upscale
Age: 35-54
Income: $125K or
More
Segment Descriptions
Segment
Segment Definition
Age: 45-54
Income: $50K to
$124K
Age: 45 to 65
Income: Under $50K
Age: 55+
Income: $50K to
$124K
Segment Descriptions
Segment
Segment Definition
Age: 65+
Income: Less than
$50K
Older Upscale
Age: 55+
Income: Over $125K
The Younger Lower Income Depositor & the Older Lower Income
Depositor segments are more heavily represented in the customer
base than in the trade areas surrounding the branches. They
clearly represent an area of strength & opportunity; but, theyre
not growing segments.