After studying this chapter, you will be able to:
Understand the importance of market segmentation
Understand the bases for market segmentation
Understand the segmentation criteria and process
Understand the customization strategy
Soujanya Rammohan, a fresh B-school graduate, considered many options before deciding to offer “food-to-home” services. She intends to supply the three major meals—breakfast, lunch and dinner— and snacks to households. The plan is to have term-based customers by selling monthly, quarterly, half-yearly and annual cards to families. This service will help the families escape from kitchen-based investments and reduce the physical stress and strain associated with cooking. ...