Spreading a common tongue: Embedding an integrated consumer segmentation system to power business strategy

Phong Huynh, Alena Rossini, Desmond Chan, Kalidas Ashok and Laurenz Koehler

This paper illustrates how a segmentation study was conducted for Celcom, a Malaysian telecoms business, using a creative approach that embedded the findings throughout the organisation.

Spreading a common tongue: Embedding an integrated consumer segmentation system to power business strategy

Phong Huynh, Alena Rossini, Desmond Chan, Kalidas Ashok and Laurenz KoehlerMillward Brown, Celcom Axiata, MaPS and Duxton Consulting

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Introduction

Almost every consumer-focused organisation has, at some point, attempted to develop an effective segmentation to help their business to prioritize or develop growth strategy. Yet nearly half of marketers feel their outcome or solution was not utilized to its full potential within their organisation.

One could argue that whilst there has been substantial focus on tool and...

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