Customer Segmentation Framework
Provides a systematic methodology for effective customer segmentation.
Segmentation Criteria (STP)
1. Segmenting
Demographic Segmentation
| Criteria |
Examples |
| Age |
20대, 30대, 40대+ |
| Gender |
Male, Female |
| Income |
Low income, Middle class, High income |
| Occupation |
Student, Office worker, Self-employed, Freelancer |
| Household |
Single-person household, Two-person household, Family |
Psychographic Segmentation
| Criteria |
Examples |
| Lifestyle |
Health-oriented, Convenience-seeking, Value-for-money |
| Values |
Quality, Experience, Price, Sustainability |
| Personality |
Adventurous, Conservative, Trendy |
| Interests |
Cafe culture, Home cafe, Barista |
Behavioral Segmentation
| Criteria |
Examples |
| Usage frequency |
Heavy/Medium/Light User |
| Purchase motivation |
Daily, Gift, Special occasion |
| Brand loyalty |
Loyal, Switching, New |
| Channel preference |
Online, Offline, Omnichannel |
Geographic Segmentation
| Criteria |
Examples |
| Region |
Capital area, Metropolitan city, Provincial |
| City size |
Large city, Medium-small city, Small city |
| Climate |
Four seasons, Tropical |
2. Targeting
Segment Evaluation Criteria
- Size: Is the market size sufficient?
- Growth: Is there growth potential?
- Accessibility: Can it be reached effectively?
- Profitability: Can it generate profit?
- Fit: Does it fit well with the brand?
Targeting Strategies
- Concentrated: Focus on a single segment
- Differentiated: Respond to each of multiple segments
- Undifferentiated: Mass marketing
3. Positioning
Establish a positioning strategy suited to each segment
Segment Profile Template
## 세그먼트: [세그먼트명]
### 한 줄 정의
> [세그먼트를 한 문장으로 정의]
### 인구통계적 특성
- 연령:
- 성별:
- 직업:
- 소득 수준:
- 거주 지역:
### 심리적 특성
- 라이프스타일:
- 가치관:
- 관심사:
- 미디어 소비:
### 행동적 특성
- 구매 빈도:
- 선호 채널:
- 의사결정 요인:
- 정보 탐색 행동:
### 니즈 (Needs)
1.
2.
3.
### 페인포인트 (Pain Points)
1.
2.
3.
### 브랜드 접점
- 인지 채널:
- 구매 채널:
- 관계 유지:
### 세그먼트 크기
- 추정 규모:
- 성장률:
- 브랜드 적합도: ★★★★☆
Segmentation Validation Checklist
- Is each segment clearly distinguished?
- Is the segment size sufficient?
- Is the segment accessible?
- Is the segment measurable?
- Is a differentiated strategy possible for each segment?
- Is the segment stable over time?
Example: Coffee Brand Segments
| Segment |
Characteristics |
Needs |
Channel |
| Work-life balance office worker |
30s, busy daily life |
Convenience + quality |
Online, office |
| Trendsetter |
20s-30s, active on social media |
Experience + sharing |
Instagram, cafe |
| Premium enthusiast |
40s+, expertise |
Top quality |
Specialty store, DM |
| Home cafe mania |
All ages, DIY |
Tools + coffee beans |
YouTube, community |
File Storage
The segment analysis document is saved in the project's standard directory structure.
{project}/
├── reports/
│ └── strategy/ # 전략 문서 저장 위치
│ ├── segment-profiles.md
│ └── targeting-strategy.md
└── tmp/ # 초안 및 임시 파일
File naming convention
{project}/reports/strategy/{document-type}-{date}.md
예시:
reports/strategy/segment-profiles-20240115.md
reports/strategy/targeting-strategy-20240115.md
Usage
This skill is segmentation-architect referenced by the agent when designing segments.
