Consumer segment

Flanking can be executed by targeting either a geographical segment or a consumer segment (group) that is not being well served by competitors, when the competitor is unwilling or unable to retaliate.

Rollout The process by which a company introduces a new product or service to different geographical markets or consumer segments.

Multiple characteristics are used to determine the groups, and differences within a category need to be less than differences between categories. Cluster analysis is a good demographic tool for consumer segmentation in marketing research.

See also: Expected, Measurement, Management, Household, Company