Customer Reviews

All Consumers Are Not Created Equal: The Differential Marketing Strategy for Brand Loyalty and Profits

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Interesting ideas on segmentation of consumers into profit groups (high/low profit) consumers written in an entertaining style. Starting with a clear and accurate description of the current FMCG environment, the book laks real applicable solutions. Basic idea is true, but far from new: one should focus on the small number of people who account for the larger part of your sales. Ofcourse, Pareto knew this already long ago... The fact that the name Ogilvy appears on the covers is their best example of how marketeers should opperate.

The concept is sound applying the 80 / 20 rule to marketing, although a little dated for this century. The author's views only seem to apply to macro level of analysis of fast consumer goods, in particular food products. More complex customer relationships can easily disprove the 80/20 rule e.g. financial service products are not really discussed. There are some good examples on how the authors approach can be proven, but it is not a theory more a point of view.

Read, understand and then find better books on how to segment customers correctly.