Segmentation Case Study

This document summarizes a credit card segmentation study conducted by EMM Group for Bank X in a major developing market. EMM used their proprietary segmentation technique to identify two new needs-based segments in the premium credit card market: confident entrepreneurs targeted with a gold card, and another segment targeted with a platinum card. Insights about the segments were developed and new value propositions and service packages were created to meet the functional and emotional needs of each segment. As a result of these segmentation and targeting efforts, all of Bank X's key business indicator goals were exceeded.