Telecommunications
___________Mobile Financial Services (MFS) Market Segmentation in Senegal and Tanzania
INITIAL SITUATION
Our client needed to carry out an actionable segmentation of the market that would provide them with different user profiles based on their needs with the aim of properly guiding their strategy and designing products related to each segment.
METHODOLOGY
The study was carried out from a quantitative investigation where analysis techniques were used that allowed the market to be broken into segments with homogeneous profiles where our client subsequently focused on a differentiated marketing strategy in terms of services and communications.
OBJECTIVES AND RESULTS
Detection of value spaces with growth opportunities for our client in the extracted segments that allowed them to maximize the potential of the brand.
Identification of key messages to communicate in each segment to increase the loyalty rate.
Subsequently, a series of studies were carried out to extract insights keys that can be transformed into innovative services with potential in the most profitable segments.
