28th November 2002

 

MARKETING SEGMENTATION EXPLAINED

 

Birds of a feather shop together, according to marketing expert Mike Igoe.

 

Mr Igoe, who is business development manager for Jacksons Stores Ltd, will give a lecture next week on marketing segmentation and how sales can be increased in a competitive market.

 

His talk on Marketing Segmentation Explained will be given at the University of Lincoln on Tuesday 3rd December 2002.

 

The lecture will begin at 6.30pm in the Co-op Lecture Theatre on the Brayford Pool campus.

“We have all heard that by identifying differences in consumers’ characteristics and targeting each segment according to their needs, the sum of the parts can be greater than the whole,” says university marketing lecturer Peter Leadley.

 

“This presentation is based on a case study of Jacksons Stores Ltd and describes how they approached the research, identified homogeneous groups of customers, differentiated their proposition and put into effect their plan.

 

“The effect was that Jacksons became UK convenience store of the year in 2000 and 2001, and nine stores have been short-listed for convenience store of the year 2002.”

 

Mike Igoe joined the company in 1976 as a store manager following his graduation and his career has since covered many different areas of the business. 

 

All are welcome to attend the lecture – please book a seat by emailing pleadley@lincoln.ac.uk

 

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For more information contact: Jez Ashberry, Press and Media Relations Manager

University of Lincoln

Tel: 01522 886042

Email: jashberry@lincoln.ac.uk

 

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