“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 firstname.lastname@example.org
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