Brijesh Kumar Email & Phone Number

India

Objective: The customer planned to launch a new product in the market; so the customer wanted to get a clear understanding of distinct and actionable segments in the market (if they exists) for firming up targeting plans outcomes.Methodology/Approach: We proposed a primary survey along with the secondary data to come up with robust hybrid segmentation. First step was to find out the discriminatory power of the attributes and hence identify the attributes which are differentiating the market into non overlapping (to the extent possible) segments. Attributes and number of segments were obtained through an iterative process using latent class analysis. These segments were then evaluated / tested for various key parameters using profiling exercise. Once the model was developed and segments were assigned to members, discriminant analysis was used for validation and prediction equations for tagging the entire target universe with segment information. Once the model was found robust we came up with the characteristics for each segments and hence targeting strategy for each segment.Reporting: Excel based simulator that generates profile for new/existing physician in the universe. Presentation of key finding in a power point deck. Excel workbook showing the differences across segments.

M.Tech, Quality Reliability And Operations Research (2002- 2004)

B.E, Electronics And Communications

Bareilly (UP).