5. Segmentation, Determining the Target Audience and Positioning
5.2 Target Groups and Segmentation
Elsa PEKMEZ ATAN -QNB Finansbank Enpara.com Exec VP (2010-2017)
QNB Finansbank Enpara.com Executive Vice President Elsa Pekmez Atan (2010-2017), talks about how Enpara.com managed to become ‘a bank within a bank’ by identifying a new target group among banking customers whose needs were not met previously. In the case we witness Enpara.com’s market success obtained within a short period after its launch.
In the Q & A section, ways of identifying new target groups and the importance of target groups for segmentation are discussed.
