Zain formerly known as Celtel
Zain builds and operates world-class communications networks that deliver reliable and competitive services in Africa.

Zain provides service to more than 15 different African markets including Uganda, Nigeria, the DRC, Burkina Faso and Gabon. Zain pioneered the One Network service which allows cheaper and easier connectivity between many different African regions and countries.

As part of the development of the Global Segmentation Strategy for Zain, Zanusi created the Market Segmentation Profiles for 6 different Zain Markets. This involved analysing raw data from excel tables and creating 4 different segment profiles for each of the 6 different countries sampled.

By analysing the stories told by the segment profiles, Zanusi put together the Segmentation Strategy and created a Global Segmentation Strategy which consists of identifying the similarities between the segments in each of the 6 different countries and creating a Global Segment Profile and Global Segment Strategies.

The Results
Detailed quantitative and qualitative analysis brought to life with rich stories, visuals, and film. All of it used to bring Zain's segments ‘to life' for the in country marketing managers.

The Process
Zanusi's Segmentation Strategy Framework, which constantly evolves, is an important piece of migrating brands for future profits. We use international best practice and blue chip segmentation experience to craft a customized, global segmentation strategy.