New consumption patterns highlight the importance of personalisation in products and services; thus, market segmentation is the only way to properly reach customers. Small market segments and a targeted planning strategy may be undertaken for a precise market position to be effectively achieved. This case study aims to reveal the importance of market segmentation, targeting and positioning in the airline industry showcasing Singapore Airlines Group. By analysing such an important airline group, this case study focuses on customer services in detail, to develop a deeper understanding of strategic segmentation and the design of customer personas.