贝恩市场营销经典资料二【47页】.pdfVIP

bc Customer Segmentation Author: Laird Reed Contributors: Barbara Bilodeau, Dorie Krawiec March 1998 Copyright? 1998 Bain Company, Inc. Customer Segmentation ? The customer segmentation concept ? Applications ? Customer segmentation steps – segment customers – choose target segments – create value propositions for target segments – determine profit potential of serving target segments with value propositions ? Examples – needs-based – behavioral ? Key takeaways Agenda bc BOS customersegmentation.PPT 2 Copyright? 1998 Bain Company, Inc. Customer Segmentation Agenda ? The customer segmentation concept ? Applications ? Customer segmentation steps – segment customers – choose target segments – create value propositions for target segments – determine profit potential of serving target segments with value propositions ? Examples – needs-based – behavioral ? Key takeaways bc BOS customersegmentation.PPT 3 Copyright? 1998 Bain Company, Inc. Customer Segmentation Customer segmentation is an important tool for customer analysis. Context Cost Customers Competitors Capabilities Strategic ? To identify cost Purpose: reduction opportunities Tools: ? To identify ? To achieve revenue and differentiation profit maximizing and to preempt strategies competitors’ moves ? Customer Segmentation ? Purchase Criteria Rating (Importance Analysis) ? Company Positioning (Effectiveness Analysis) ? Attractiveness Analysis ? Value Proposition Development ? Customer Retention and Loyalty ? Customer Acquisition ? To determine the strategies that fit best with a company’s core competencies bc BOS customersegmentation.PPT 4 Copyright? 1998 Bain Company, Inc. Customer Segmentation The Process Customer segmentation is a process of identifying homogeneous groups of customers. Once customers have been segmented, a company chooses target segments and approaches each segment with a value proposition that meets the segment’s needs. Segment customers (existing and potential) ? Each customer segment desc