麦肯锡－案例库Segmentation.pptVIP

Market Segmentation: A FIG Perspective FINANCIAL INSTITUTIONS CONCEPTS TRAINING CONTENTS BANK CUSTOMER SEGMENTS CUSTOMER SEGMENTATION IS A VITAL ELEMENT OF THE VALUE DELIVERY SYSTEM NY-ZXP662/980206YhaHR1 February 9, 1998 Mike Sherman, Senior Marketing Specialist, HK What is segmentation? How do we use segmentation? How do we segment a customer base? What is segmentation? Objective Criteria Examples General Banking How do we use segmentation? How do we segment a customer base? Customer segmentation is a process of separating a large group of customers or prospects into smaller groups that share common characteristics. It aims to identify segments that can be more profitably served by adapting average products, channels, and service offerings to their specific needs. CUSTOMER SEGMENTATION DEFINED Actionable Segmentation addresses the business objective Differentiable Segments are different between and similar within Defensible Potential for first mover advantage Profitable Profit opportunity identified in the segments Reachable The company must be able to communicate and deliver to the segments Executable Company has the (potential) skills and systems for implementation SEGMENT YOUR CUSTOMER BASE ACCORDING TO SIX CRITERIA Criteria Description SOFT DRINK MARKET IS HIGHLY SEGMENTED ?COCA COLA Refreshment Coke One cola for everyone Low-calorie refreshment Diet Coke Caffeine-freeCoke Refreshment without caffeine Fruit-flavored refreshment Cherry Coke Exercise shoes Air Zoom Air Max Running shoes Soccer shoes Tiempo Pro One sneaker for everyone SNEAKER MARKET SEGMENTS ACCORDING TO ACTIVITY TYPE ?NIKE Basketball shoes Air Jordan Customer groups Retail Private financial services 1/2 banks Characteristics Focus Small business Sales US$ 5m 1 lead bank Middle market Sales US$ 5-250 m Lead bank and several other suppliers Large corporates Sales US$250m Numerous suppliers Low Mass Upscale Affluent Customers Assets Liabilities RETAIL CUSTOMER GROUPS HAVE D