贝恩市场营销-customersegmentation.ppt

customersegmentation.PPT Agenda Agenda Context The Process Why Do Customer Segmentation? Agenda Retention and Acquisition Applications (1 of 2) Applications (2 of 2) Agenda Customer Segmentation Steps Agenda Segmentation Methods Comparison of Segmentation Methods Needs-Based Segmentation Factor/Cluster Analysis Behavioral and Demographic Segmentation CHAID Segmentation Requirements Agenda Target Segment Selection Target Segment Selection Matrix Agenda Value Proposition Development Agenda Profit Potential Quantification Agenda Smith’s Fashion Center* - Process Smith’s Fashion Center - Segments Smiths Fashion Center - Current Customers Smiths Fashion Center - Expansion City Customers Smiths Fashion Center - Merchandising Strategy Agenda Highland Hotels* - Background Highland Hotels - Process Highland Hotels - Customer Profitability Highland Hotels - Profitability Drivers Highland Hotels - High Profit Segments Highland Hotels - Target Segment Highland Hotels - Value Proposition Agenda Key Takeaways (1 of 2) Key Takeaways (2 of 2) Takeaway Slides (1 of 3) Takeaway Slides (2 of 3) Takeaway Slides (3 of 3) customersegmentation.PPT Smith determined that its target segments were “Fashion Value” and “Fashion on a Shoestring”. *In this case, spending was a good proxy for profit Ability to serve in a differentiated way customersegmentation.PPT Chosen Expansion City Smith chose an expansion city with a high mix of its target segments. customersegmentation.PPT Importance of Accessories Merchandise Quality Based on the needs of the target segments, the merchandise strategy was adjusted to include accessories and more low quality brands. customersegmentation.PPT 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 customersegmentation.PPT *D