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1、Author: Laird ReedContributors: Barbara Bilodeau, Dorie KrawiecbcSegmentationCustomerMarch 1998Copyright 1998 Bain & Company, Inc. 2customersegmentation.PPTbcCopyright 1998 Bain & Company, Inc. Customer SegmentationBOS The customer segmentation conceptApplicationsCustomer segmentation steps segment
2、customerschoose target segmentscreate value propositions for target segmentsdetermine profit potential of serving target segments with value propositionsExamplesneeds-basedbehavioralKey takeawaysAgenda3customersegmentation.PPTbcCopyright 1998 Bain & Company, Inc. Customer SegmentationBOS The custome
3、r segmentation conceptApplicationsCustomer segmentation steps segment customerschoose target segmentscreate value propositions for target segmentsdetermine profit potential of serving target segments with value propositionsExamplesneeds-basedbehavioralKey takeawaysAgenda4customersegmentation.PPTbcCo
4、pyright 1998 Bain & Company, Inc. Customer SegmentationBOS CompetitorsCustomer Segmentation Purchase Criteria Rating (Importance Analysis) Company Positioning (Effectiveness Analysis) Attractiveness Analysis Value Proposition Development Customer Retention and Loyalty Customer AcquisitionCustomersTo
5、 identify cost reduction opportunitiesCustomer segmentation is an important tool for customer analysis.CostCapabilitiesStrategic Purpose:Tools:To identify revenue and profit maximizing strategiesTo achieve differentiation and to preempt competitors movesTo determine the strategies that fit best with
6、 a companys core competenciesContext5customersegmentation.PPTbcCopyright 1998 Bain & Company, Inc. Customer SegmentationBOS *In some cases, there will be only one target segmentCustomer segmentation is a process of identifying homogeneous groups of customers. Once customers have been segmented, a co
7、mpany chooses target segments and approaches each segment with a value proposition that meets the segments needs.Each customer segment describes a homogeneous group of customersSegment customers (existing and potential)Choose target segments*Create value proposition for each target segmentDetermine
8、profit potentialTarget segments are the most attractive customer segments for a given company to focus onA value proposition is the combination of product, service, and delivery offered to the customerThe potential profit from serving the target segments with proposed value propositions must be dete
9、rminedThe Process6customersegmentation.PPTbcCopyright 1998 Bain & Company, Inc. Customer SegmentationBOS Customer segmentation is valuable because all customers are not created equal. Each customer segment has a unique set of needs and requires its own value propositionThe profit potential differs b
10、y customer segmentCustomer segmentation helps companies focus scarce resources where they can be most leveragedWhy Do Customer Segmentation?7customersegmentation.PPTbcCopyright 1998 Bain & Company, Inc. Customer SegmentationBOS The customer segmentation conceptApplicationsCustomer segmentation steps
11、 segment customerschoose target segmentscreate value propositions for target segmentsdetermine profit potential of serving target segments with value propositionsExamplesneeds-basedbehavioralKey takeawaysAgenda8customersegmentation.PPTbcCopyright 1998 Bain & Company, Inc. Customer SegmentationBOS Cu
12、stomer segmentation is useful for both customer retention and customer acquisition.Segment customersChoose target segmentsCreate value proposition for each target segmentRetain target customersAcquire target customersRetention and Acquisition9customersegmentation.PPTbcCopyright 1998 Bain & Company,
13、Inc. Customer SegmentationBOS Bain caseteams have used customer segmentation to:Identify gaps or redundancies in the product portfolioScreen out unacceptable new productsChoose product featuresDetermine product pricingEstablish appropriate service optionsDetermine optimal distribution strategyAdvise
14、 on advertising strategyApplications (1 of 2)10customersegmentation.PPTbcCopyright 1998 Bain & Company, Inc. Customer SegmentationBOS A large European beer manufacturer was faced with increasing competition and low market growth. Bain used segmentation to identify product portfolio gaps and determin
15、e optimal positioning for new and existing brands. This resulted in an 8% market share increase.An international cosmetics company wanted to identify opportunities in the high growth skin care market. A Bain team identified unmet consumer needs for anti-aging creams and proposed an optimal strategy
16、for targeting the appropriate customers. This resulted in approximately $145MM in value creation.Bains customer segmentation work has brought significant results for many clients. Examples of Bains work include:Applications (2 of 2)11customersegmentation.PPTbcCopyright 1998 Bain & Company, Inc. Customer SegmentationBOS The customer segmentation concept
