Market and Customer Segmentation (PowerPoint PPT)

DESCRIPTION

Market and Customer Segmentation defines a number of different groups of people or organizations, which our company aims to reach and serve. The intent of the segmentation exercise is to two-fold:

1. Create the foundation for a relevant Value Proposition...
•  With products matching customers needs
•  With adjusting pricing and discount schemes
•  With service offerings attracting and keeping the relevant customers loyal

2. Adjust the Go-to-Market Strategy in order to...
•  Utilize the best use of a multi-channel approach
•  Optimize sales efforts across the full Customer Experience journey
•  Align marketing and messaging toward our target customers

This presentation provides an overview to Market and Customer Segmentation. It discusses strategic, tactical, and operational segmentation.

This PPT delves into the practical challenges of segmentation, highlighting common pitfalls such as the misuse of a single segmentation model for varied purposes and the reliance on inadequate data. It underscores the importance of aligning segmentation models with strategic objectives and ensuring data relevance to derive actionable insights. This approach is crucial for optimizing resource allocation and enhancing customer engagement.

The presentation breaks down segmentation into three distinct levels: strategic, tactical, and operational. Each level serves a unique purpose, from identifying attractive market segments to understanding customer behavior and prioritizing operational efforts. This multi-layered approach ensures a comprehensive understanding of the market landscape and customer dynamics, enabling more effective decision-making.

Key best practices for segmentation implementation are outlined, emphasizing the need for top management involvement and commercial management drive. The document also stresses the importance of focusing on segment strategies and their consequences, ensuring that segmentation efforts are relevant and impactful from day one. This structured methodology is designed to drive business growth and improve customer satisfaction.

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Source: Best Practices in Customer Segmentation, Market Segmentation PowerPoint Slides: Market and Customer Segmentation PowerPoint (PPT) Presentation, PPT Lab