如何进行客户细分(英文版)(pdf 47页)

如何进行客户细分(英文版)目录：
一、The customer segmentation concept
二、Applications
三、Customer segmentation steps
1、segment customers
2、choose target segments
3、 create value propositions for target segments
4、 determine profit potential of serving target segments with value propositions
四、Examples
1、needs-based
2、behavioral
五、Key takeaways

 

如何进行客户细分(英文版)内容提要：
  A large European beer manufacturer was faced with increasing competition and low market growth. Bain used segmentation to identify product portfolio gaps and determine 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 for targeting the appropriate customers. This resulted in approximately $145MM in value creation.

 

..............................