【正文】 1998 Bain Company, Inc. Customer Segmentation BOS ?Target segments are chosen based on their potential profitability and the client’s ability to serve the segments in a differentiated way ?Determining the profit potential of serving the target segments with the proposed value propositions consists of calculating the revenue and cost impact of serving both current and new target customers ?The three major elements of a value proposition are product, service, and distribution Target Segments Applications ?Customer segmentation, done properly, helps panies focus scarce resources where they can be most leveraged ?Bain uses customer segmentation for both customer retention and customer acquisition Key Takeaways (2 of 2) 44 bc Copyright169。 1998 Bain Company, Inc. Customer Segmentation BOS ?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 –needsbased –behavioral ?Key takeaways Agenda 42 bc Copyright169。p r o fi ta b i l i ty0%2 0 %4 0 %6 0 %8 0 %1 0 0 %Percent of TotalHighland decided to target “hotelaholics” because they were the most attractive segment and a good fit with the pany’s capabilities. Ability to serve in a differentiated way Highland Hotels Target Segment 40 bc Copyright169。 1998 Bain Company, Inc. Customer Segmentation BOS Highland identified four types of high value customers based on the profitability drivers. High Profit Segments Annual Frequency Length of Stay Occasion ?“ Hotelaholics” ?“ Honeymooners” ?“ Hello again” ?“ Onetimers” Very frequent () Infrequent () Frequent () Infrequent () Medium ( days) Long ( days) Short ( days) Long ( days) Business/leisure Leisure Business Business Highland Hotels High Profit Segments 39 bc Copyright169。 1998 Bain Company, Inc. Customer Segmentation BOS L o w p r o f i tM e d i u m p r o f i tH i g h p r o f i tC u s to m e r s Pr o f i t0%2 0 %4 0 %6 0 %8 0 %1 0 0 %Percent of TotalOne third of Highland’s customers account for more than 60% of its total profits. Highland Hotels Customer Profitability 37 bc Copyright169。 1998 Bain Company, Inc. Customer Segmentation BOS *Disguised client case Situation: Complication: Question: Hypothesis: ?The client, Highland Hotels, has high margins and is one of the five largest hotel/conference center chains in Europe ?The market is ing to the end of a period of rapid growth and Highland’s relative cost position is worse than its petitors’ ?How can Highland preserve its high margins in a slowing market where it finds itself at a cost disadvantage? ?By offering a differentiated value proposition to the most profitable customer segment, Highland can preserve its high margins Bain used customer segmentation to determine the target segments for Highland Hotels and to create value propositions for those target segments. Highland Hotels* Background 35 bc Copyright169。s Fashion Center Merchandising Strategy 33 bc Copyright169。s Fashion Center Expansion City Customers 32 bc Copyright169。s Fashion Center Current Customers 31 bc Copyright169。 1998 Bain Company, Inc. Customer Segmentation BOS A five segment solution was chosen from the Factor/Cluster analysis. Female apparel shoppers Bargains Utility Fashion Primary motivation: Bargains Efficiency/service Fun (love to shop) Secondary motivation: High quality bargains Service Fashion Bargains Not motivated by: Fashion “ Fashion Forward Shopping Lover” Segment name: “ Fashion Value” “ Fashion on a Shoestring” “ Unfashionable Bargain Lover” “ Rich but Unfashionable” $950 $750 $1,400 Average spending per year: $850 $1,350 Smith’s Fashion Center Segments 30 bc Copyright169。 1998 Bain Company, Inc. Customer Segmentation BOS ?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 –needsbased –behavioral ?Key takeaways Agenda 28 bc Copyright169。 1998 Bain Company, Inc. Customer Segmentation BOS ?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 –needsbased –behavioral ?Key takeaways Agenda 26 bc Copyright169。 1998 Bain Company, Inc. Customer Segmentation BOS ?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 –needsbased –behavioral ?Key takeaways Agenda 24 bc Copyright169。 1998 Bain Company, Inc. Customer Segmentation BOS Note: In some cases, there will be only one target segment The target segments should be chosen based on their attractiveness to a given pany and that pany’s ability to serve the target segments in a differentiated way. Attractiveness (profit potential) Ability to serve in a differentiated way Revenue potential Cost to serve Client’s core capabilities vs. petitors’ External factors ?Size ?Growth potential ?Buyer power ?Product requirements ?Price