Segmentation.

Build drawers!

Building drawers establishes order and facilitates orientation. And orientation has been good for every development. Regardless of whether you want to develop segments of customers, market or performance. By the way, we would love to develop together with you.

Definition of Segments.

Building drawers.

Segmentation means building drawers.The art hereby lies in building the right drawers and by doing so to be able to derive the relevant measures. The first step consists of a consideration about the suitable segments. For instance these can be constructed from own customers, from future customers, markets etc. After choosing the kind of segment appropriate criteria have to be determined to define the relevant segments. Common determinants are for example demographic, psychographic or behaviour-oriented criteria. Together with our customers we work out the right segments and hereby lay the cornerstone for a customer-specific market cultivation.

Analysis of Segments.

Label the Drawers!

Have first of all the right segments been constructed, naturally the basic population has to be assigned to these segments.The most simple of all approaches to segmentation is the division of customers according to their turnover size. Hereby dividing is one thing and drawing conclusions therefrom is another one. The latter is the essential challenge. The different segments have to be described according to the defined criteria, so that therefrom conclusions can be drawn with regard to their ideal treatment. Mostly big customers will have different needs than smaller ones. We develop these approaches together with our customers, so that we can generate a better customer relationship.

Rentability of Segments.

All that glitters is not gold.

Sometimes it pays to have a closer look. That is especially true with segmentation. Different segments show typically very heterogenous revenue structures. There are segments imaginable with a high profitability of the individual customer but a altogether small market volume. That means there are relatively few customers in this segment, but each one of them is extremely profitable. On the other hand there are frequently segments with a smaller profitability of the individual customer but an altogether much higher market volume of segments. Possibly the more profitable customers are also preparers of change and therefore it is more difficult to tie them to one company. In short, all that glitters is not gold and for you as a company the goal is to find out exactly which segment is attractive for your company and which one is not.

Segment Targeting.

Choosing the right drawer!

Die Königsdisziplin. Das richtige Segment für das Unternehmen finden. Dabei sind nicht zwingend die Segmente mit der höchsten Profitabiliät, die zu bevorzugenden Segmente. Vielmehr gilt es das/die Segment(e) mit dem besten Fit zum jeweiligen Unternehmen zu finden. Neben rein monetären Erwägungen wie Profitabilität oder Marktvolumen sollten vor allem auch Aspekte wie Markenfit, Vertriebsstruktur, Zielgruppenaffinität, etc. bei der Auswahl der Segmente eine zentrale Rolle spielen.

Wir unterstützen Unternehmen bei der Beantwortung dieser Fragen und helfen unseren Kunden somit sich auf die für das Unternehmen richtigen Segment und damit auch Kunden zu fokussieren.