Week 4: Customer Analysis Flashcards
Why do we analyse?
The market!
As defined in your industry analysis
The “customers” that are analysed are those that make up the size of the market
Based on what we know about them they are grouped into segments
Segments are sub groups of a market
Segments have profiles
NOT “OUR” CUSTOMERS
Market, Segment, Target
Pie
Slice
Customer Analysis vs Segmentation
Will depend on “level” of analysis
- At corporate, SBU, look a segmentation
- At functional, look at developing customer profiles
Will depend on PURPOSE of customer analysis
At functional level the segments have already been determines and the target chosen. The customer analysis profile uses the 6 W’s to confirm understanding of their needs
At SBU level the purpose of the analysis can be to examine the market and to undertake segmentation and target segment
Goals of the “Customer Analysis”
l
Current Customer Analysis
The 6 W’s
What do our customer do with our products?
Where do our customers purchase our products?
When do our customers purchase our products?
Why and how do our customers choose our products?
Why do potential customer not purchase our products?
Who are our current and potential customers?
Customer Analysis:
WHAT
WHAT do our customers do with our products?
- Uses does the customer make of the offer
- “Heavy” vs “Light” users
- Product (brand) assortment does the customer buy?
- Post consumption
Customer Analysis:
WHERE
WHERE do our customers purchase our products?
- Where do they buy the offer?
- What channels do they use?
- Where do they consume? POS?
Customer Analysis:
WHEN
WHEN is the first decision made?
When do we decide to buy stuff?
- Time
- Process of purchase
When is the offer repurchased?
- Seasonally?
When does the customer become affected by marketing communications (and other) efforts?
Customer Analysis:
HOW & WHY
WHY do customers buy (us vs competitors)
- features, important attributes
What value do they place on the brand?
- important of usage situation
- effectiveness of the product category in the situation
- relative effectiveness of the brand in the situation
HOW - mechanics
- credit, cash, online
Customer Analysis:
WHY - value sources
WHY - value sources
Benefits (needs/motives) does the customer seek?
- business definition, level of competition
- role - how do needs differ between them - who are you marketing to?
Manifestations of value
- price sensitivity
- satisfaction
- complaints and compliments
- WOM
- margin/profit contribution,
- repeat purchase rate
Why don’t they buy?
Perception of value
Satisfaction
- expected performance/quality
- perceived performance/quality
- the gap between expectations and performance
Intentions
Customer Analysis:
WHO
WHO
Who are the occupants of segments
- psychographic / value
- personality
- socioeconomic
- demographic
“Adopter” classification
- influences size of market
- influences design of marketing mix
Who - buying roles
- initiator, influencer, decider, purchaser, user
