Group 5
Alpa Bhatt
Frincy Clement
Jithin C R
Manish Govindan
Manju Nair
Umesh Krishna
Pravin P
1/1/2015
Shouldices performance
1/1/2015
customer sets
Know your customers who are they?
What are their expectations?
service
1/1/2015
Why segment?
Isolate homogenous set of customers who can be served at a
profit
Find out how much different segments value different layers of
service
Estimate costs and benefits
1/1/2015
1/1/2015
Market
segmentation
what
customers
need
Service
segmentation
what they
expect
Well focused,
comprehensive
marketing
strategies
market and
service
segments are
the same
Segmentation - advantages
1/1/2015
1/1/2015
Classifying Customers
Manufacturers have no direct
contact since they sell via
distributors
Why difficult
1/1/2015
Identifying Target
Segments
Some customers are happy to self service
Cost ability and willingness to get service
Eg. Network Equipment Technologies Standard Equipments used by customers help service over phone
Solution :
Pick segments that are similar as possible and keep priorities straight.
1/1/2015
10
What Do Customers
Expect?
Research and analyze
picture
Good service has nothing to do with what providers believes it is, it has only to do with
what customers believe
Good service results when the provider meets or exceeds customers expectation
Setting the expectation t right level is a tough job but it is expectation that decide the level
of service as bad, good or superior
1/1/2015
11
What Do Customers
Expect?
7 limits to any
Service Positioning
3 Steps
expectations
Reality: what customer has
experienced or perceive as
futile
Education. Values and
experience
Experience with other
companies and their ads
Psychological state of
customer
1/1/2015
12
Group 5