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Customer Segments Value Propositions Channels

Identify and reach different customer segments with unique needs and behaviors to offer value propositions through effective communication channels. Understand mass, niche, segmented, and diversified markets to tailor products and services for maximum impact. Explore various forms of value such as brand, convenience, price, and performance to differentiate from competitors. Enhance customer engagement through sales force, web sales, own stores, partner stores, and wholesaler channels. Homework: Brainstorm society's needs, devise products/services, identify customer segments, and create value propositions.

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Customer Segments Value Propositions Channels

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  1. Customer SegmentsValue PropositionsChannels 03.08.14 – week 2

  2. “SHARE” some Shared Values

  3. Customer Segments

  4. Customer Segments • Different groups of people and organizations an enterprise aims to reach and serve • Into sections with common needs, common behaviours, or other attributes • Focus on some, not all

  5. Which customer segments?

  6. Types of Customer Segments • Mass Market – doesn’t segment • Niche Market – Specific customer segments • Ie. A car part manufacturing company targets automobile manufacturers • Segmented – segmented between slightly different needs and problems • Ie. A bank meets needs of people with different income levels differently • Diversified – meeting needs of two different customer segments

  7. Value Propositions

  8. Value Propositions • The reason why customers prefer one company over another; the benefits/values that a company offers to its customers • Usually integrated into slogans • “Just Do It” – if you buy Nike apparel, it will make you exercise • Persuade customer why they should buy from you

  9. Different Forms of Value Newness Brand Convenience Price Performance Customization Risk Reduction Design “Getting the job done”

  10. Value you bring to customers

  11. Channels

  12. Channels • How a company communicates with and reaches its customer segments to deliver a value proposition • Sales Force • Web Sales • Own Stores • Partner Stores • Wholesaler

  13. Any Questions?

  14. Homework: Brainstorm a need in society, think of products/services to meet that need. Have at least 3 different ideas. Think of that idea’s customer segment and value proposition!

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