Enterprise Customer Market Segmentation

- A tempting strategy for start-up and expansion stage

*contract sizes = huge returns

*also classified risk because it is more expensive but it has more competitive advantage
because of limited customer but having a huge returns

14 steps in executing Enterprise Customer Market Segmentation

- Agreement and inform stakeholders

o Economic Value
o Reasonable time

- Creating the “ Best Customer”

o Serves as a guide and criteria that will be used in choosing profitable customer

- Voting for the list of trends, products and type of customer to be target
o Serves as what type product to be sell and type of customer to be target

- List down of industries and companies that you are interested

o it came from your old customer or new customer

- Sub-set the list

o Retain or remove
o Maximize resources
o Decrease the accuracy of the result but speed up the analysis

- Collect information of each company

o Demographic
o Size
o Geographic

- Measure each company for the “ Best Customer “

o Identify and analyse if the chosen company is qualified

- Develop potential customer

o Evaluation
o Scoring sheet

- Group them together based on the evaluation

o to choose what type strategy to use and how to position the product to each
group
- Estimate the maximum percentage of budget
o What would be the cost
o To maximize the budget
- Set an estimated average selling price to each group
o Cost
o Location

- Used the formula of minimum revenue size

o Average selling price is divided by expenditure as percentage of revenue multiply
to max percentage of budget to spend in your company’s product
o Its provide an idea what amount of revenue will be receive of the company

- Rank them according on average selling price

o to have a logical process also to prioritize the company that has a large revenue

- Test it to identify you top customer and its effectiveness

o to know who is your main customer and the effectiveness of the study
Brand Repositioning

- Is done to keep up with customer wants and needs

o Sees decrease in sales
o Implement changes in company
o Changes in marketing mix

Types of strategies in Brand Repositioning

Consumer Engagement

- People wants to involved with the brand

o Ex. Customized products

Identity

- Everything about the company should tie together and provide a unified identity that the
consumer can understand
o Ex. Logo and Slogan

Spirit of giving

- Social responsibilities
o Company used this for advertising to get another segment or another range of
customer

What make repositioning successful?

Complete Overhaul

- Changes made but remained the same

- New vision and taking them along for the ride
o Ex. Cherry mobile can bought at lower price at the same time can compete to
other brands like in terms of features and specifications

Investment

- Preparation in the future

Marketing changes

- Changes in Marketing Strategy

- Goal to reconnect to its current customer
o Ex. Advertising

social To reach each generation and to have

radio telivision
media a wide range of customer