Segmentation in b2 b webinar 8-09-11

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methods of segmentation in B2B (on Russian)

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  • 1. 2 8 2011
  • 2. 2 / 2 2
  • 3. Chartered Institute of Marketing Schneider Electric SA . , - . - http://b2b-insight.management.com.ua/ http://www.b2b-ray.com/ 2
  • 4. , , , . TQM, BPR, Balanced Scorecards, Six sigma, nnovation, Relationship Marketing , , CRM? , , , . .
  • 5. , NO BUSINESS PRROBLEM CAN SOLVED WITHOUT SEGMENTATION B2BMarketing.net, Aug 2011
  • 6. ,
  • 7. , , 3 Ernst & Young, 2011
  • 8. C 2 + . (Monster Canada) 3 c . : +40% , 15% RFM* . (Royal Bank of Canada): , 350 ( ) * B2B international * : RFM = Recency, Frequency and Monetary value
  • 9. ? classic view
  • 10. ( ), ( ) : Chartered Institute of Marketing
  • 11. - STP ?Segmentation ?Targeting Positioning
  • 12. : . , : ( )? . : ? : ? ? 2 STP: ?
  • 13. 2I II
  • 14. 2
  • 15. MSC 1. : 1. , ? ? 2. 2. , , 3. , , - ? 3. 4. ? - 5. - : Market Segmentation Company
  • 16. 1. : 1. 2. 3. ( ) 4.
  • 17. ? ? ? ? ? ? ?
  • 18. : : ,
  • 19. MSC: 2 1. : 1. 2. 2. 3. , , - 3. 4. - 5. -
  • 20.
  • 21. : . . , . . , . , . , , + , -
  • 22. , ? ?
  • 23. MSC: 3 1. : 1. 2. 2. 3. , , - 3. 4. - 5. -
  • 24.
  • 25. : ( ) (. ) - , () 10 25 50 100 100+ - 450
  • 26. 2 1 2 . , - ( ) : , . . . . ( . ) The same offer?
  • 27. ( ) () + . . -1 -2 1 2
  • 28. 2 (, , )
  • 29. : 2,5% 13,5% 34% 34% 16% `
  • 30.
  • 31. . . . -
  • 32. Actionable Meaningful Actionable Meaningful , , , , : : () ,
  • 33. Actionable: .
  • 34. () . 1. 2. - 3. & & 4. 5. 6. 7. 8. 9. Push & EU Pull10. KPIs 11.
  • 35. CRM : - Integrated and balanced PUSH & PULL - Sales forces: Ch reps , Reg reps - Key account . Mkt resources: Prod managers Marcom Promoters Brand managers Coms channels: , Call centers . . Direct - key marketing account Web E-commerce IT Analysis Front office Back office systems tool application application 35
  • 36. CRM - : Vocalink CRM : , user journey , - , . : , , -, 25%
  • 37. : : : -- () () , 2-3 : vs
  • 38. 2...