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Case Study
Case Study
A F&G Company
Market)
Use the Target Audience Profile (TAP) template to gather and
interpret this information. Learn which buying criteria your target
audience uses.
Positioning
To understand the buying preference of the Target Market as per
buying criteria
To get approximate idea about the products strength.
1. Demographic Segmentation
2. Psychographic segmentation
Step 2 Revenue attributable to each segment
Step 3 Use ABC to determine the cost attributable to each
segment
Step 4 Analyze the profitable versus the less profitable or
unprofitable customer segments
Step 5 Develop strategies to maximize profits from
profitable customers and reduce or eliminate less profitable or
non-profitable customers
To address the least profitable or non-profitable customer
groups, two main actions are used
1. Elimination
2. Re-Engineering
Step 6 Review the impact of the new strategies on the
Advantages of CPA
Improved profitability by eliminating non-
profitable customer.
An understanding of True cost of each
customer segmentation.
It provides a method of identifying customers
groups who are of lifetime value to the
company
Improved strategic decision making by
providing useful information for customer
related decision.
consumers attitude
2. Consumer's search and evaluation
3. Purchase action
4. Consumption experience and feedback
HOWARD-SHETH MODEL
It distinguishes three levels of decision
making:
Extensive problem solving
Limited problem solving
Routinized problem solving
Major Components
Input Variables
Output Variables
Hypothetical Construction
Exogenous Variables
Conclusion
India is big country. Population is more than 100 corers.
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