Question

(1) name a branded example, then (2) hypothesize about how you might categorize customers by their different needs, and (3) how the company offers values/benefits to meet those needs for each categorized customers.

• Automobiles (B2C) (20 points)
• Air travel transportation (B2C) (20 points)
• Computer software (B2C) (20 points)

Answer 1

Solution

a. Automobiles (B2C)

Eg: (Say) TATA Motors passenger segment of cars  has categorized has categorized it's customers as individuals and corporate customers based on the application / usage / model / type of their vehicles.For eg: it's model that are targeted at individuals give priority to comfort and style rather than the mileage.these class of customers are targeted through display through petrol bunks and TATA CLIQ stores also in addition to dealership showrooms.On the other hand corporate customers are targeted through special launch events,expos,etc.,

b.Air Travel Transportation : Eg: Air Asia .

Individuals are targeted through co-branding with credit cards of banks,destinations,properties,restaurants,etc.,

Corporates are targeted through special promotions / vouchers,tie ups with corporate booking agents / firms etc.,

c.Computer Software

Ex: Say there is a company called Apptio that has developed a proprietary software related to cost transparency,IT Planning etc.,

Say it has categorized it's customers based on their IT spending.Say customers with spending more than $10 million are strategic customers where a specialized support services are provided whereas for the remaining customers who are having spends below $10 million are termed as enterprise customers who unlike their peers will have to shed out some money to get the above mentioned same services.

This is ensure the stickiness of the big clients as their subscription costs are on the higher side since the subscription cost is directly proportional to their respective IT spend and savings in IT Spend.

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