व्यवसाय-से-व्यवसाय बाज़ार विभाजन

Business-to-Business segmentation rarely receives the attention that its cousin discipline, customer segmentation, receives.  We at SIS International Market Research have compiled a few considerations for B2B segmentation.  This is not an exhaustive description, but an overview for understanding how business-to-business can help companies to grow their accounts and revenues.  SIS helps companies develop actionable segmentation plans that can boost profitability.

कम्पनियां अपने विभाजन में कई अलग-अलग चरों पर विचार कर सकती हैं।

• व्यवहार
• लाभप्रदता / आजीवन ग्राहक मूल्य
• लाभ / विशेषता
• संयुक्त विश्लेषण
• उपयोग या अनुप्रयोग
• उत्पाद वर्ग
• मूल्य/गुणवत्ता की मांग
• प्रतियोगी

In Low-involvement product offerings, companies can consider researching usage behavior, buyer behavior, price elasticity / sensitivity and brand loyalty, among others.  For high and medium involvement products, businesses can consider researching their customers’ comprehensive needs, buyer types, business’ buying behavior and core values, among many others.  Lifetime Customer Value as a metric can provide companies a measurement of the value of a client to the firm; with research into each segment done by Lifetime Customer Value and the Pareto principle (80 20 rule), companies can make a concerted effort to improve profitability.  The variables for segmentation will vary by company and industry.

माइकल बेकर लेखक “विपणन” asserts that Market Positioning should include quantitative analysis.  He advanced the following quantitative analysis:

संभावित बाजार आकार x प्रवेश संभावना

Customer share has received currency in the past two decades over market share as a useful metric.  Companies can estimate market potential with the following quantitative analysis:

बाज़ार में ग्राहक क्षमता x ग्राहक का हिस्सा

व्यवसाय-से-व्यवसाय विभाजन अनुसंधान के लिए कुछ विचारणीय बातें:

1. Avoid focusing too much on the product.  Rather, companies might consider a segmentation based on perceived benefits by each segment.  An example of this is with many software companies that focus only on functions, rather than the benefits that customers of many different sizes may perceive.
2. Avoid focusing on company size as a means to meet customer needs.  By putting companies in categories by how many employees they have, these segmentations can miss important insights and make smaller companies feel that their needs won’t be met.
3. Business-to-business segmentation needs to be useful to the company.  While companies can do vast amounts of research, the segmentation information needs to be relevant and actionable.
4. To create a clear market positioning that can be tested.  An example of a positioning statement is:
   सूचना प्रणाली प्रबंधकों के लिए, माइक्रोसॉफ्ट सॉफ्टवेयर पैकेज का वह ब्रांड है जो अतिरिक्त कार्यक्षमता, सेवा और प्रतिस्पर्धी मूल्य निर्धारण के कारण मूल्य के लिए सबसे अधिक मूल्य प्रदान करता है।
5. ग्राहकों की आवश्यकताओं में तेजी से परिवर्तन होने के कारण अनुसंधान के प्रति निरंतर प्रतिबद्धता

बाजार विभाजन में भारी उपयोगकर्ताओं को क्यों लक्षित करें?

1. Companies can often extract the most value from these customers because they’re willing to spend.  According to the Pareto Principle / 80 20 Rule, companies can benefit from targeting the 20% of customers that compose 80% of their revenues.
2. बढ़ी हुई वफ़ादारी से दीर्घ अवधि में ग्राहक अधिग्रहण लागत कम हो जाती है
3. Marketing costs can become cheaper, as customers increase the frequency of purchase

B2B मार्केटिंग के लिए सामान्य दिशानिर्देश:

• नौसिखिए
  • उत्पाद के लाभों पर ध्यान केंद्रित करें
  • जब संदेश अच्छी तरह से व्यवस्थित हो तो बेहतर सीखें
  • सूचना के बहुविध प्रदर्शन से लाभ
• विशेषज्ञों
  • उत्पाद विशेषताओं पर ध्यान दें
  • आसानी से जानें कि संदेश व्यवस्थित है या नहीं
  • सूचना के एकल प्रदर्शन से लाभ