Case study 5
Segmenting UK corporate decision-makers
This segmentation programme from British Airways clearly illustrates the critical importance of correctly identifying the decision-maker and highlights the distinction between corporate needs (true B2B) and business passenger needs (B2C, which means that in smaller companies where the corporate decision-maker is in fact the traveller it is classified as a B2C transaction). What also comes out of this segmentation programme is a strong link between needs and company size, a link that greatly assists the ability to correctly target different propositions.
Key elements of this segmentation programme have been extracted for this case study. Includes:
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The Significance of Segmentation - Management Overview
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Segment Dimensions
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Corporate Needs Overview
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Drivers of needs
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Key needs by company size
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Key needs by decision-maker role
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Setting objectives and customer tasks
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Delivering the segment objectives - the toolkit
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Bringing segmentation to life
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Bringing it to Life in the Marketplace
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