|Abstract:||Companies must ensure a quality assurance of the customers’ needs to secure a successful long-term business performance. Aside from a usable function, products also benefit from having other qualities that are important to the customer: practicality, looks, customer-friendly usage, etc. This gives the customer a sense of self-worth. Using marketing knowledge helps to establish and maintain a relationship with customers, what gives them a sense of importance and assurance of the safety of their purchases.
Maintaining quality relationships with buyers directly depends on our knowledge of them and their characteristics. Segmentation means to dissect, what in marketing refers to dissecting the market into various groups of customers based on certain characteristics.
The thesis is divided into two parts. In the first part, I presented theoretical findings about segmentation of customers. I explained a definition and development of segmentation, specifically the segmentation for analysis and personalization. Additionally, I described strengths and weaknesses of segmentation of customers and its various models.
We know several models of segmentation, such as those based on engagement with customers, shopping patterns or the customers’ goals. Segmentation models are used to determine the final or target customers among all the potential ones.
Similarly, we are also aware of various classes of buyer-segments and tools of propositional value. As the thesis continues, customer segmentation trends of the future are also presented. We come to recognize new methods of collecting and processing data, the rise of hyper-personalization, spreading of platforms or new ways of thinking and the segmentation in the hands of marketers.
In the second part of the thesis I applied my theoretical knowledge of segmentation on an example company that sells dietary supplements and publishes books related to health. After presenting the company, I described the existing segmentation of customers. Furthermore, I compared the segmentation data collected by the company in 2010 with the company’s recent developments and concluded that significant changes took part. On a basis of their analysis I proposed new possible customer segmentations. I selected new possible segments, such as all residents, vegetarians, vegans, population aged 65 and over, as well as readers of their publishing house books. As a consequence of adding new products, I determined two segments: athletes and recreation enthusiasts as well as women who use magnesium for beauty purposes.
To conclude the thesis, I highlighted a proposal of steps on how to increase the percentage of direct customers with the help of customer-segmentation, predominantly through online sales. An online store is also a place where customers search for solutions for their problems; however, strict law regulations on listing medical effects of dietary supplements severely limit the company. The silver lining is, that there are still some strategies on how to guide customers to the product, which is the best solution for them. These are also presented in the thesis.|