Case study · Personal care
Customer Segmentation and Profitability
Voice-of-the-customer research and customer-level profitability, turned into seven segments and a plan to win back share.
Client
A major personal care manufacturer
Industry
Personal care
Result
$50–70MM profit improvement
Capability
Analytic & Consulting Services
The situation
What the client was facing.
The client was losing share with certain retailers. It needed to become more customer-focused, understand those customers’ core requirements, and build the capabilities to win share back.
Share losses at key retailers
No view of profit by customer
Unclear what retailers valued most
Our approach
How we got there.
Methods used
- 01
Ran a voice-of-the-customer study comparing the client with other manufacturers
- 02
Completed a customer-level profitability analysis
- 03
Grouped customers into three segments by growth opportunity and cost-to-serve
- 04
Identified gaps to best practice and capabilities to build
- 05
Built an action plan for each customer group
Value created
$50–70MM
profit improvement
Gaps to best practice found in category leadership, innovative marketing and trade promotion
Seven sub-segments within three segments, each with a “right to win” and “right to play” plan
A $50–70MM profit opportunity by aligning strategy to each segment
More client work
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Revenue Cycle Optimization
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Pricing Strategy
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