AUDI

Segmentation and Customer Profiling by Audi

Segmentation and Customer Profiling by Audi

Introduction

Most marketers believe that they hold a significant understanding of the demographics of their customers but they still struggle to get deeper understanding of the insights of their customers through several tools such as channel preferences, household composition and social media participation etc. The marketers require the application and implementation of strategic tools in order to attract retain and develop their customer base in the market. The completion for the profiles of the customers plays an important role in defining the target market and the customers of a company and their products or services. The companies struggle to enhance their revenues and sales and they need to develop such strategies related to marketing that could help them in ensuring sustainable and long term revenues for the company. A number of marketers at executive level have also revealed that they have some priorities for retaining those customers who are most profitable for them. Some of the strategies for retaining the profitable customers include the profiling of such customers that could lead to a significant retention level, reduces costs of the organization and let them gain better insights into the data and information of the customers. In order to achieve these goals, the marketers acquire an in depth understanding of their target customers. The profiling of the customers helps in the achievement of their objectives while controlling the costs of operations and activities of business. This paper discusses the importance of understanding the profile of customers by the marketers. It analyzes the tools of business that are available to the marketing managers that help in the profiling of customers. For this reason, the segmentation strategies based upon mosaic profile system of two automobile companies have been evaluated in the study. The two leading automobile brands analyzed for the study includes Audi and Ford. The analysis of Audi is focused due to the large customer base of the company that has helped the company in the achievement of a strong customer base.

Segmentation

Customers are considered to be the drivers of the progression and success of a company. Each company strives it provide better services and products to their customers in the best possible way so that they can provide customer satisfaction and retain those customers. For this reason, a number of companies devise the segmentation strategy in which they divide their customers depending upon the segments and target markets. Some of the major segmentation strategies practiced by companies include the demographic strategy, psychographic strategy and geographic strategy. However, this paper focuses on the profiling of the customers and the strategy for profiling them based upon the mosaic profiling system adopted by Audi automobile company.

The process of segmentation starts with the identification of the specific needs and requirements of each customer while profiling those (Swarbrooke & Horner, 2012). The companies then formally implement their strategy that involves the use of highly advanced information architecture for profiling their ...