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Case Abb

In: Business and Management

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Case 1 ABB Electric Segmentation Group 7C

Context
¡ ABB is a producer of electrical equipment. ¡ ABB established a new marketing strategy based on analytical techniques (MKIS)to improve its results. ¡ ABB management segmented its marketing into 4 categories using Choice Modeling : Loyal, Competitive, Switchable and Lost. ¡ ABB has been given a budget for a supplementary direct marketing campaign aimed at 20% of the companies in the region composed of 3 districts.

Outline
1. Customer targeting with limited data 2. Choice-based model 3. Limits of the model and suggestions

I. Customer targeting with limited data
• Introduction to the market • Limited data targeting : no geographical distinction • Limited data targeting : customers targeted

The Market
¡ Market size : $ 102 759 ¡ ABB’s share : $ 21 524 ¡ 4 mains actors in the market :
¡ ¡ ¡ ¡ ABB GE Westinghouse Edison
Edison# 26%#

Market'distribu-on'
ABB# 21%#

¡ 88 companies ¡ Goal : Attract 20% of the customers (i.e. 18 companies)

Wes-ngho use# 29%#

GE# 24%#

Limited data targeting – No geographical distinction
¡ The best targets seem to be district 2 (customers of Westinghouse and Edison) and district 3 (customers of GE) as they represent the biggest market share when combined. ¡ However, all districts present a high heterogeneity of their clients (from $226 to $10997 for the district 2). ¡ Objective : increase market share by targeting “big whales” i.e. the 20% largest customers
1 A B C D 2 A B C D 3 A B C D (vide) (vide) Total Valeurs Nb Customer Purchase 31 23359 7 3857 11 6394 6 9409 7 3699 32 53639 6 13450 6 4004 13 18018 7 18167 25 25761 5 4217 6 14331 7 2554 7 4659 88 102759

Limited data targeting – Customers targeted
¡ We picked the top 20% of accounts ranked by annual purchase. ¡ 2 out of the 18 are already ABB’s customers…...

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