Module Overview

  • 1

    Welcome & Overview

    • Customer Targets

    • Yoshida Hirokazu Message

    • Year Long Program

    • What to Expect for Each Module
  • 2

    What is a Customer Target?

    • Insight Review

    • Customer Focus

    • Importance of a Customer Target

    • The Customer Target will Influence Strategy

    • Different Customer Target -> Different Strategy
  • 3

    Coca-Cola Case Study

    • How Coca-Cola Uses Customer Targets

    • Change Messaging Based on Customer Target

    • Website Messaging in Japan vs. United States

    • Change Product Based on Customer Target

    • A Different Coca-Cola Example

    • Water & Hydration Brands

    • Dasani

    • Smartwater

    • Powerade

    • Vitaminwater

    • Customer Target Defines Strategy

    • Exercise - Customer Targets
  • 4

    Defining a Customer Target

    • Customer Segmentation

    • Segmentation Model

    • Data Sources to Build a Segmentation

    • Case Study - Hair Styling

    • Case study - Identifying Customer Target

    • Case Study - Customer Segmentation

    • Deeper Understanding of a Customer Target

    • Qualitative Research Goes Deeper

    • Case Study - Hair Styling Qualitative Research

    • Case Study - Understanding More

    • Case Study - Customer Target Needs
  • 5

    Customer Target Warning

    • Using a Big Trend as an Insight

    • Is Your Customer Target Part of The Big Trend?

    • Case Study - McLean Delux

    • Case Study - Following the Health Trend

    • Case Study - McDonald's Customer Was Not Part of The Health Trend

    • New Understanding Needs to Come From Your Customer Target

    • Exercise - Defining Your Customer Target
  • 6

    Summary

    • Insights Come From Your Customer Target

    • Assignment - Take Action

    • Next Module

    • Provide Your Feedback