This document summarizes the market segmentation for commercial dishwashers sold by a $250 million company. It discusses the demographics of customers in hotels, restaurants, and hospitals. It also outlines the key operating variables, purchasing approaches, situational factors, and buyers' personal characteristics to consider when marketing these dishwashers. Purchasing criteria include online/direct approaches and seeing product details and demos. Buyers are motivated by efficiency, cost savings, and best serving customers.

1. Market segmentation of IFB
commercial dishwasher

2. Agenda
• Demographics
• Operating variables
• Purchasing approaches
• Situational factors
• Buyer’s personal
characteristics

3. Demographics
• The industry
– Consumer durables
• The company size
– US$ 250 million
• Customer location
– Hotels & Restaurants
– Hospitals

4. Operating variables
• Company technology
– Based on German & Italian technology
• Customer capabilities
– Optimum performance
– Easy to maintain
– Durable

5. Purchasing approaches
• Buyer-seller relationship
– Quality
– Maintenance & repairing
– Warranty & guaranty
• General purchasing policies
– Modify the procurement communication
– Educate vendors the purchasing requirement and
saving benefit of the product

6. Purchasing approaches
• Purchasing criteria
– Online approach
– Direct approach
– Get the feature details of the products
– See the demo of the product
– Make order

7. Situational factors
• Urgency of order fulfillment
– Depend on demand
• Product application
– Removes stains
– Effective cleaning
– Time saving
• Size of order
– Quantity wise

8. Buyer’s personal characteristics
• Buyer motivation
– Increasing efficiency
– Cost Saving
• Individual perception
– Best way to serve customers as well as increase
the efficiency of employees
• Risk management strategies
– Proper maintenance
– Regular checking of machines

9. Thank You