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Investment Proposal
Nitansh Gupta Bhavnita Naresh Kumar Anh Le Ankita Lodhavia Harrison Ngo Liqiang Shen Vikalp Upadhyay
Group 3
Scoring System
RFM Combined Score Segment
3 - 5 Platinum
6 - 8 Gold
9 - 10 Silver
11 - 12 Bronze
Recency - Frequency - Monetary Analysis
Threshold SKU Segment
80% of total
revenue
Segment A
The next 15%
of total revenue
Segment B
The next 5% of
total revenue
Segment C
ABC Analysis
Invest $5M
Where to Invest?
Investment Plan
Improve Platinum
Customers Retention
Convert Gold Customers to
Platinum Segment
New Customer
Acquisition
● Pricing Specialization
through Loyalty Programs
● Conduct Customer
Feedback Surveys
● Automation to re-engage
customers
● Regular communication
HOW?
● Improve customer
experience (Event Marketing,
User-generated-content, …)
● Run Marketing Automation
● Account-Based Marketing
(DemandBase)
● Video marketing
investment
● Search Engine Optimization
● Optimized landing pages
HOW? HOW?
40% 20%40%
Investment Plan
Return on Investment
Questions?
Appendix
Customer Scorecard
Recency Score
1 - 24 days 1
25 - 111 days 2
111 - 412 days 3
> 412 days 4
Frequency Score
> 6 orders 1
3 - 6 orders 2
2 - 3 orders 3
1 - 2 orders 4
Monetary Score
> $613 1
$128 - $612 2
$17 - $127 3
< $17 4
RFM Score Segment
3 - 5 Platinum
6 - 8 Gold
9 - 10 Silver
11 - 12 Bronze
Product Scoring
ABC Analysis
Threshold SKU Segment
80% of total
revenue
Segment A
The next 15% of
total revenue
Segment B
The next 5% of
total revenue
Segment C
INVESTMENT PROPOSAL
Improve Retention of the Gold and Platinum segments and Acquire new customers
● Improve customer experience (Converting Gold to Platinum)
○ Train sales reps
○ Conduct customer satisfaction survey (Net Promotion Score)
○ Improve e-commerce
● Loyalty program (Provide)
○ Pricing specialization ?!?
● Invest in marketing automation: nurture current customers
○ Transition to “Hardware-as-a-Service”
○ Obtain updated software
Final presentation

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Final presentation

  • 1. Investment Proposal Nitansh Gupta Bhavnita Naresh Kumar Anh Le Ankita Lodhavia Harrison Ngo Liqiang Shen Vikalp Upadhyay Group 3
  • 2. Scoring System RFM Combined Score Segment 3 - 5 Platinum 6 - 8 Gold 9 - 10 Silver 11 - 12 Bronze Recency - Frequency - Monetary Analysis Threshold SKU Segment 80% of total revenue Segment A The next 15% of total revenue Segment B The next 5% of total revenue Segment C ABC Analysis
  • 5. Improve Platinum Customers Retention Convert Gold Customers to Platinum Segment New Customer Acquisition ● Pricing Specialization through Loyalty Programs ● Conduct Customer Feedback Surveys ● Automation to re-engage customers ● Regular communication HOW? ● Improve customer experience (Event Marketing, User-generated-content, …) ● Run Marketing Automation ● Account-Based Marketing (DemandBase) ● Video marketing investment ● Search Engine Optimization ● Optimized landing pages HOW? HOW? 40% 20%40% Investment Plan
  • 6.
  • 10.
  • 11. Customer Scorecard Recency Score 1 - 24 days 1 25 - 111 days 2 111 - 412 days 3 > 412 days 4 Frequency Score > 6 orders 1 3 - 6 orders 2 2 - 3 orders 3 1 - 2 orders 4 Monetary Score > $613 1 $128 - $612 2 $17 - $127 3 < $17 4 RFM Score Segment 3 - 5 Platinum 6 - 8 Gold 9 - 10 Silver 11 - 12 Bronze
  • 12. Product Scoring ABC Analysis Threshold SKU Segment 80% of total revenue Segment A The next 15% of total revenue Segment B The next 5% of total revenue Segment C
  • 13. INVESTMENT PROPOSAL Improve Retention of the Gold and Platinum segments and Acquire new customers ● Improve customer experience (Converting Gold to Platinum) ○ Train sales reps ○ Conduct customer satisfaction survey (Net Promotion Score) ○ Improve e-commerce ● Loyalty program (Provide) ○ Pricing specialization ?!? ● Invest in marketing automation: nurture current customers ○ Transition to “Hardware-as-a-Service” ○ Obtain updated software

Editor's Notes

  1. Monetary is GM$
  2. Monetary is GM$
  3. Some other suggestions ... Incentivize Retailers: Use referral programs amongst retailers Make ordering, billing and shipping a seamless process by investing in a robust B2B ecommerce platform and automate fulfillment process Invest in streamlined process to reduce errors, delays and backorders. Omnichannel customer service - Almost 3/4th of the B2B buyers believe that they expect information to be consistent across channels