Segmentacion

Facultad de Ciencias Económicas y Empresariales
Departamento de Mercadotecnia y Publicidad

Study Case - Industrial Market Segmentation

FedEx is an air courier delivery service with itsheadquarters in Memphis, Tennesse. It uses its own fleet of airplanes and trucks to transport letters and packages. At night FedEx planes leave key cities throughout the country, carrying letters andpackages from those origination airports. These converge on Memphis, where cargo is sorted, reloaded, and flown out for delivery early the next day at destination locations.
FedEx markets andprices value its delivery in a number of categories, depending on type, weight and delivery service. A few years ago, one of its most profitable categories was called Priority1. This category includedthe delivery of nearly any shape or size package weighing between 5 and 70 pounds. Because Priority 1 had become a popular and profitable product, FedEx´s competitors offered similar services.
Toexpand its market, increase its penetration, and hold its present customer, FedEx decided to increase its own promotion of Priority 1 and announce a new discount pricing schedule for it.Transaction data was used to define three market segments for the direct-mail promotion program:
1. Frequent users of Priority 1: 29,126 customers.
2. Infrequent users of Priority 1: 121,705 customers.3. Non-users of Priority 1: 63,431 customers.

The symbol used to dramatize the 5 to 70 pound Priority 1 service was a 5 pound exercise weight. Frequent users of Priority 1 received the exerciseweight immediately as a goodwill gift; infrequent users had to request it; nonusers received it as a premium with a purchase of Priority 1 service for the first time.
Frequent users were asked toidentify other prospects and decision makers in their organizations. A total of 7,044 (24.18%) of the 29,126 frequent users recipients of the promotion did so.
Of the 121,705 infrequent users...