Session 2 and 3

Ways to Segment

B2c
Demographic-income, age, gender, geographic,lifestage
Psychographic-early adopters
Benefits-value
Behavior- going to gym 3 days a week

B2b

Types of firms
Value-high vs low value

Behavior
Quantity
Frequency

Happiness Family Status/show off

More money

Getting more work done, value for money, improves productivity

Satisfied Drive longer

Comfort Better experience

Smooth ride

What are the questions you will ask while selling a pen?

Do you want a pen?

Do you write often?
Are you a student?
What is the price of your pen?
Specific feature?
Brand preference>
Do you use a pen?
Which type of pen do you use?
What does a pen mean to you?
Favorite pen?
What do you think when you write?
How frequently do you use a pen?
What is the profession?
What are the problems you are facing? (?)

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How frequently do you use a pen?
What is the profession?
What are the problems you are facing? (?)

TRAVEL AGENCY

SITUATION QUESTIONS

Do you have frequent travel requirements?

What are the key locations your staff travels to?
How are you managing the travel of visiting faculty?
What is the Current vehicle capacity that you have?
What is the average stay duration?
Do people travel in groups or alone?
What are the modes of transportation you employ?
What is the class preference while travelling for your staff?
Can you currently add family members?
Do you reschedule often?/ do you have to make last minute changes
frequently?

PROBLEM QUESTIONS
Are you satisfied with current travel partner?
What are the problems you commonly face when your staff travels?
How satisfied are your staff with the food arrangements?
How accommodative is the current vendor when it comes to
rescheduling? (problem scenario-high fee during rescheduling, loss of
money, lack of flexibility-can't do last minute cancellations or
modifications-packed schedules of faculty, family emergency, health
issues, lockdown)
Do you feel safe/do your faculty feel safe?
How convenient is the baggage space?
Are you happy with the credit options?

Last minute rescheduling issues

1) High cost of rescheduling-Fees of rescheduling-high (2x)-how often
2) Slight delay in schedule-
3) Longer routes-Misses flight, tired and angry+exhausted->poor
experience-> less offers
4) IIMK delegates miss seminar/go late-> affects reputation and image
5) Audience attending for a fee might demand refund
6) Unavailability of preferred seats->bad WOM/ reputation of institute

FEATURE

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