Illustration of a classic customer flow Customer Flow Total
population Those that purchase Those with need Product Category 1
Product Category 2 Product Category 3 Product Category 4 Lease
duration option packages Product A MS (%) Product B MS (%) Product
C MS (%) 123456
Slide 5
Illustration of a classic customer flow Customer Flow Total
population Those that purchase Those with need Product Category 1
Product Category 2 Product Category 3 Market OpportunitiesBrand
Opportunities Product Category 4 Lease duration option packages
Product A MS (%) Product B MS (%) Product C MS (%)
Slide 6
Where in the customer flow will your focus have the greatest
impact?
Slide 7
Early entrants focus on market opportunities Customer Flow
Total population Product Category 1 Product Category 2 Duration of
use, usage amount Product A MS (100%) Brand Opportunities Those
with need Those that purchase Market Opportunities
Slide 8
Late entrants focus on brand opportunities Customer Flow Total
population Those that purchase Those with need Market
OpportunitiesBrand Opportunities Duration of use, Usage amount
Product A MS (%) Product B MS (%) Product D MS (%) Product C MS (%)
Product Category 1 Product Category 2 Product Category 3 Brand
Opportunities
Slide 9
To bring this concept to life, lets put ourselves in shoes of
Coca-Cola N. America
Coca-Colas growth options 1.Increase soft drink category share
relative to other beverage options 2.Increase share within soft
drink class 3.Increase usage of Coca-Cola among current users (i.e.
increasing usage frequency or average serving size) 10
Slide 12
Customer flow calculator can help quantify impact of focusing
on different leverage points 11 Step 1: Calculate the eligible
population
Step 6: Determine the relative impact of 1% increase in any one
of these variables
Slide 18
Probability of success should be considered before prioritizing
leverage point options 17 Growth OptionsSize of Opportunity (H,M,L)
Ability to Win (H,M,L) Selection and Prioritization (rank) Increase
soft drink category share relative to other beverage options M
(2.3%)M2 Increase share within soft drink class M (2.0%)M2 Increase
usage of Coca-Cola among current usersH (5.0%)M1 * H,M,L = High,
Medium, Low
Slide 19
Summary Customer flows help to identify the leverage points
where your efforts will have the greatest impact on sales While
early entrants tend to focus on market opportunities, late entrants
tend to focus on brand specific opportunities Customer flow
calculators can help you quantify the leverage points with the
greatest impact Prioritization of different opportunities should
consider both the size of these opportunities and your ability to
win 18