Analysis of needs, brand loyalty, action strategy, distribution hike, distribution density statistically, any serious disruption of the customer relationship can lead to the loss of 3-15 potential buyers. It costs 5-10 times longer to find a new buyer, to bind as an inventory customer itself. This is well-known statement deserves it anyway, from time to time in the memory to call them. Analysis of needs and brand loyalty: a requirement of 25% means that a quarter of the purchased goods groups total of this budget accounted for by the relevant brand and 75% on other brands. The level of requirement expresses also the loyalty of buyers to the brand.
To determine of brand loyalty, buyer part groups formed after how many different brands have each bought them and then examined the market shares in the group. Action index analysis: it investigates what proportion of total sales within the framework of actions is achieved. To be recognized, for example, whether the brand position a This product at risk may be that the normal business with normal “prices increasingly will be rolled back by price actions. The customer is accustomed to low prices, i.e. actually planned strategic pricing can no longer be enforced on the market. Distribution-potential analysis: it additional calculated sales area size-aufgeschlusselt revenue reserves according to, which could be exploited by improving the distribution. It complements the analysis to the average sales per store, obtained clues for, what business size (sales area) additional potential through further expansion of the distribution can be successfully tap into. Distributionswanderungs analysis: it is whether shops, who once distributed the product to this even further or sell off investigated.
To distribution problems are identified may be earlier. Distribution density analysis: it examines whether there is would pay for a provider, if he would offer several varieties of a product. These and similar issues against the background of the concepts of intellectual capital report developed among others by Becker, Jorg: intellectual capital report with customer barometer capital of the customer relationship, 2009, ISBN 9783837051773. Jorg Becker