BOB’s BOOZIN’ BOBBER: Market Segmentation, KPI, and Customer Analysis

This presentation analyzes Bob's Booze Boat, a company offering party boat services with alcohol, food, and entertainment. It begins with an introduction to market segmentation and its importance, followed by a detailed analysis of the target market, including singles aged 21-35, tourists, college students, and vacationers. The presentation explores various market segments and identifies customer pain points. It also discusses Key Performance Indicators (KPIs) such as revenue, cost per lead, customer lifetime value, and organic traffic, explaining their significance in measuring marketing effectiveness. The analysis includes references to relevant academic sources to support the findings and recommendations for improving the business's marketing strategies. The presentation aims to provide insights into how Bob's Booze Boat can better target its market and improve its overall performance.

BOB’s BOOZING
BOBBER

Sales Projection

Particulars Q1 Q2 Q3 Q4 Year 1
Forecasted Unit sales 300.00 350.00 400.00 $ 450.00 1,500
Per Unit $1,500 $1,500 $1,500 $1,500 $ 6,000
Total gross sales $450,000 $525,000 $600,000 $675,000 $ 2,250,000
Sales discounts and allowances $10,000 $12,000 $14,000 $16,000 $ 52,000
Total net sales $440,000 $513,000 $586,000 $659,000 $ 2,198,000

Particulars Q1 Q2 Q3 Q4 Year 2
Forecasted Unit sales 500.00 600.00 700.00 800 2,600.00
Per Unit $1,700 $1,700 $1,700
$
1,700 $ 6,800.00
Total gross sales $850,000 $1,020,000 $1,190,000
$
1,360,000 $ 4,420,000.00
Sales discounts and allowances $12,000 $14,000 $20,000
$
3,000 $ 49,000.00
Total net sales $838,000 $1,006,000 $1,170,000
$
1,357,000 $4,371,000

Particulars Q1 Q2 Q3 Q4 Year 3
Forecasted Unit sales 700.00 750.00 800.00 850.00 3,100
Per Unit $2,000 $2,000 $2,000 $2,000 $ 8,000
Total gross sales $1,400,000 $1,500,000 $1,600,000 $1,700,000 $ 6,200,000
Sales discounts and allowances $15,000 $18,000 $20,000 $22,000 $ 75,000
Total net sales $1,385,000 $1,482,000 $1,580,000 $1,678,000 $ 6,125,000

Measuring KPI

Key Performance Indicator
• It is used to measure the effectiveness of a company
• Higher level means more focus on the overall performance
• Low levels means focus on process in departments
• KPI must be SMART

Sales Revenue
• The revenue brought by the inbound
marketing campaign
• Measuring the effectiveness of the inbound
marketing campaign
• It can be increased by training the
employees and making them aware of the
goals
(Hillebrandt, Ivens & Krey, 2016)

Cost Per Lead
• Helps in calculating the customer acquisition cost
• The cost of advertisement
• The marketing distribution
(Martínez-Rolán, X & Piñeiro-Otero, 2019)

Customer Lifetime Value
• Knowing the recurring income from
the consumers
• Conversion of customers to loyal
customers
• CLV = T * AOV * AGM * ALT/
Number of Clients per the period
(Nair, & Shobana, 2018)

Organic Traffic
• The traffic generated from organic
marketing
• The ROI that is generated from the
marketing tactics.
(Saura, Palos-Sánchez & Cerdá
Suárez, 2017)

References
Hillebrandt, I., Ivens, B. S., & Krey, N. (2016). Key Performance
Indicators for Measuring Employer Brand Success. In Marketing
Challenges in a Turbulent Business Environment (pp. 351-351).
Springer, Cham.
Martínez-Rolán, X., & Piñeiro-Otero, T. (2019). 6 Marketing Analytics:
Why Measuring Web and Social Media Matters. Business Intelligence
and Analytics in Small and Medium Enterprises, 75-88.
Nair, S., & Shobana, S. (2018). Measuring Digital Marketing
Performance: Key Performance Indicators and Metrics. Journal of
Management, 5(6).
Saura, J. R., Palos-Sánchez, P., & Cerdá Suárez, L. M. (2017).
Understanding the digital marketing environment with KPIs and web
analytics. Future Internet, 9(4), 76.