Market/customer segmentation for a European postal service

Market/customer segmentation: A European postal service needed to better understand its market within the context of an industry that was unstable due to deregulation and the potential growth of alternative services. Oliver Wyman was asked to segment the direct mail distribution market and determine to what extent direct mail and box mail competed with each other. Oliver Wyman first conducted a survey of customer needs, which included interviews with managers from the postal service, various experts in the field, advertising agencies, and users of all box and direct mailing. Based on these interviews, Oliver Wyman developed a market segmentation for direct and box mailing and assessed the intensity of competition between the two offerings for each segment. The results of this study were used as an input into the client's reorganization process.

Experience

Oliver Wyman has conducted dozens of engagements over the past five years for global integrators and expedited parcel delivery firms, national and regional third-party logistics services providers, and North American and European postal services.

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