Customer Mix

Posted in Marketing and Strategy Terms, Total Reads: 7381

Definition: Customer Mix

Customer mix is the sales driven by a particular type of customer segment expressed as a percentage of business’s total sale.

For Example: Consider a company Dean Food’s “Fresh Dairy Direct” segment which produces markets and distributes branded and private label dairy products. Below is the customer mix of Fresh Dairy Direct as of FY2012

It shows that retailers form largest customer for Fresh Dairy Direct at 66% of sales. Next is Food Service which contributes to 13% of sales. Government Schools form 7% of sales while convenience stores and distributors both form 6% of sales of Fresh Dairy Direct. 2% comes from other customer segment.

Customer mix tells what all customer segments are being serviced by the business. It shows which customer segment is the most important in driving the sales and which segment is lagging behind.

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