The study was conducted with company X, which works with supplying machine solutions for pharmaceutical companies. They wanted to know the potential of case packer/palletizer machines that produce tape-sealed boxes, the customer value for the case packer/palletizer, which customer segments can be identified for the machine and to identify if the machine fits in today’s pharmaceutical market. From the background, a purpose was established that was to explore the customer value and customer segmentation for case packer/palletizer machines producing tape-sealed boxes. To achieve this purpose, the authors interviewed pharmaceutical companies to gather the information needed. Therefore, it was necessary to pick a method for interviews, interviews analysis, and benchmarking.

Theories that were used in the study are business model canvas and value proposition canvas to gather information for the current situation analysis. The value proposition canvas is also used to help and identify the customer value with the help of other models like the Kano model and marketing mix. For the current situation analysis, a business model canvas and value proposition canvas were made for a general case packer/palletizer supplier. Important information about serialization and aggregation was gathered. Benchmarking was done to help to make questions for the interviews with pharmaceutical companies.

The result of the interview analysis was that customer basic needs are elevated for the case packer/palletizer in the kano model. The reason being the products and packaging are heavily regulated by governments and customers because of their importance to patient’s health. It was also gathered that flexibility and package safety are important for the customer value on case packer/palletizer machines. From the interview’s analysis, the customer segment was divided into four categories which are case packer/palletizer in one, case packer individual as a machine, palletizer individual as a machine, and unknown solutions. Customers find the case packer/palletizer to be expensive compared to the machine being a small part of the production line, but they also know that the machine is essential for the safety of the products. When it comes to the future work of this thesis it is recommended to furthermore interview relevant and knowledgeable people in the pharmaceutical industry about case packer/palletizer. This includes interviewing and gather data from the suppliers of the case packer/palletizer.