| Househods are one of the largest consumers of instant noodles. In a households, instant noodles are used as a staple food supporter, even for daily food needs. Instant noodles is quite popular in households because it is more practical, economical, and affordable In Indonesia, one of the pioneers of intant noodles is Indomie. Nowadays, Indomie has become a market leader for instant noodles. But, lately, many competitors are emerging, such as ABC, sedap, and Tropicana slim. The huge number of competitor will cause consumer’s loyalty to decline because consumers will always seek for products that have more benefit for them. This circumstance will force the need of Indomie to give better service than the competitors and the need to determine a strategy to make the existing costumers keep using their product, and become more loyal so that they can give profit to the company. In this research, CLV (Costumer Lifetime Value) calculation is done to each consumer. CLV is the present value of the total profit in the future, which is acquired from consumers in their relationship to the company. Then, each consumer is categorized based on the value of CLV and the periods of usage of Indomie. Consumers will be categorized in four segments: star customer, profit making customer, question mark customer, and profit taking customer. In this segmentation result, these following results are obtained: star customers are 17%, profit making customers are 37%, question mark customers are 12%, and profit taking customers are 34%. After that, profile making will be done for each segment. Based on the characteristic of each segments, researcher can give a suggestion about customer retention strategies that fit for each segment. The suggested customer retention strategies are the construction of customer membership, and also the organization of various events such as competitions, health seminars, and so on. |