Actionable segmentation
Adding the ‘so what?’ and ‘what to do?’ to consumer and demand space segmentation
Understanding different consumers’ needs, category drivers, and demand spaces is central to targeting and portfolio management.
But without the ‘so what?’ and the ‘what to do?’ questions that impact the wider marketing mix (NPD, pricing, packaging, promotions, etc), segmentation and demand space studies do not reach their full potential.
Case Studies
Café culture (B2B)
How does one of the world’s largest coffee providers position itself for cafes who increasingly want small, local, distinct roasters?
By understanding the needs of café owners, we identified four personas of cafes and owners, and distilled the key needs both across and within segments.
This resulted in the development of a new sales strategy, informed a portfolio and acquisition plan and helped sales reps to solidify their current relationships by better understanding the owners.