Our Market segmentation studies help our clients to aggregate prospective buyers into groups or segments with common needs and who respond similarly to a marketing action. They enable clients to target different categories of consumers who perceive the full value of certain products and services differently from one another. The STP (Segmenting, Targeting, Positioning) model is useful when creating marketing communications plans since it helps marketers to prioritize propositions and then develop and deliver personalized and relevant messages to engage with different audiences

Key Dimensions for Segmenting

• Who: Demographics, Lifestyle, Values
• Why: Triggers for indulgence, Relationship with Brand
• What: Need of Indulgence, Satisfaction with current Brands
• When & Where: Consumption occasions (with whom, where, functional need, emotional need, etc.)
• Shopper Journey: Purposeful visit or random visit, Visiting habit (on which occasion, which channel, key factors)
• Touchpoint: Key touchpoints related with whole journey of indulgence