01

FMCG

Baseline Study and Segmentation in Spain, Italy and Russia

Situation and main goals: Understanding and gaining an in-depth insight into uses, attitudes, buying, consumption and culinary habits. Identifying strategic segmentation based on attitudinal, lifestyle and socio-demographic variables, which allowed the client to determine the best value proposition to maximize the brand’s penetration potential and volume in each segment.

Methodology: In-depth analysis of the main purchasing and food preparation phases through qualitative and quantitative techniques. Multi-variable analyses such as Chi-squared Automatic Interaction Detection, LOGIT, Hierarchical and Non-Hierarchical Cluster Analysis and Homogeneity Analysis were employed to define a segmentation strategy.

The key elements that defined individuals based on their trends vis-à-vis innovative foods were analysed and the most innovative clusters were fine-tuned.

Results:

• Identification and perfect location of segments. The project involved the entire organization and a conference was held to present the segments to the main departments that were to interact with them, including the trade, sales, marketing, communication and public relations departments.
• In later stages of the project, this project was complemented by more operational studies that determined the potential of new innovative concepts that covered these market niches. The brand launched a new product, whose launch was a resounding success in the retail industry in 2013 with a penetration rate of 70-90%, depending on each country.