Mass Consumption
___________Baseline and Segmentation Study in Spain, Italy, Russia, and Nigeria
INITIAL SITUATION
Our client needed to gain in-depth knowledge of the uses, attitudes, shopping habits, consumption and cooking habits in their main countries of operation: Spain, Italy, Russia and Nigeria, identifying a strategic segmentation based on attitude, lifestyle and socio-demographic variables that allowed the client to determine the best value proposal to maximize the volume and penetration potential of the brand in each segment.
METHODOLOGY
Examine the main phases of the food purchase and preparation process using qualitative and quantitative techniques. Multivariate analyses such as Chi-Squared Automatic Interaction Detector, LOGIT, Hierarchical Cluster analysis, Non-hierarchical Cluster analysis and Homogeneity analysis were applied to define a segmentation strategy.
The key elements defining individuals were analysed based on their tendency towards innovative foods and fine tuning the most innovative clusters.
OBJECTIVES AND RESULTS
Perfect identification and location of the segments. The project involved the entire organisation, and a convention was held to introduce the segments to the main departments that would interact with them: trade, sales, marketing, communications, public relations, etc.
This project was later complemented by other more operational studies that identified potential new innovative concepts covering these market niches.
The brand launched a new product that was a complete success in the retail industry with a penetration rate of between 70% and 80%, depending on the country.