Profiling Target Audiences for an Innovative Plant-Based Food Company

For one of the largest alternative dairy companies, Glocalities profiled existing and potential target audiences by building on and enriching their segmentation model. 

BUSINESS CHALLENGE
  • To help enrich the food-based segmentation with lifestyle, values-based profiling, media and tone of voice. This, to ensure better targeting and more effective marketing and communication initiatives
  • To get more insights also about the product-related consumption and competition
  • Provide strategy recommendations on prioritizing and targeting segments
  • Go deeper into the primary target audience and build sub-segmentation based on lifestyle
  • Profile sub-segments that were immediately implemented in targeting

GLOCALITIES SOLUTION
  • Recontact respondents from Glocalities' global survey with client ad-hoc questionnaire, identifying client segments and merge product-related behavior and competition analysis with Glocalities variables on values, tone of voice, media, lifestyle, etc.
  • Building sub-segmentation model using Glocalities variables (lifestyle, demographics, values, etc.)

*numbers and markets were changed to protect the confidentiality of the client

BUSINESS IMPACT
  • Enriched profiles of the main segments with values, lifestyle and product-related behavior
  • Profiling sub-segments of the primary largest segment in depth
  • Recommendation on communication strategy for each segment

Authors

Martin Schiere

Principal Marketing Strategy Consultant

This email address is being protected from spambots. You need JavaScript enabled to view it.
+31 20 58 98 376

Maria Muravina

Research Consultant

This email address is being protected from spambots. You need JavaScript enabled to view it.

Copyright Glocalities International B.V.
Part of Motivaction International Holding
Marnixkade 109F, 1015 ZL Amsterdam
The Netherlands
This email address is being protected from spambots. You need JavaScript enabled to view it.
T: +31 (0)20 589 83 73

KvK: 73044873
IBAN: NL97 RABO 0334 8899 36
BIC/SWIFT: RABONL2U