Trendy International Stroller Brand

BUSINESS CHALLENGE
  • To distinguish the brand from the fierce competition in foreign markets
  • Market growth: identify the area of current success and the area of future growth
  • Making marketing and communication more effective, while taking cultural differences into account

GLOCALITIES SOLUTION

Step 1: Values-based segmentation in order to identify interesting target audiences

Step 2: Deep dive into client markets and exploration of the values-based Glocalities segments

Step 3: Research into the purchasing behavior of the brand, and the conversion rate to identify the segments with future growth potential

Step 4: Hold workshops on cultural differences and commonalities between markets and segments, and on how to interact more effectively with the biggest customer segment.

Glocalities Case Study Strollers

BUSINESS IMPACT
  • A strategy of adapting communication and marketing of the home market to markets with different values make up.
  • Two core primary and one secondary target audience were identified with their detailed profiles. The marketing strategy was adjusted to target the future growth segment.

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


Authors

Roel Schoemaker

Principal Strategy Consultant
+31 (0)20 589 82 65

Hans Schoemaker

Research Consultant
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