Eckes Granini
The Eckes-Granini Group, an independent family-owned company headquartered in Germany, Nieder-Olm (Rhine Main Area), is focused on its committed and competent employees, its strong brands in the field of fruit juices and fruit beverages and a long-term strategic orientation devoted to generating sustainable added value.
Have an overview of different markets
Calibrate the positioning of brands
Adopt the segmentation data by EG brands quickly
Challenge and solutions
Could you describe your role at Eckes Granini?
I am Sr. International Innovation Insights Manager, and I am responsible for driving the generation of relevant insights and building a consumer-centric innovation pipeline, concepts and value propositions and bringing the consumer voice to the company.
What challenges were you facing and what motivated you to solve them?
Eckes Granini has numerous brands across Europe and sometimes several brands within a market. We wanted to have a unified framework and language for marketing activities across all our brands. In markets where we have several brands, we also wanted to ensure that the brands don't cannibalize each other. In addition, at Eckes Granini we are trying to expand our focus to go beyond juice and the segmentation was to help us lay the right fundamentals for the same.
How did Glocalities help you?
Glocalities built a fruit-based beverages-centred segmentation specifically for us. We had an overview of each segment’s profile in detail on the behaviours and attitudes related to fruitbased beverages and all the adjacent topics as well as the values that segments hold and types of communication that resonate with them. This allowed us to have an overview of different markets (how they are different and how they are similar) and it helped us calibrate the positioning of brands by assigning best-fit audiences to them whilst considering other brands’ strategies and learnings.
Did the values-based segmentation change your communication strategy? If yes, how?
Yes, it goes beyond just communication. The study provided us with relevant insights that helped us fine-tune our brand fundamentals always having the target group in mind. This impacted us to rethink not only our communication strategy but also our channel, brand and innovation strategy.
How would you say Glocalities segmentation has impacted your teams’ success?
Within only a couple of months Eckes Granini across all levels, teams adopted and adapted to the segmentation data. Glocalities really supported us throughout the way to make the insights tangible and comprehensible to seamlessly put to use the in-depth information and help to connect our brand positioning with the segments.
