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.

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

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