Market Segmentation Analysis for a CPG Company
The consumer packaged goods (CPG) market landscape has changed dramatically over the past few years, and so have the expectations of customers. Today, modern customers value businesses that identify their individual needs and meet their expectations. As such, CPG companies will need to restructure their business models and adopt a more personalized strategy. This is where companies realize the real power of leveraging market segmentation analysis.
Business Challenge
The client is a CPG company based out of the United States.
Our client, a retail firm, faced difficulties in differentiating its brand from its competitors. Also, the client’s inability to reach out to the right customers through targeted marketing initiatives resulted in huge losses for the company. As a result, the client had limitations with their budget for marketing and advertising. The client, therefore, realized the need to segment their target customers and personalize offerings for them. To do so, they approached the experts at Infiniti Research to leverage their expertise in offering market segmentation analysis.
With Infiniti’s market segmentation analysis, the client also wanted to:
Personalize product and service offerings –
With Infiniti’s market segmentation analysis, the client wanted to categorize their customer segments into various groups based on their spending patterns, buying behavior, interests, and value for the brand. By doing so, the client wanted to make marketing, product development, and customer service more effective by devising personalized approaches for different groups.
Enhance marketing campaign –
By leveraging Infiniti’s market segmentation analysis, the client wanted to analyze their customers’ needs and requirements to personalize marketing initiatives for them. Also, they wanted to determine ways to acquire new customers, build brand loyalty, and build awareness around specific products.
Increase customer engagement –
By leveraging Infiniti’s market segmentation analysis solution, the client wanted to constantly track customers’ activities within various groups. By doing so, they wanted to restructure their business models to meet their customers’ rising needs.
Our Approach
The experts at Infiniti Research conducted a three-phased approach that involved:
A customer needs assessment to analyze the evolving needs and demands of customers. This phase of the market segmentation process also involved categorizing customers with similar needs and demands together.
A customer satisfaction analysis to identify how well the client’s products and services satisfied the changing needs and demands of customers. This phase of the market segmentation engagement also involved identifying reasons for customer churn.
A marketing strategy engagement to devise a solid marketing plan for product promotion.
Results Obtained
Infiniti’s market segmentation analysis helped the client to segment customers into various groups based on their spending patterns, buying behavior, interests, and value for the brand. This helped the client to make marketing, product development, and customer service more effective by personalizing initiatives for different groups. Also, customer segmentation analysis helped the client to constantly track customers’ activities within various groups and restructure their business strategies to meet their rising needs and demands.
Also, by conducting a customer satisfaction survey, they were able to identify dissatisfied customers and provide them with products or services they’re looking for. Market segmentation analysis also helped the client to identify the best prices to target new customers and set profitable prices for their products and services. The client was also able to streamline their marketing initiatives and achieve huge savings on their marketing budget. The CPG company increased sales by 33% within one year of leveraging our market segmentation analysis.
