Global segmentation guardians for one of the world’s largest wine and spirits sellers
Creating a ‘glocal’ demand spaces framework in 30 markets, guiding local teams and agencies through the process from questionnaire design to delivery of the segmentation.
The client was one of the world’s largest wine and spirits sellers, operating a decentralised business in which local teams were given agency to make decisions while being guided centrally by Centres of Excellence. Previous segmentation frameworks had failed to deliver the granularity and local specificity that would guide strategic decisions across so many markets and brands.
We developed a ‘glocal’ approach to the segmentation, initially piloted in 7 markets before being rolled out across over 20 more. We liaised directly with local teams and agencies to ensure their U&A captured the necessary data for the analysis. We then analysed the data separately in each market to sense-check the global framework and identify local nuance, before aligning with local teams on a segment solution that was true to consumers in their market and globally relevant. Volume and value were overlaid on this market map to give clear strategic direction for each brand.
The outcome was a structured segmentation analysis process that delivered against the needs of many different stakeholders. Local teams were given the control they needed to arrive at a segmentation that would help them achieve their ambitions. Global teams felt confident that the business could speak a ‘common language’ about consumers, meaning they could deliver against regional and global objectives. Our role as guardians meant that the global teams felt reassured that they could focus on embedding the segmentation within the organisation, while we handled the complexities of rolling out a complex segmentation framework in so many markets.
Unbelievable impact in a short space of time. Analytics across diverse data was an eye-opener, providing clear direction to take to the CEO
Global Head of Consumer Analytics & Insights | Decision Sciences, Diageo