Segmentation helps to re-assess a brand portfolio, at a global scale
Understanding needs
In order to retain long-term competitiveness, an international paint manufacturer was looking to reassess its product portfolio and take a consistent global approach to brand positioning. It wanted to use segmentation as the basis for these strategic decisions. The segmentation and its role in promoting the new global strategy would then need to be embedded among a very large number of global stakeholders.
Connecting data
The challenge with this segmentation was coming up with something that would be both universal and effective across 6 very different strategic markets in Europe and Asia. STRAT7 Bonamy Finch built the segmentation to focus on differences in consumers’ relationship with their home, plus their attitudes and behaviours when decorating.
Driving change
Our work was the foundation for a strong global brand portfolio and positioning strategy, with a re-alignment across the group. The intuitive segments and analytical rigour helped give confidence to the branding approach, and provided compelling evidence to validate it internally. Additionally, the workshops helped to land the message around the opportunity to align product, service & messaging to segment. Consequently the segmentation is also being used to inform local marketing plans and sales conversations with retailers.
The intuitive segments and analytical rigour helped give confidence to the branding approach, and provided compelling evidence to validate it internally.