Using segmentation to truly understand customers.
Developing a segmentation tailored for wine consumers, and wine consumption occasions.
The challenge
In today’s omni-channel, multi-touchpoint landscape, its easy to loose sight of customers and their needs. A global winemaker reached out to STRAT7 Bonamy Finch as they wanted an in-depth analysis and understanding of wine drinkers, their drinking occasions contextualised against all other alcoholic drinks. They needed this data on a global scale, but at the same time needed to produce insight to take action at local level.
The solution
Using a range of complementary techniques, we were able to create a global framework that incorporated wine knowledge & attitudes, motivations and situation context. We then identified the size and opportunity of different profit pools, highlighting gaps in the market and room for expansion.
This created a rich source of insights, allowing for global and local portfolio planning, and optimised new product development.
The result
The new model has become a central pillar in strategic brand planning. Recently refreshed in a number of markets, it allows wine brands to be more easily incorporated into brand planning across the entire business portfolio.
A great example of the sort of complex work that we specialise in.
We have used STRAT7 Bonamy Finch for many years to deliver our complex quantitative research studies and analytics. They have a high level of expertise, and we rely on them for projects that go beyond the complexity that many agencies can handle.
Kate Sargent
– GM Customer Insight & Analytics
