Marketing Strategy

Get to your destination.
We can help.
Call 917.921.8009 for a free consultation or click here.

Market Segmentation & Planning

Target your effort and your budget to your most profitable prospects and customers! Identify which prospects and customers have the right combination of promotion responsiveness, loyalty, service cost, order frequency, order size, referral potential, and more. Bending Brook will work with you to identify and prioritize your customers.

We’ve helped companies such as Scholastic Book Clubs, American Express, private equity firms, retail firms such as GI Joe and AEON, and others to segment their customers in order to:

 

    • Prioritize customer acquisition
    • Price services
    • Set customer loyalty program budgets
    • Create priority service queues
    • Screen new product development
    • Guide marketing communications and website development
    • Create revenue and profitability forecasts

 

Most projects involve research and analysis on available syndicated demographic, personality, and lifestyle data. Often we perform  qualitative market research – such as focus groups, one-on-one in-depth interviews, or other methods. As budgets allow, we use quantitative market research – such as surveys. The research is combined with business hypotheses and creative insight to understand customer motivations and predict behaviors. We tailor the approach based on your needs and parameters.

 

We can append 3rd party information to your customer list, including demographic data or lifestyle segmentation such as Neilsen PRIZM. These can give  greater insight on your best customers. Then we can use that to target new customers.

 

Case Study: AEON Mass Merchandiser in Japan

  • Situation

    • AEON (the Japanese Wal Mart) entered the private apparel business to compete with existing national brands. Sales were significantly below forecast.

    •  

  • Approach

    • We assessed AEON private label brand position in the marketplace, evaluated fit with existing consumer sentiment, assessed competition, and explored customer segments that would respond to the brand

    •  

  • Solution

    • Executed quantitative and qualitative studies to identify current consumers, including surveys, interviews, shop-alongs, in-store observations, and store scan data analysis
    • Identified archetype segment for the brand
    • Identified gaps between creative and design vision and target consumer’s needs and preferences

 


Interested? We’d love to tell you about some other segmentation & research projects we did:
 

    • Telecommunications research across 5 states, with initial qualitative stage followed by mail-phone surveys to get 3,200 completesMarket Segmentation & Planning
    • B2B research across 3 continents on travel service perceptions. Took special care to ensure research provided valid insight across multiple languages, cultures, and vendors
    • B2B research in 5 countries on services to legal professionals
    • Insight research on music consumption habits in the US, where we identified 2 segments of music users of highest priority to our client
    • Statistical analysis on B2B2C channel combined with qualitative in-depth interviews to highlight some surprising segments. Used personas as rallying point for team: created targeted promotions, pricing, training, and other communications for priority personas

 

What’s your business need?  Call us on 917.921.8009 or email us on Ideas@BendingBrook.com. and we’ll help you explore how to solve it in a way that’s right for you.

a