Understand how your brand fits in the competitive landscape
To be truly actionable, a segmentation should also assess how a brand compares to its competition against a set of key customer needs. In Chart 2, we have identified four important requirements that our client – a natural remedy – must focus on in order to maximally appeal to important target segments. What we are seeing is that the brand is performing only average on the first (and most important) key need (“Sporty”); and while it is doing much better on “Strong Heritage,” our brand still trails the category leader by a significant margin. On the last two attributes, though, the client’s brand is clearly the best in class.
Chart 2. Is a brand well-defined within its category?
In fact, the attributes on which the brand performed so well are key to one specific target segment – which tells us that the client should maintain its positioning as a natural and herbal brand. Secondly, because the first two attributes were really critical to tapping into the most lucrative segments, our analysis gave them a very specific roadmap for penetrating these segments.
Ultimately, the goal is to remind as many consumers as possible that the brand exists and that it can meet the requirements of the moment. By focusing on the top of the marketing funnel in this way, we are giving our brand greater odds of being considered and tried in different moments, and of ultimately generating a stronger base of occasional and even loyal users.
