Limited customer centricity and understanding blocked growth in product development and marketing.

Challenge:

  • Limited commercial impact using existing segmentation model
  • Improve customer engagement, through ATL and CRM
  • Enable refinement of existing products to better match target customer needs
  • Develop new propositions to better match target customer needs
  • Increase relevance, understanding and use in the business

Approach:

  • Comprehensive hybrid segmentation matrix framework proposed and executed
  • Activation phase including internal launch and roll-out
  • Series of workshops helping each function to understand how the insight can deliver value to them
  • Program and process tailored to client capacity and resources

Results so far:

  • Revised and enhanced customer strategy
  • New marketing and communication with revised content/copy to better attract the key target segments
  • Portfolio range gaps closed with new offerings and products
  • Cost saving in marketing production and media spend