Helping a gardening manufacturer re-tool with segmentation.
A world leader in garden power tools wanted to transition from a manufacturing to consumer focussed company. They had a stereotyped view of who their addressable market was, and a limited understanding of the different motivations and needs that were driving engagement within the category.
We implemented a two phase research program. The first phase was to conduct a Market Tier Definition study in five countries. This enabled us to quantify and profile (with quite a few surprises) the addressable market in each of these. We also sized and profiled different value based tiers within the overall market, providing a clear framework for subsequent work. The second phase was a consumer segmentation (in the same five countries) driven by needs, motivations and category value – communicated through workshops and supported by clear and captivating collateral materials.
A total transformation in the way the company is working. Within the context of a very clear understanding of the structure and nature of their global market, we have worked with the client to clearly position all strategic brands against a primary and secondary target segment. A price position matrix has been implemented which has helped identify clear white space for local “fighter” brands. We continue to work alongside the client and their various marketing services partners on the ongoing implementation of the segmentation and transition to become truly consumer-centric.