How Occasion Segmentation Powers Growth
September 19, 20235 min
Market segmentation is fundamental to marketing. Segmentation is evergreen when it comes to building and managing brands.
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Brand Research - Branding Strategy Insider
The most successful brand research studies the habits of people who use your competitors and points to ways to affect their environment to get them to think about your brand as a choice. Most brand research does not consider this. The focus is on studying people’s actions and reactions, not habits. Explore the latest brand research techniques on Branding Strategy Insider.
A New Era In Hotel Market Segmentation
June 20, 20234 min
The hotel industry uses a segmentation designed by consultancy STR that is all about price, service and amenities. This segmentation uses language that most humans would find bizarre when thinking about their hotel stay. No matter how many consultants provide insight to hotel groups, the default is always price, service and amenities. The STR hotel segmentations basically looks like this: Economy, Mid-Scale, Upper Mid-Scale, Upscale, Upper Upscale and Luxury.
How Facts Threaten Data-Driven Decisions
June 7, 20233 min
Beware of “facts.” In our pursuit of data-driven decisions, we tend not to question facts, and rather focus on their implications. This is when big mistakes can happen. Consider the words of Peter Drucker, arguably the greatest management scholar of the past century:
How To Reveal Customer Motivations
April 26, 20239 min
Claudia Kotchka played a key role in figuring out what parents (mostly mothers) want from their children’s diapers. She was in charge of P&G’s design, tasked with bringing new innovation tools and techniques into the company. But it was incredibly difficult to get marketing on board because the experiences reported by her consumers didn’t match up with what marketing thought were the important parts of selling diapers. It was only when IDEO came on and...
Why Leading Brands Embrace Market Segmentation
March 1, 20234 min
AB InBev is the owner of over 500 drinks brands including national beers (Budweiser, Stella Artois, Corona Extra) canned cocktails, craft beers, energy drinks, etc.. In an interview for The Wall Street Journal’s C-Suite Strategies section, the CMO of AB InBev discussed the changes in the Group’s brand marketing. One significant change is the focus on occasion-based segmentation.