Consumer Goods & Services

MMR Strategy’s Consumer Goods and Services practice focuses on helping marketers develop strategies to attract new customers and increase retention rates.

Our studies focus on five key areas:

  1. Testing new concepts, products and services
  2. Tracking attitudes habits and purchase behavior
  3. Segmenting the market
  4. Optimizing pricing
  5. Rating your brand versus key competitors

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The types of studies we implement include:

Customers:

  • Customer Usage, Attitudes, and Buying Process
  • Market Segmentation
  • Customer Loyalty and Retention
  • Customer Satisfaction

Products:

  • Concept and Product Evaluation
  • Pricing Optimization
  • Distribution Channel Analysis
  • Customer Needs and Adjacencies

Brands:

  • Brand Positioning
  • Brand Tracking and Management
  • Brand Equity, Image, and Extensions
  • Advertising Substantiation

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Case Study

MMR Strategy helped a leading household appliance manufacturer develop marketing, product design and distribution strategies targeted at key segments.

Problem Analysis Results
  • A household appliance manufacturer wished to identify key segments to focus marketing, product design, and distribution strategies.
  • They wished to identify customer buying behaviors and preferences by brand, retailer, and distribution channel.
  • The client wanted to understand where to invest in the purchase cycle to generate growth.
  • Using statistical techniques such as factor and cluster analysis, we identified and described distinct segments in the product category.
  • We identified key segments with the best opportunities for growth and how to effectively reach these customers.
  • We evaluated customer satisfaction, likelihood to purchase, attribute importance, brand ratings, attitudes and purchase behaviors.
  • The client adjusted its positioning strategy to focus on those performance attributes most important to the target segment.
  • They allocated resources to improve product design in areas consumers rated as important, but where they received low ratings.
  • They were also able to make informed decisions about how to best execute their distribution strategy.

Looking to expand your consumer base? Contact us today.