MMR helps 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.
|
Contact MMR to learn more.
