Segmentation and targeting that embraces increasing consumer complexity
Consumer expectations of brands are changing, market conditions are volatile, and competition is fierce. Yet, you’re tasked with developing strategies that unlock sales, revenue, and brand growth – both now and into the future. To do this successfully, you need a comprehensive understanding of your target groups – who they are, what they want and need, what they value, how they see the world, what and why they buy, and more.
The only way to achieve sustainable short- and long-term growth is to balance targeted activation with brand building aimed at the whole market — it’s not either-or.Mark Ritson
Sophisticated mass marketing doesn’t mean targeting everyone, nor does it mean treating everyone the same. It means understanding the heterogeneity in your market, and then catering for only the differences that matter in order to maximize reach.Byron Sharp
A dual approach to segmentation for both short and long term growth
Brands can no longer view their customers as a homogenous group. Nor can brands rely on segmentation studies based solely on demographic data. To really thrive, brands need a new approach to understanding the diversity of their customers.
GfK Growth Architect takes a two-pronged approach to maximize both sales in the short term and brand strength in the longer term. In the short term, you can embrace differences to target your most valuable segments based on their drivers of choice and position your brand to address their needs. In the long term, you can develop intelligent mass marketing that broadens your reach and strengthens your brand through a distinctive overarching brand positioning with universal appeal.
From strategy to execution
To drive results, segmentation studies need to be collaborative projects that capture input from your key stakeholders.
Work with GfK to uncover critical insights and build a high-impact strategy that meets the unique needs of each business area. Execute your strategy with custom guides, dashboards, and workshops that transform complex information into simple, actionable steps.
Continue to breathe new life into your sales and marketing activities with segmentation that enriches your long-term understanding and decision-making.