Posts in category "Market Segmentation"

10 Quick Facts Marketers Should Know About 10 Million Stay-at-Home Moms

10 Quick Facts Marketers Should Know About 10 Million Stay-at-Home Moms
Stay-at-Home Moms are a Growing Group The recent news about stay-at-home moms is that they are a growing group, with 29% of moms with kids less than 18 are staying at home, according to a Pew Research Center trends report. This 29% represents an increase from 1999, when 23% of moms stayed at home and... Read more »

Great Expectations Among Millennial Renters Highlight High-Touch Trend

Great Expectations Among Millennial Renters Highlight High-Touch Trend
Millennials are growing up, getting jobs and achieving that hallmark of maturity, moving out on their own. But property managers note that these renters are not as independent as you might think—and they are much more demanding than previous generations. I spoke with the owner and manager of a residential property management firm serving the... Read more »

A Tale of Two Trade Shows: Success With Different B2B Objectives

A Tale of Two Trade Shows: Success With Different B2B Objectives
Trade shows have been important to B2B companies for a long time.  Most firms see them as an opportunity to showcase their new products, meet with customers and generate media interest.  So, while they are productive and important, I don’t often hear people describe them as “fun.” Not Karen Haefling, Vice President of Marketing at... Read more »
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Can You Feel It? The Market Strategy of Texture Segmentation

Can You Feel It? The Market Strategy of Texture Segmentation
Segmenting with Texture is a Growing Market Strategy Element In the food and beverage market, strategy is becoming increasingly focused on texture. “Over one-quarter (27%) of the best-selling new U.S. foods and beverages launched in 2012 carried a texture claim,” according to the Institute of Food Technologists’ 2013 New Product Pacesetters Report. The common preference... Read more »

Aligned Modern Health Brand Rides the Tailwinds of a $30B Market

Aligned Modern Health Brand Rides the Tailwinds of a $30B Market
Alternative healthcare (as defined to include chiropractic, acupuncture, massage, yoga, meditation, nutrition counseling and other services) was a $30B market in 2013 the United States. Globally, the market was estimated at $115B in 2012 by Global Industry Analysts. One alternative healthcare provider, Aligned Modern Health, is bringing differentiated services, high quality retail locations, and powerful... Read more »

Will Men Be More Profitable Grocery Customers?

Will Men Be More Profitable Grocery Customers?
As Men Shop and Cook More, Will They Spend More Freely than Women? In recent years, men have been stepping up with more grocery shopping and cooking activity. For example, Schnuck’s reported that 6% more men were the Primary Grocery Shopper compared to 5 years ago.  Another study found that Gen X men go grocery... Read more »
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I Want Candy: How Nestle’s Skinny Cow Won Over Weight Conscious Women

I Want Candy: How Nestle’s Skinny Cow Won Over Weight Conscious Women
Nestle’s new Skinny Cow Candy brand, a 2013 Nielsen Breakthrough Innovation winner, achieved a two-year revenue of $115-125 million by selling candy to weight conscious women.  Since 1994, Skinny Cow has marketed and sold ice cream snacks to “dessert lovers who know that looking good and staying healthy doesn’t mean a life without indulgence.” Skinny... Read more »

Nimble B2B Strategy: Navigating the Global Automotive Market

Nimble B2B Strategy: Navigating the Global Automotive Market
An Industry in Dramatic Change The global automotive industry has recovered from the economic crisis, but profits and sales growth show a much different geographic mix than before.  These changes affect not only the automotive companies themselves, but their suppliers as well. According to a recent McKinsey report, industry profit was approximately 54 billion Euros... Read more »

The Race is on to Segment for MOOCs: To the Victor Go the Spoils

The Race is on to Segment for MOOCs: To the Victor Go the Spoils
MOOCs have emerged as a disruptive force in  ‘traditional’ higher education.  A MOOC is a Massive Open Online Course allowing unlimited student enrollment through the internet. Coursera is one leading provider, encouraging participants to, “Take the world’s best courses, online, for free.” In a meetup held at Northwestern University on October 17th, four of the... Read more »
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This Halloween, Haunted Houses Scare Up Millennial Millions

This Halloween, Haunted Houses Scare Up Millennial Millions
A majority of Millennials aged 15-25 now claim Halloween as their favorite holiday in a survey by social video chat provider ooVoo.  Although overall spending for Halloween is slightly down from last year, Millennials are celebrating in a big way. Kathy Grannis of National Retail Federation writes: “Seven in 10 18-24 year-olds surveyed said they... Read more »
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    Michal is co-author of Tuning Into Mom and an experienced consultant. Michal develops winning growth strategies and detailed go to market plans for some of the world’s outstanding organizations including McDonald’s, Gatorade, Abbott, Barilla, Tylenol, Clorox, Key Bank, Eagle Ottawa, Quaker and the Baker Demonstration School.

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