Posts tagged "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 »

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 »
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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 »

Slice it Up: B2B Segmentation Strategy in the Global Food Industry

Slice it Up: B2B Segmentation Strategy in the Global Food Industry
When a firm has a product capable of being marketed to the food industry as a whole, developing a segmentation strategy is the only way to succeed. This year, a global food supplier asked us to work with them to identify the most attractive B2B customer target segments and specific firms within the global food... 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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A Portfolio Approach: Unilever’s Dove Segments with Scent

A Portfolio Approach: Unilever’s Dove Segments with Scent
A walk down any retailer’s Health and Beauty aisles reveals a dizzying assortment of personal care products. Unilever’s Dove brand alone offers 23 body washes and 15 body bars, along with additional facial care, deodorant, lotion and hair care products. These offerings might be considered part of a confused product portfolio, except for one fact:... Read more »

How Procter and Gamble Sniffed Out New Markets

How Procter and Gamble Sniffed Out New Markets
Segmenting for Scent-Lovers Reaches 40% of Consumers When Procter & Gamble first launched Febreze as an odor-eliminating product, it failed. In The Power of Habit, Charles Duhigg relates the story of how Febreze came back. Consumer psychologists learned that consumers didn’t just want to eliminate odors—they craved a sense of accomplishment from making their environments... Read more »

The Balancing Act: Marketing to Moms AND Dads

The Balancing Act: Marketing to Moms AND Dads
As we’ve discussed before in my article “I am Dad, Hear Me Roar,”, the vast majority of dads today are involved with parenting, along with household responsibilities and chores. The Marketing to Moms Coalition State of the American Moms 2012 Report looked at parenting priorities of moms and dads and found high levels of agreement... Read more »
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The Case for More Meaningful B2B Market Segmentation

The Case for More Meaningful B2B Market Segmentation
B2B companies typically look at straightforward approaches to segmenting their prospects and customers, such as size of the customer, spending levels in the business, and the customer’s industry.  For existing customers, further segmentation might include spending by product type, profitability and trends over time. Frequently, the top 4-10 existing customers are defined as “mega accounts”... Read more »
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    Michal Clements

    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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