01
Client context
Several brands in the portfolio targeted similar consumers, cannibalising each other.
02
Business challenge
Marketing, product and sales teams used different definitions of the target consumer.
03
Research objective & questions
Build an actionable segmentation and map each brand to distinct segments.
- What distinct segments exist based on needs and behaviour?
- How valuable and reachable is each segment?
- Which segments are under-served?
- How should brands be positioned across segments?
04
Methodology & approach
- Exploratory FGDs
- Needs and language exploration.
- Segmentation survey
- Attitudes, behaviours and media habits.
- Cluster analysis
- Needs-based segment identification.
- Persona development
- Qualitative deep dives into each segment.
05
Sample & geography
- ~8 FGDs
- ~3,000 survey respondents
- Geography — India
06
Key findings
- Six segments emerged, defined more by ingredient attitudes than demographics.
- Two brands overlapped heavily in one segment.
- An ingredient-conscious segment was under-served.
- Segments differed sharply in channel preference.
07
Business implications
- Reposition one overlapping brand.
- Develop an ingredient-led proposition for the under-served segment.
- Align channel strategy with segment preferences.
08
Outcome
The company received a segmentation model, personas and a portfolio positioning map.
Example engagement — Shows how Hoog approaches this type of question. Not a specific client project. Findings are directional.