Today, consumers have various needs, which can sometimes shift during different occasions, even in the same day.
The food and nutrition space provides a striking example. Here, the categories encroach upon each other and consumers can opt for healthy foods, functional foods, supplements and even wellness services to fill the same needs. All this creates a challenge for a marketer attempting to map out a brand strategy.
This session will explore using an occasion-based study to identify areas of opportunity even in a saturated market (through targeting adjacencies) and quantify them. We'll look at identifying the differentiating needs and attributes between brands – beyond the value proposition – to understand how consumers differentiate brands and products in consumption occasions.
- How to define a consumer with many hats – they change them frequently, demanding a set of offerings versus a single choice
- A new methodology that develops a detailed Market Structure and Size of Opportunities (value and volume). Instead of segmenting consumers and mapping the value proposition to a “consumer type”, the solution explores opportunities across different “occasion types”