happy fish project
TRANSCRIPT
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Road to SuccessHappy Fish: A Case Study
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WHOare Happy Fish’s
target customers?
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SEGMENTATION TARGETING POSITIONING
How?
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Segmentation & Targeting:CLUSTER ANALYSIS
&
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Positioning:REGRESSION & MULTIDIMENSIONAL
SCALING ANALYSIS5
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Results
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Gen YAge 26-30
Will pay at least 30%more for sustainable seafood
Strongest agreement on the
of sustainable seafood animal welfare, health & taste
superior aspects
Spends
most on seafood
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Millennials
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Age 18-25 Spends
least on seafood
Ambivalent towards sustainable seafood
Spends at least
1~2 hourson social media and/or Internet
everyday
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Gen X
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Age 41-45
Strong agreement on the
of sustainable seafood animal welfare, environment & health
superior aspects
Spends up to 1 hourreading magazine or watching TV everyday
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Daily Meals Fine Dining
Constant 4.245 5.454
Q12A: Would start conversation with vendor/waiter if SS served -.288 -.322
Q10D: Taste of SS > traditional seafood -.282 -.394
Q12B: Would patronise vendor more if they sold SS -.177
Q10A: Environmental benefit of SS > traditional fish .176
R-squareAdjusted R-squareNo. of Observations
.097
.090522
.059
.055
Regression Analysis Results
: Most important predictor
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AgeWillingness to pay more for sustainable seafood
Attitude towards the benefits & advantages of sustainable seafood
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Relative Distance Between Clusters’ Attitude & Characteristics
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Moving Forward
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Establish credibility.
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Message is important.
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Pick the right channel.
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Utilise star power.
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Y
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Thank You