SEGMENTATION1

PEOPLE SEGMENTATIONOptimise your offer to maximise your reach

Understand. Describe. Quantify

SEGMENTATION2

Growth comes from finding ways of serving a broad market without limiting your reach

Marketing decisions depend on knowledge about consumers.

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Specific Target Group(gain loyalty within one defined set)

The need to think about everyonewith a suitable product offer

OLD THINKING NEW THINKING

Segmentation is a tool to help you think about everyone with a suitable product offer

SEGMENTATION

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Kantar Worldpanel combine Behaviours and Attitudes to create distinct segments of people to fully describe what and why they buy

B A30,000 peopleevery weektelling us what they buy

A uniquesurvey describingwhy people buythe category

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To create distinct groupsof people based on what and the most important reasons why they buy

SEGMENTATION

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REACH & RESPONSE

IDENTITY

COMMERCIALLY VIABLE

HOMOGENOUS

Giving you a RICH understanding of the people in your marketplace

SEGMENTATION

SEGMENTATION6

UnderstandAttitudes & Behaviours that make people different in your category

DescribeThe people who buy you category to align your business on how to maximise reach and sell in your plans to customers

QuantifyOpportunities to best allocate your resources

With a Kantar Worldpanel People Segmentation you can optimise your product and media offers to maximise reach across all of the different types of people buying your market

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Our clients use Kantar Worldpanel People Segmentation to drive their Shopper growth by informing and enhancing…

Product portfolioDevelop variants and format to maximise reach across all shopper types. and target new shoppers

Strategic planning & investmentBrand planning. Category Strategy. Resource allocation.

Customer RelationshipsThought Leadership. Highlight opportunities.

Ways of working Talk the same language. Solve the same problems

Media & Marketing campaignsDevelop content and plan media to maximise reach across all shopper types. and target new shoppers

SEGMENTATION

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We can quantify and track behaviours now and ongoing and deliver through Worldpanel Online to unlock value from the segmentation

£Quantify shopper growth opportunities – current

and future shoppers

Optimise resource allocation

Track performance of initiatives to maximise chance of future success

Apply across functions , business processes and key issues of the day

SEGMENTATION

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Size of clusters in spend & buyer terms, shopper metrics (weight of purchase, frequency, etc…) and demographic profile of each group.

SIZING

General grocery purchasing, specific sector, type and brand preferences, price & promotion habits and retailer choice.

PURCHASING

In addition to our bespoke questionnaires we collect fifty holistic ‘lifestyle’ responses based around nine key areas known as Shape of Britain

ATTITUDES

T.V., radio and print consumption gathered from the Worldpanel bi-annual media questionnaire and potential to link to TGI through TGI Worldpanel

MEDIA

Usage behaviour, such as which occasions are important by segment, wider category consumption, the role of categories (barriers, opportunities)

USAGE

We can profile each segments using our rich panel data to unlock opportunities

SEGMENTATION

© Kantar Worldpanel

Optimise your offer to maximise your reachUnderstand. Describe. Quantify

PEOPLE SEGMENTATION

http://www.kantarworldpanel.com/en/Expertise

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