The Context
Segmentation of the Australian Vitamins, Mineral and Supplements market to allow for targeting of multiple brands to specific audiences.
Segmentation of the Australian Vitamins, Mineral and Supplements market to allow for targeting of multiple brands to specific audiences.
An extremely cluttered market with many brands competing for similar audiences, and low differentiation between brands. Further complicated by the wide range of conditions and sub conditions being treated by VMS.
An online community was conducted to understand consumer language and develop a solid category understanding. From there, a macro segmentation was carried out, to develop overarching segments based on category behaviour, attitudes and lifestage. A second stage of quantitative research followed to develop micro segments for 8 specific conditions of interest, followed by a series of brand architecture and implementation workshops.
A clear set of priority segments targeted to specific brands, with clear strategies for growth and NPD moving forward and a focused portfolio management plan. Development of a pack for the board, including infographics, highlighting feasibility and value for the business, helping embed the segments into the organisation from the highest level.
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