Consumer needs at the heart of strategy for ice cream portfolio

Girl eating ice crea,

A major CPG company needed to align and differentiate their ice cream portfolio to better meet consumer needs and occasions within the category

For the first time in their history the client was able to put consumer needs at the heart of their marketing strategy and build strategy plans to ensure that each brand could focus on an individual set of consumer needs to minimize cannibalization and focus on build compelling individual brand stories that reach consumers in both a functional and more emotional way.

Psychoanalytics and choice-based segmentation to understand both conscious and unconscious consumer needs within the category and identify key occasions for each of these target segments.  

 

About methodologies used:

Choice-based Segmentation

Psychoanalytics