Creating Segmentation for Growth
	MARKET MOTIVATORS

An animal nutrition company needed a segmentation strategy that identified and prioritized market segments for all product categories and provided direction for relevant and unique brand and product differentiation.

The Pert Group used a combination of qualitative and quantitative research initiatives to create a discrete and actionable segmentation scheme:

• Depth interviews helped uncover the underlying motivators associated with the brand and the care of the animal.
• A quantitative assessment lead to the creation and sizing of market segments and associated brand perceptions within each segment.
• A review helped prioritize segments based on their brand affinity, size and potential for penetration.
• The identity elements for the brand were clearly identified and articulated to allow for relevant messaging, product formulation and packaging.

As a result of the findings, our client determined that they should allocate 20 percent of their advertising budget to digital marketing next fiscal year. Additionally, the analyses provided guidance to the creative agencies developing the client’s future digital marketing campaigns and served as an invaluable resource for the client internally.