Segmentation Targeting Case Study

A Biotech Client was considering a customized targeting strategy for its customer base for an inline brand. The company engaged AW to identify key segments based on current behavior, attitude, needs & demographics to improve brand loyalty & increase market penetration.

Background

The client engaged AW to identify customer segments based on behavior, attitude, needs & demographics to improve brand loyalty & increase market penetration

They wanted to customize a targeting strategy for selected segments with targeted messaging & focused promotional tactics

Business Objective

Identify distinct, targetable, and actionable segments Profile segments based on key characteristics (needs, interests, behaviors, challenges, attitudes, demographics) that defined the segments