Point of View: Consumers don't fit into neat boxes

Even brands with quite different functional features or positioning end up selling largely to the same people as rivals.

Point of View: Consumers don't fit into neat boxes

Byron SharpEhrenberg-Bass Institute

In last November's Admap there was a valuable case study of the brand Quorn's highly successful change in marketing strategy; away from targeting vegetarians towards mass reach. The new strategy was due to some fundamental discoveries about markets. In a nutshell, 'most vegetarian pizzas are bought by non-vegetarians'. Or, to drive the point home, most 'meat lovers' supreme' pizzas aren't bought by über-carnivores. Most buyers sometimes feel like the vegetarian option, sometimes the organic option, sometimes the expensive option, sometimes the cheap. These...

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