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Segmentation theories & ideas

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Case Study

The University of Melbourne launched a campaign to raise awareness about its research investment.

Case Study

Food company Hormel Gatherings promoted increased brand awareness and sales of their party trays in the USA through a campaign based on customer insight research.

Case Study

The launch of KA+, a value car model by Ford, had to be strategically planned to target the challenging and savvy buyers of value cars in the top five European markets.

Case Study

Tech giant Google created a digital lantern site to allow users in Taiwan to share the lantern tradition in a more sustainable way, and in doing so, built brand love.

Research Paper

Redefining the outdated 50-plus marcom image has long been overdue – this paper provides actionable insights from a study in the Netherlands into this target group.

News

NEW YORK: For decades, the consumer-socialization process has relied heavily on parental influence, and a paper in the Journal of Advertising Research (JAR) aims to “offer renewed perspectives” on this subject.

Case Study

Ministerio del Interior, a ministry responsible for policing and national security, created a video web banner campaign for women to tackle servile marriages and gender violence in Columbia.

Case Study

Credit card brand Mastercard used a social media campaign based around travel and parenting to drive leads to merchant partners in India.

Case Study

Shopping site ShopClues used a multichannel approach to change the online shopping habits of customers in Tier 2 and 3 cities in India.

Case Study

Amazon, the online retailer, increased its user base in India by connecting with mothers through an emotional video.

Case Study

Online brand Amazon used a multichannel campaign to build its credentials as a site for fashion in India.

Case Study

Online brand Amazon used a TV-led campaign to reposition its Kindle e-reader in the Indian market.

Case Study

Travel company Thomas Cook used a multichannel approach to create a new market segment by targeting older travellers in India.

Case Study

Oil giant Shell used digital and radio influencers in a word-of-mouth campaign to persuade customers to take part in its pump-for-charity drive during Hari Raya in Malaysia.

Case Study

Babylon, a healthcare app, successfully launched its product by positioning itself as a reliable search engine for the UK's hypochondriacs.

Case Study

Whiskas, a cat care brand, stood out in the digital market by utilising popular culture and creating the 'Kitten Kollege' campaign in the UK, which taught owners about cat care and kittens about being an adult cat.

Case Study

Knorr, a packaged foods brand, successfully increased sales and brand awareness in the UK, by tapping into millennials' relationship with food.

News

GLOBAL: Mass marketing is giving way to massive customisation, from focusing on averages to individuals, and this means marketers have to think very differently than in the past, according to Unilever’s Chief Marketing and Communications ...

Research Paper

This meta-analysis merged family communication pattern (FCP) and parental socialization literature streams to offer renewed perspectives on how parents intervene in media-related consumer-socialization interactions with children.

Research Paper

This paper describes a cluster analysis, using the K-means method, conducted on a quota sample of 1,260 Chinese consumers of imported wine interviewed via an online questionnaire.

Case Study

Propel, a fitness water, partnered with Pandora, a music-streaming brand, to drive product awareness and purchase intent in the US, using rich media units.

Case Study

This case study details how Kozy Shack, the pudding brand, teamed up with inMarket to create an in-store activation that drove brand awareness, product discovery and sales in the US.

Research Paper

This paper explains how Firmenich, a privately-owned fragrance and flavour house, and Tsquared, an online search insights brand, found an ideal vegan beverage for the UK market in 2017 by studying trends around natural food, organic food, and related dietary restrictions in the US and UK.

Research Paper

This paper looks at how a segmentation with measures purely related to digital can give more relevant results for the Chinese market, and how this was developed for Domino's, the pizza store chain.

Article

This article looks at how brands should identify the sales-driver segments of the target audience and then profile them in order to engage them via appropriate messages, if they are to grow sales.