Segmenting the Writing Instrument Market
Challenge
In light of significant industry shifts, a major US manufacturer of writing instruments needed to revise their brand strategy, propelled by a new market segmentation.
Approach
M/A/R/C® developed a curated solution that delivered a comprehensive understanding of the writing instrument marketplace and segmented consumers into meaningful, actionable groups. Specific objectives included:
- Size each segment and their market opportunity
- Develop in-depth profiles of each segment (needs, behaviors, demographics, psychographics)
- Determine the best brand strategy for the target segments
The 30-minute survey was conducted among ~3000 category users, ages 13 and up.
Outcome
- In collaboration with the client, a solution of six distinct and clearly defined segments was developed.
- In addition to providing detailed profiles for each group, M/A/R/C® identified three of greatest opportunity for our client.
- Specific recommendations to activate and engage each of the consumer groups were also delivered through meetings and resources designed to maximize success.
- These efforts enabled the client to seamlessly integrate the findings throughout the organization and roll out a refreshed brand strategy.