Analysis
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Success Story
Growth Architect
Segment your consumers to unlock short- and long-term growth
Segmentation and targeting that embraces increasing consumer complexity
Consumer expectations of brands are changing, market conditions are volatile, and competition is fierce. Yet, you’re tasked with developing strategies that unlock sales, revenue, and brand growth – both now and into the future. To do this successfully, you need a comprehensive understanding of your target groups – who they are, what they want and need, what they value, how they see the world, what and why they buy, and more.
NIQ Growth Architect gives leaders in Technology & Consumer Durables, FMCG, Retail, Automotive, Media, and other industries the insights needed to craft laser-focused activation strategies for short-term sales growth, as well as sophisticated, inclusive mass marketing for long-term brand building.
2.1X
more likely to have brand positioning fit to clearly-defined target groups among high growth companies (McKinsey)
78%
of CEOs are now banking on marketing leaders to drive growth (McKinsey)
62%
of global consumers only buy products and services that appeal to their beliefs, values or ideals (NIQ)
A dual approach to segmentation for both short and long term growth
Brands can no longer view their customers as a homogenous group. Nor can brands rely on strategic segmentation studies based solely on demographic data. To really thrive, brands need a new approach to understanding the diversity of their customers.
NIQ Growth Architect takes a two-pronged approach to maximize both sales in the short term and brand strength in the longer term. In the short term, you can embrace differences to target your most valuable segments based on their drivers of choice and position your brand to address their needs. In the long term, you can develop intelligent mass marketing that broadens your reach and strengthens your brand through a distinctive overarching brand positioning with universal appeal.
From strategy to execution
To drive results, segmentation studies need to be collaborative projects that capture input from your key stakeholders.
Work with NIQ to uncover critical insights and build a high-impact strategy that meets the unique needs of each business area. Execute your strategy with custom guides, dashboards, and workshops that transform complex information into simple, actionable steps.
Continue to breathe new life into your sales and marketing activities with customer segmentation and market segmentation that enriches your long-term understanding and decision-making.
1
Improve marketing strategy
Create more meaningful campaigns and messaging that resonate with your target groups.
2
Drive sales growth
Target your most valuable segments to improve brand strength, optimize marketing, and drive ROI.
3
Build a brand with purpose
Tap into consumers’ values and core beliefs to develop inclusive strategies that leave no one behind.
4
Uncover white spaces and keep pace with early adopters
With the customer at the center of your marketing and channel strategy, you can quickly spot unmet needs, stock the right products, or develop products that fill them.
Growth starts with your consumers- so should your strategy. See how we can help your brand grow.
How can we help you?
We know that there is no one simple answer to every question. Tell us what your unique situation and needs are, and we’ll work with you to find a solution that makes your life easier.
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