Segmentation

The profusion of brands as well as the sales and advertising channels have necessitated undertaking targeted interventions for, in the contemporary digitally-driven business environment, “you can’t be everything to everyone”. Therefore, segmentation is fundamental to steadily capture value in the marketplace by increasing the efficacy of marketing outlay. Capturing key niche-sections of the market — such as social media influencers, corporate decision-makers, the political class, et cetera — can extend into long tailed benefits. Our segmentation practice has benefited clients in, among others, developing new products, conceptualising marketing campaigns, identify key product features, streamline supply chain operations and determine optimal pricing mix.

 

 

At Phronesis™, our segmentation practice helps clients make sense of the underlying sentiments, drives and sub-conscious associations that motivate customers, which may be readily employed in selective targeting with high conversion levels. The segmentation practice supplements the proficiency of in-house domain experts with insights gathered from industry practitioners, senior executives and subject matter experts. Our research offerings in this space are compiled through an interdisciplinary approach to the business problem. The following schematic is indicative of our research methodology in this segment.

Segmentation

 
 
Case Studies >>
  • Luxury buyers perception tracking research
    Case Study
    Sector |Consumer Products
    • Our client , one of the largest strategy consulting firm  in the world was interested in conducting an annual research on luxury buyers , to measure the buying behavior of luxury consumers across the globe.

    • Phronesis Partners conducted the study in association with two of the world’s largest associations of luxury brands.

    Approach

    The objectives of the research were to identify where the luxury market will grow(where and who) , what will it take for luxury brands to win customers(customer preferences and buying behavior) and which are luxury segments that will grow in the future.

    Research was conducted to comprehend where the luxury buyers will be located and how will the luxury spending increase over the next 12 months.

    Research was conducted to understand what defines luxury for the consumers , craftmanship, heritage , innovation , quality or any other thing.

    Other factors such as how do people decide on their favorite brands , do they prefer personal or experiential luxury and  where does most of the spending occur , is it inside or outside the country were also evaluated.

    Extensive study was conducted to identify the top luxury brands as per the HNWI’s and what qualities do they look for in a store when making purchases and what would qualify as an ideal store.

    Value/Results

    The research and information helped our client to gain  insightful information about market for luxury commodities along with consumer behavior and preferences prevailing in this market which in turn helped them plan their future market strategy accordingly.

  • Identification and profiling of most sought after International management programs
    Case Study
    Sector | Education
    • Our client , a European University wanted to increase the international enrollments in its management programs. The client was interested in increasing both on campus and off campus enrollments particularly from the regions of Asia Pacific and Latin America. The client also wanted to understand the competition in the above defined market.

    • Phronesis Partners conducted exhaustive desk based research  to identify and asses top universities from around the world , offering both on and off campus management courses for international students.

      During the phase 2 of research , 3500 management aspirants who were planning to study internationally were surveyed across Asian and Latin American markets.

    Approach

    The objectives of the research were to identify the most sought after international universities by the Asian and Latin American students , asses key student segments and demographics , build detailed profiles of universities identified as top competition and suggest strategic recommendations and final insights.

    Various factors such as countries with maximum amount of student outflow for management programs along with  their desired destinations were evaluated.

    Detailed university profiles were prepared based on intelligence gathered through desk research and surveys.

    The results were collected and analyzed through statistical methods to churn out various insights.

    Value/Results

    The research and information helped our client to gain  insightful information about the current trends in the student outflow market for management study. Also , the reports helped our client to understand and analyze the competition. By the help of the results from the research , our client was able to see a rise in the number of international students from the intended regions.

  • Education Sector – Market Opportunity Study
    Case Study
    Sector | Education
    • Education sector in UAE has great potential in terms of growth, expansion, demand and size. Our client is a leading international  education brand and wanted to enter into UAE.

    • UAE

    Approach

    • Detailed profiles of 3 major players were presented to the client.
    • Research findings enabled the client to identify the opportunity for entering into UAE education sector with effective market entry strategy.

    Value/Results

    • The main area of the study was to gather detailed understanding of UAE education sector such as:

    ̶Current market size

    ̶Macro and micro economic trends

    ̶Key drivers leading the growth of sector

    ̶Segmentation analysis in higher education

    ̶Government initiatives for sector’s growth

    ̶Demand potential

    ̶Market regulations

    ̶Competition analysis

    • Qualitative and quantitative research methods were used to collect the information with the combination of primary and secondary data
    • Secondary research was used to understand micro and macro environment factors, market regulations and major players in high education
    • Interviews were conducted with policy makers, influencers, key opinion leaders and experts to understand

    ̶Overall growth and potential of education sector in UAE

    ̶Key growth drivers, competition and estimated market share in high education sector and course offered under higher education

    ̶Deep dive on macro economic trends

    ̶Support from local and national government

    ̶Promising opportunities for private players

    ̶Barrier for entering new foreign players

    ̶

    • Competition analysis was applied using five forces model
    • Highlighted the factors driving the demand potential for higher education in UAE
    • Segmentation analysis was applied to support our client to understand various sub segments that exists in high education sector
    • Location analysis was conducted to help our client finding better place to set-up in UAE
  • Luxury buyers perception tracking research
    Case Study
    Sector | Media & Entertainment
    • Our client , one of the largest strategy consulting firm  in the world was interested in conducting an annual research on luxury buyers , to measure the buying behavior of luxury consumers across the globe.

    • Phronesis Partners conducted the study in association with two of the world’s largest associations of luxury brands.

    Approach

    The objectives of the research were to identify where the luxury market will grow(where and who) , what will it take for luxury brands to win customers(customer preferences and buying behavior) and which are luxury segments that will grow in the future.

    Research was conducted to comprehend where the luxury buyers will be located and how will the luxury spending increase over the next 12 months.

    Research was conducted to understand what defines luxury for the consumers , craftmanship, heritage , innovation , quality or any other thing.

    Other factors such as how do people decide on their favorite brands , do they prefer personal or experiential luxury and  where does most of the spending occur , is it inside or outside the country were also evaluated.

    Extensive study was conducted to identify the top luxury brands as per the HNWI’s and what qualities do they look for in a store when making purchases and what would qualify as an ideal store.

    Value/Results

    The research and information helped our client to gain  insightful information about market for luxury commodities along with consumer behavior and preferences prevailing in this market which in turn helped them plan their future market strategy accordingly.

  • Chemical Engineering - Material Testing Equipment Study
    Case Study
    Sector | Manufacturing & Construction
      • 100 interviews were conducted in each country which were in the US, Canada, UK, Germany, France, Italy, Switzerland, India, China, Korea, Australia and UAE.

    Approach

    • In-depth interviews were conducted with manufacturers, channel partners, users, trade association and regulatory bodies of material testing equipment used in chemical engineering.
    • Questionnaires were administered among Middle and Top Manager, Purchasing Manager, Sales and Marketing Manager, Business Owner, Proprietor and Lab In-charge in various chemical engineering companies which were for approximately 35 minutes long.

    Value/Results

    Market specific insights and demographics of various target customers were provided which enabled the client to determine potential investment opportunities at significantly lower cost.

  • Marine Lubricant market in the GCC region – Market analysis
    Case Study
    Sector | Oil & Chemical
    • Our client , a leading provider of marine lubricant wanted to have a detailed understanding of the marine lubricant market in the GCC region.

    • Interviews were conducted with decision makers for marine lubricant in the shipping companies and spot market agents.

    Approach

    The focus of the study was to estimate the current market size, key business drivers for decision making , competition mapping , understanding customer needs and competition and technical offerings in the local market.

    In addition to this , the client mandate was to understand the market size , segmentation, pricing m, key drivers and channels for selling marine lubricant oil across Saudi Arabia , Oman , Qatar and UAE.

    Competition , difference price points for key products , technical offerings , position strategy , strengths & weaknesses of competitors were analyzed using secondary research.

    The decision makers were interviewed to understand updated number/type of vessels , current lubricant oil requirement per annum , source of procurement , different price points , reasons for buying from their current source , views on usage ,future needs and expectations.

    Spot market agents were also interviewed to understand the current market size for oil , distribution channel and market segmentation.

    Comprehensive market analysis was conducted covering oil market competition , market size , segmentation , need-gap analysis and price benchmarking analysis.

    Value/Results

    A presentation was given to the client on actionable items to provide precise understanding of current marine lubricant market in the GCC region. Research findings helped the client to identify the areas of improvement and the direction for taking appropriate action to increase its market share.

  • Chemical Engineering - Material Testing Equipment Study
    Case Study
    Sector | Oil & Chemical
      • The focus of the research to analyze market size & volume, market segmentation, profile of key customer groups and competition in material testing equipment used in chemical engineering.
      • 100 interviews were conducted in each country which were in the US, Canada, UK, Germany, France, Italy, Switzerland, India, China, Korea, Australia and UAE.

    Approach

    • In-depth interviews were conducted with manufacturers, channel partners, users, trade association and regulatory bodies of material testing equipment used in chemical engineering.
    • Questionnaires were administered among Middle and Top Manager, Purchasing Manager, Sales and Marketing Manager, Business Owner, Proprietor and Lab In-charge in various chemical engineering companies which were for approximately 35 minutes long.

    Value/Results

    Market specific insights and demographics of various target customers were provided which enabled the client to determine potential investment opportunities at significantly lower cost.

  • Mobile Applications Usage Behaviour Study
    Case Study
    Sector | Tech & Telecom
      • Our client is a world leader in communication devices and wanted to fuel up the sales for its smartphones.
      • The study focus was to measure the brand awareness and mobile application usage behaviour among business customers.
    • US, UK, France, Germany, Italy, Spain, Russia, India, China, Hong Kong, Taiwan, Japan, Singapore, Australia, UAE and Saudi Arabia.

    Approach

    • Primary research was conducted among medium and large size companies across various verticals and 150 surveys in each target market were carried out
    • In-depth interviews were conducted with business users for smartphones to understand which mobile applications are mostly used in their day to day business, what they download from app stores, which are the most critical applications and what they would like to have and associated cost they are willing to pay for downloading such apps
    • Mobile apps were prioritized based on awareness level and penetration of usage to understand the popularity of each app

    Value/Results

    Study findings were used by the client to optimize the pre-installed mobile applications for its smartphones and make a better positioning of its brand for business users across the target markets.

  • Managed IT Services – Demand Analysis
    Case Study
    Sector | Tech & Telecom
    • A leading telecom provider wanted to understand the demand assessment, purchasing process and vendor perception for Managed IT Services among telecom service providers.

    • North America, Latin America, Europe, Asia Pacific and Middle East.

    Approach

    • Primary research was conducted with telecom service provider organizations
    • Senior level professionals for instance CIO, CTO, Director- IT, Senior Telecom Manager were targeted who were knowledgeable about Managed IT Services and are experienced about organization’s usage of managed services
    • 50 in-depth interviews were conducted in each country.
    • Phronesis also supported the client in discussion guide development

    Value/Results

    The client was able to understand the demand drivers for managed IT services among telecom service providers. Research findings were used by the client in its marketing campaign for Managed IT and Consulting services.

  • Is Aircraft maintenance a viable business?
    Case Study
    Sector | Transport & Logistics
    • A renowned brand in the jet maintenance industry was exploring potential new markets for expansion.  Our client , a large strategy consulting firm was trying to understand the market for maintenance of private jets across China.

    • Phronesis Partners conducted research with business managers of UHNWI clients who own private jets.

    Approach

    What makes this research unique is the diversity in the management of jets. For some private jet owners , their jet is managed by their dedicated business managers whereas for some , it is managed by their organization’s logistics team.

    The challenge was to identify who specifically has the final say in terms of the management of jet. A multi-phased approach was used the Phronesis™ Research team wherein first the jet owners were contacted to identify specifically who is responsible for maintaining their jets.  According to the responses of the jet owners, the research was conducted with the concerned persons.

    Also, the willing to outsource the process of jet maintenance was evaluated.

    Value/Results

    The research and information helped our client to gain  insightful information about the jet usage behavior , awareness of jet management providers , experience of business managers in jet management and appealing attributes / decision drivers.