Being customer driven has always defined successful organisations. The fastest route to a customer led strategy is an effective segmentation that identifies where to play and how to win in your marketplace.
At Colmar Brunton we use world class techniques to define what truly motivates people’s choices and preferences, at both an emotive, and rational level and how to build brands that people love to love.
Our advanced modelling, together with our client’s ambition, are the ingredients for building demand-led business strategies that deliver real and measurable growth for now and in the future.
Different cultures view the experience of drinking wine and wine brands very differently.
Just because you have a strong brand profile in your home market, doesn’t mean you have a strong engagement with the people who consume you in other markets.
Villa Maria realised that they were dependent on their distributors in the UK and US who were promoting brand NZ and varietals but little else, which leaves them undifferentiated and vulnerable to competitor activity.
Segmentation of wine drinkers showed that a high proportion of drinkers in the UK and USA choose NZ wine to meet a very different need to homegrown NZ drinkers. However, it was still possible to find a brand positioning that would be meaningful to all markets by leveraging specific elements of the heritage of Villa Maria.
As a result of market segmentation, growth opportunities have also become apparent by targeting other important user groups with different strategies to improve brand profile and penetration.
The future is bright for an already internationally successful NZ brand.
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