Scoring and Sizing MLA's bespoke Consumer Segments
| Project start date: | 03 June 2015 |
| Project end date: | 30 November 2015 |
| Publication date: | 30 November 2015 |
| Project status: | Completed |
| Livestock species: | Sheep, Goat, Lamb, Grassfed cattle, Grainfed cattle |
Summary
This project aimed to build on the earlier work done in MLA's Usage & Attitude/Consumer Segmentation Study (D.MKR.1502), one of the outputs of which was a set of six discrete consumer segments in the domestic market, based wholly on attitudes and beliefs (as opposed to demographics).
To assist the Domestic Marketing team in the prioritisation of these segments, and to track the purchasing behaviour of each segment over time, it was agreed that these segments would be built into Nielsen's syndicated HomeScan panel, which tracks actual grocery sales through purchases scanned in home. HomeScan data is the currency MLA use to monitor category trends at retail, measure the effectiveness of marketing programs, and form marketing and market strategies.
Adding our segmentation into HomeScan allows MLA to:Quantify the relative sales volume and dollar value of each segment in terms of meat retail salesIdentify each segment's demand for red meat and willingness to pay a price premium for itTrack sales trends over timeFurther profile the bespoke segments in terms of retail channel preferences, buyer loyalty, and demographics including The Nielsen Company's proprietary Lifestage segmentContribute to measurement of marketing effectiveness, by segmentAid development of marketing and market strategies and tactics targeting each segment
The segmentation will remain part of the HomeScan database indefinitely, so the rewards of this project will continue, however in addition an initial report was prepared at the close of the project which:Confirmed the size of each segment (in terms of % of the universe) within the HomeScan panel - slightly different to the sizes dioscovered in the original segmentation due to sample differencesAdvised skews towards particular segments within particular retailers - Woolworths, Coles and ALDIQuantified the purchasing behaviour, and thus value to MLA, of each of the six segments, in terms of value sales, volume sales, penetration and AWOP, for both fresh beef and fresh lamb
This report has been used to help define the marketing strategy for 2016-17 and quantify the 'size of the prize'.
The report is not permitted to be shared with parties external to MLA.
