Understand and quantify what drives choice in a market to reveal the largest commercial opportunities for growth.
Questions We Answer
Historically, segmentation has been overly complicated, obsessed with meaningless differences, insufficiently future focused and lacking in simple and clear actionability. The outputs have been too divorced from reality and unable to identify the bigger commonalities that present real opportunities to scale.
Our approach puts segmentation at the heart of strategic decision making. We identify what really drives choice in any given category. We identify genuine growth opportunity based on volume and value. We look at the dynamics of the category to determine where the money is moving. We provide clarity on the critical success factors needed to win with any given segment. We bring it to life in an inspiring and engaging way.
For Tata, developed a UK demand space model that underpins their brand, category and channel planning.
Built a snacking segmentation for PepsiCo across multiple European markets.
Developed an above-category segmentation for a global drinks brand.
Sized the sub-categories in Unilever’s €20BN Beauty and Personal Care division and developed a category growth strategy.
Why The Forge?
The Forge is an award-winning strategy consultancy, delivering exceptional commercial returns for the world’s biggest brands. We help our clients create enduring and meaningful value for their consumers and customers.