Market Segmentation Assessment: How Infiniti Helped a Prominent Fast Food Chain in the US Differentiate their Brand

February 9, 2018

Business Challenge

The client, a prominent fast food chain in the US, wanted to identify a subset of purchasers for their specific products and services. With rising urbanization, the client wanted to tailor their product offerings to precisely meet the needs of the target customers. Through an effective market segmentation engagement, the client wanted to make better purchasing decisions and persuade the target customers to purchase their products. With the help of Infiniti’s market segmentation assessment, the company wanted to establish a strong sales performance strategy to drive effective decisions.

Solutions Delivered

banner IRTo determine the marketing effectiveness and product positioning strategy for the sector, the market segmentation experts at Infiniti followed an extensive research methodology. The methodology comprised of interviews and discussions with prominent stakeholders in the industry space. Additionally, to develop a more targeted approach, the experts compiled information from reliable sources such as paid industry databases, company presentations, and industry forums.

The market segmentation solution offered by Infiniti assisted the fast food industry client to understand and view important metrics such as the current performance, past performance, and forecast future opportunities. The client was able to generate better sales and explore and analyze the characteristics of potential customers. The market segmentation solution also helped the client identify the customers with common characteristics.

The solution also sought ways for the fast food chain to develop effective marketing strategies based on the needs, tastes, and preferences of the customersA robust market segmentation study aims at understanding the desired behavior of the customers and segmenting the customers based on their preferences. The businesses can also leverage the use of predictive modeling to understand the behavior characteristics of the customers.

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 Fast Food Industry Future Trends

The future of the food industry will be marked by innovations in the form of packaging and labeling to attract customers and retain the brand affinity. Moreover, leading organizations will shift toward augmented reality to engage with customers through personalized offers.

Despite the weakening global economy and increasing awareness of health risks, the fast food industry has managed to flourish. Though the market is witnessing promising growth, owing to a considerable number of players, numerous factors are influencing the growth of the industry. The availability of lucrative prospects in the sector is attracting a considerable number of companies into the industry. Moreover, the growing competition is also compelling organizations to invest heavily in research and development to differentiate themselves in the market. Growing concerns pertaining to obesity are gaining traction across the world.

With the need to remain healthy, consumers are shifting their preferences towards healthier options. To keep pace with the preferences, organizations are also planning to re-invent their product offerings by including low-calorie products into their meals.

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