Why? Because market segmentation is a crucial foundation of many successful marketing strategies. Carefully selected segments allow for tailoring marketing mixes to a wider range of individual customer needs. Specifically, adapting products to consumer needs is more effective when launching new products into the market...
Success = Satisfying customers
Research by the University of Pavia, Pavia, Italy
- B. Hagen – A. Carcagni – E. Cubero Dudinskaya – D. Guido – F. Sanguineti & colleagues at PrimeFish
From the consumer's perspective: more differentiation than ever
+ Concern for diversity
+ Meeting specific needs
+ Understanding and reaching customers better
From the aquaculture industry's perspective: a more competitive environment than ever
+ Identifying customers and target segments
+ Seeking opportunities that major competitors overlook
+ Reducing competition
This allows you to better understand the potential consumers of your product and differentiate yourself, targeting communication and adapting your product to segment needs rather than for the entire market.
Segmentation by Country
Italy
Nutritious & Environmentally Conscious
Brand-Convenience-Flavor
Confident
Cooking Art for Health
Local Gourmet
Convenient & Affordable
Practical, Confident
Carefree
Spain
High-Quality Supplier Brand
Confident Customers – Brand-Loving
Independent
"Beneficial"
Stylish
360° Holistic Health
Healthy Cooking, No Creativity Needed
Cooking Art
France
Health
Healthy Cooking, No Creativity Needed
Cooking Art
Confident
Convenient
Carefree
Germany
Cooking Art
Nutritious
& Environmentally Conscious
Convenience - Brand Loyalty
Cooking Art for Health
Affordable Brand & Flavor Taste
Carefree
British
Nutritious
Convenient
Health & Convenience
Cooking Art
Confident & Local Ecologist
Carefree
Presentation by Dr. Gudmundur Stefánsson (Matís Iceland) at the seminar “European Seafood Production and Markets - Developing the Pangasius Market in the Context of Trade Wars” within the framework of Vietfish 2018.
Tạ Hà
