haku: @indexterm milk industry / yhteensä: 41
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| Tekijä: | Hindmarch, J. Wells, C. Price, F. |
| Otsikko: | The development of a segmentation of the baby milk market: "It's as vital as the air that they breathe..." |
| Lehti: | International Journal of Market Research
2005 : VOL. 47:5, p. 487-501 |
| Asiasana: | baby care products market segmentation milk industry |
| Kieli: | eng |
| Tiivistelmä: | The formula milk market is subject to strict governmental guidelines and rigid controls. By its very nature, it is also a market whose target audience is constantly changing. SMA Nutrition embarked on a major study in an attempt to achieve a greater understanding of the wants and needs of mothers and their babies, and to place that understanding at the heart of its business. It employed a methodology that harnessed the co-operative efforts of research agency, management consultancy, client team and lifestyle agency. The result was the most comprehensive segmentation of mother types to date, on which was based a new approach to marketing that has revolutionized targeting and communication for SMA. |
SCIMA