Page 20 - MMR Premium - The Guide
P. 20
IMPLICATI NS
What defines Traditional & Discerning criteria
in your category?
Could you increase brand reach by meeting
the needs of each segment better?
Are Discerning consumers under-served in
your category?
What cues Craftsmanship in your category?
What aspects of the target criteria could you
Figure 2: Discerning criteria This tells us that for Black Tea,
served by several products. some brands have successfully really own?
When asked to rate a series targeted a sizeable segment of
of products in this category, category buyers. However, this
Twining’s English Breakfast Tea is not the case in all categories.
achieved the highest Premium For example, in Dark Chocolate,
rating in the line up above. We no brand satisfies Discerning
also see that people displaying shoppers any greater than they
a Discerning criteria awarded do for Traditional shoppers. Could
significantly higher scores to this point to a lucrative targeting
Clipper, Teapigs and Pure Leaf. opportunity?
