BACKGROUND & OBJECTIVES
Major Manufacturer of Mass Market Men’s Underwear Brands
Broadly held internal belief that men’s underwear is a low involvement category
Client unsatisfied with prior segmentation and attitudinal studies
Limited internal documentation of prior studies or learning
OBJECTIVE: understand consumer dynamics to develop new targeting, brand and product strategies
METHODOLOGY
Implemented comprehensive research program with synthesis as first step
Analysis of 13 previously conducted research studies related to consumer attitudes and behavior
Further integrated existing information with new needs state/occasion-based segmentation study
Created category model outlining consumer dynamics
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To learn more, please contact:
Blair Peters, Senior Partner
blair.peters@solutionpartners.com
336-255-3077
RECOMMENDATIONS
& RESULTS
Identified high category involvement segment opportunities (dispelled in-going belief that category was low-involvement)
Consumers’ receptivity to category innovation suggested embarking on an ongoing new product development program and reminding consumers of improvements
Identified cross promotion programs as vital
Client implemented need state segmentation and developed new brand, advertising, product and targeting strategies
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