Heineken sought to transform the way the business used segmentation in order to inform portfolio planning.  Insight Inside were commissioned to run a series of Consumer Segmentations and Maps for different OpCos, while also providing input for the development of a best-practice protocol for optimising the actions drawn from segmentations for the ‘Building Winning Portfolios’ programme. 

We have now conducted 14 Consumer Segmentations and Maps across different markets, working with the local teams to:

  • develop portfolio plans and category vision
  • refine brand positioning
  • identify innovation opportunities

We had various segmentation models in the business but none had really got complete buy-in. Insight Inside’s approach delivered not just on analytics but also on embedding the outputs, so we now have segments that everyone in marketing and sales can understand, and use to develop our brand plans.

Michael Doran, Category Insights Controller, Heineken UK