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