Poly Consulting

Overview:

Client was looking to build on and apply cross market cultural learnings, deeper cultural understandings as they relate to Chicken through a Hispanic Market lens and provide enhanced customer experience and growth strategies.

Program:

Through a series of multi-day immersion sessions, support ongoing learning and development.

Experiential walk thru hispanic market with a cultural insight leader to help make connections on nuance and key understanding of cultural relevance.

Organized live learning programs, both on site and virutal, to provide deeper insight and context on audience attitudes, behaviors and preferences.

Deep dives into perspectives on product and service, experiences, social cues, winning and building loyalty, customer journey, digital preferences and in-store experiences.

Outcome:

Client has integrated enhanced business intelligence into marketplace and operational strategies.

Immersion has become an ongoing program for employee and operator learning and development, and essential internal alignment on growth objectives.

Challenge

Due to a production failure, our client was abruptly losing share. They needed to understand which customers in which markets were lost to competitors.

Approach

Analyzed three year historical data on total market to isolate sales trends across ethnicity, acculturation and regions. Isolated essential behavioral and attitudinal attributes across segments. Identified brand switch during the critical period, which segments had been lost to which competitors by region.

Result

Pinpointed multicultural markets that outperformed during failure to enable proper targeted communications across segments. As switch behaviors varied between regions, we provided the business with a recalibrated marketplace strategy to counter respective competitor messaging and reposition and target effectively within new market segments.

Challenge

A manufacturer and retailer of food products traditionally sold to hispanic market looking for new growth with crossover strategy to address total market opportunity.

Approach

We interrogated both client customers and various syndicated market data to develop lookalike profiles.In-depth analysis included transactional data across competitive landscape, geography, attitudinal and behavioral profiling, media preferences and category/consumer dynamics, and enabled us to identify and prioritize best prospects in the total addressable market.

Result

Identified 51.7M ideal new prospects households and influenced marketing strategy by identifying key consumer definitions, targeting and optimization of channels.

Challenge

A new entrant to the US market with a vision to become the leading Hispanic dairy brand for both Hispanic and General Market. We were tasked with development of a growth roadmap to help position the brand for success. Client had limited market and customer data

Approach

Create look-a-like profiles based on similar product category sales. Define a consumer-targeting strategy to grow sales / the number of customers / broaden appeal. Determine the growth potential for multiple portfolio products. Define Brand Essence and USPs for each product. Determine which product(s) represent the greatest growth potential. Identify which regions represent the lowest hanging fruit to deliver on company goals. Identify the best expansion strategy beyond meeting 2025 goals.

Result

As part of ongoing market development, we helped our client identify total addressable market size in three initial primary markets followed by a national plan. As part of analysis, identified key cultural and behavioral assessments, including prime purchaser, key origins, key retail locations and frequency of purchase. Translated insights into market intelligence that support brand positioning and targeting, channel planning and media investment.

Challenge

Leading regional credit union members were declining faster than they were growing. Most were legacy members from a previous employee Federal Credit Union. As members were aging out, low brand awareness and engagement to grow future membership was in jeopardy. They were looking for strategic direction to change perceptions and find new growth first in local, then regional markets.

Approach

Consider implications of reposition with deep analysis of highly competitive landscape and brand perceptions. Define territory, brand differentiation and distinction and how this relates to effective audience development. Behavioral and attitudinal analysis considered with local/hyper-local implication, market redefinition and prospect prioritization.

Result

Transformed brand purpose, promise and positioning. Identified market fertility and developed brand strategy to support geo-targeting. Provided essential marketing intelligence utilized across multiple agency teams to effectively change perceptions and target key growth segments.

Challenge

Charged to assess revenue potential targeting Hispanic market would drive profitable business growth vs general market. Client sales data provided limited understanding of the current contribution of this audience to their bottom line.

Approach

We ingested 8.2 million unique guest records from their past 3-year customer database. Matched 73% unique-guests on our data store to be able to enrich it with other transactional data in order to perform a robust behavioral segmentation and volumetric profiling. Conducted an attitudinal segmentation directly linked back to behaviors to identify needs and barriers.

Result

Identified three main opportunity areas representing $400M in potential revenue. Isolated ideal customer targets. Developed an ROI analysis based on reaching lookalike segments.

Challenge

Client research indicated consumption rates were rising with existing customer segments, yet sales were in decline.Who and where were the areas of largest consumption? Who and where were the best prospects?

Approach

Assessment of 3 year historical data on total market, identified consumption patterns and provided analysis of customer segments across multicultural sub-groups to unlock new growth opportunities and develop what-if scenarios.

Challenge:

Auto aftermarket business looking for validation of use among market segment not traditionally targeted in the category. Get the most accurate and holistic read on Hispanic contribution to the business in relation to its various product lines, competitors and various retailers. Identify key Hispanic consumers types based on buying behaviors:

• Improve the current Hispanic sales attribution at the retail level
• Identify Hispanic markets where product sales are underrepresented 
• Identify market fertility vs competitors 

Approach:

Assessed 140 Million data points including consumer habits, transactional data, digital media interactions and relevant cultural analytical models. Analyzed largest national Hispanic datastore, over 14 million adult Latinos Transactions overlaid with client data. Identify Hispanic markets where sales are underrepresented with current modeling. Analyze client sales performance in relation to competitors.

Develop data-driven customer segmentation.

Result:

We identified that the client was missing key transactional data against the target. Our data analysis found client market density calculations missed opportunity in 25 top DMA’s Insights provided the client tools to effectively target and invest media spend in those markets with greatest potential. Based on shift in focus:

• Brand consideration grew from 9% to 22%
• Brand favorability increased from 8% to 26% 
• Brand loyalty vaulted from 27% to 51%