Glen Dimplex Home Appliances, part of the Glen Dimplex Group, is a leading global producer of domestic appliances. They own three established brands: Stoves, Belling and Newworld. We were approached to assist with the development of distinct strategies for the three brands within the portfolio.
A positioning was required for each brand which had clearly defined non overlapping markets.
The Consulting Division worked closely with the client to identify the best way to approach this problem. Through initial workshops a market segmentation through primary research was identified as best matching the business needs and competencies.
The Consulting Division managed the segmentation process, working closely with Global Insight who completed the segmentation research via on online methodology and Market Analytics who provided the analytical expertise to segment the data in numerous ways based on underlying purchase motivators.
Post research and analysis, we worked closely with our clients to identify the most actionable segmentation solution – a six segment solution showed the greatest potential for application to their business and their market.
The next stage was to utilise Segment Select™ our proprietary technique for matching segments to companies or brands. We quickly identified one segment for each of the three Glen Dimplex brands. Finally we worked on the development of a business strategy for each of the three brands and their new target markets.
