Vineet Kumar

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06

Beverages · Segmentation

Need-state segmentation, from TNS in 2008 to Havas

Glucon-D at TNS · 100PLUS Zero Sugar at Havas Media

Two beverage projects years apart, with the same question at the centre: which need, in which moment, can this drink win?

NEED STATES123456Glucose powdersFruit drinksFruit juicesConcentratesHomemade
IllustrativeNo category owned any need state strongly. That gap was the opportunity.
Glucon-D
TNS NeedScope · India · 2008
  • Two-stage design: qualitative interviews, then a survey of about 1,000 mothers in six cities
  • Six need states mapped against glucose powders, fruit drinks, juices, concentrates and homemade drinks
  • Occasion-share analysis found no category fitted any need state strongly, which pointed to an opening for an energy-giving cold drink

My role

Designed the questionnaire, managed fieldwork and analysed the quantitative stage; helped build the final deck. One of four TNS consultants on the project.

DYNAMICCONFIDENTCOMPETENTTRADITIONALFRIENDLYCAREFREEIsotonic drinksDYNAMICCONFIDENTCOMPETENTTRADITIONALFRIENDLYCAREFREECarbonated soft drinksDYNAMICCONFIDENTCOMPETENTTRADITIONALFRIENDLYCAREFREEFruit juice drinksDYNAMICCONFIDENTCOMPETENTTRADITIONALFRIENDLYCAREFREENon-carbonated drinks
Category footprintsWhere each drinks category over-indexes across the six need states. Isotonic drinks lean towards Dynamic, Confident and Competent (shaded).
100PLUS Zero Sugar
Nielsen CMV · Singapore
  • Cluster analysis of psychographics, category and media consumption produced six need-based segments
  • Category footprints showed where an isotonic drink can compete with soft drinks and juice drinks
  • Confident, the segment seeking stimulation and energy, became the priority, with its "moments of stimulation" as the media focus

My role

Built the segmentation and analysis framework myself; the core of the pitch deck is my original work, the rest a team contribution.

Need-state analysisNeedScopeCluster analysisOccasionsOpportunity identification