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Sterling-Rice Group Situational Segmentation A New Product Developer’s Dream

Sterling-Rice Group Situational Segmentation A New Product Developer’s Dream. Today’s Discussion. Innovation Perspective Situational Segmentation Noodles & Company Case Study Questions and Answers. Innovation Perspective. The key to successful innovation goes beyond demographics.

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Sterling-Rice Group Situational Segmentation A New Product Developer’s Dream

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  1. Sterling-Rice GroupSituational SegmentationA New Product Developer’s Dream

  2. Today’s Discussion • Innovation Perspective • Situational Segmentation • Noodles & Company Case Study • Questions and Answers

  3. Innovation Perspective • The key to successful innovation goes beyond demographics Demographic Male, 32, White Collar Create a restaurant concept?!

  4. Innovation Perspective • The key to successful innovation goes beyond general behavior Demographic Male, 32, White Collar Behavior Eats out frequently at fast food,fast casual and casual restaurants Create a restaurant concept?!

  5. Innovation Perspective • Truly understanding your consumers world and the situations they often find themselves in is key to innovation Demographic Male, 32, White Collar Behavior Eats out frequently at fast food,fast casual, casual restaurants Situation Morning on the way to work No time to sit down Needs energy Create a restaurant concept?!

  6. Situational Segmentation • Situational segmentation explores the consumers “many worlds” • Facts • Day of week/Time of day • Where I’m coming/going • Who I am with • Moods • Before • During • After • Competitive Set • Direct competitors • Indirect competitors • Needs/Expectations • Antes (have to have) • Drive (differentiators)

  7. Noodles & Company Case Study

  8. Background & Objectives • Background • Noodles & Company sales have yet to recover from the “carb-scare” of the early twenty first century • Men in general have never been big “Noodles fans”, but are needed more than ever to build sales • Objectives • Understand men’s barriers to entry for the Noodles concept • Recommend menu item changes to address/overcome these barriers

  9. Food Other Executive Speculation • Noodles & Company executives, relying on years of experience and men stereotypes, felt that men like their restaurants/food “manly”

  10. Six Sessions Discussion SRG Perspective • Understand what men really want to eat (experience) at Noodles & Company lies within understanding situations where Noodles can “win” • Chicago and Denver • Males, with/without kids • Higher education • Mid to upper income • Quick casual customers • Light Noodles &Company customers • Eating out situations • Brand set and choices • Emotions • Requirements • Noodles & Company barriers • Noodles & Company opportunities

  11. Eating Out Situations Eating Solo Out and About Lunch with Coworkers EverydayFamily Dinner Kicking Off the Night Solo Parent Date Night Client Lunch

  12. Two Key Situations • Which situation to you think Noodles & Company is best suited for? Out and About “It’s her ‘out and about,’ not mine.” “How many nights do we really have together? So I do what she wants!” “We’re usually rushed, so it’s easier if there is no arguing.” “I want something that is kid-pacifying.” Solo Parent

  13. Noodles & Company Friendly Situations • Some situations are more Noodles & Company “friendly” than others • Which situations are most critical, and in the end, how do we become more “man-relevant” in these situations? Frequency Less More Solo Parent Eating Solo Date Night Client Lunch Kicking Off the Night Lunch with Coworkers Out and About Everyday Family Dinner

  14. Out and About You and your significant other are out running errands and want to stop to get a quick lunch or dinner together BEFORE Anxious/Rushed DURING Good AFTER Satisfied Relaxed Happy

  15. Out and About • Noodles & Company is well-positioned for today’s “out and about” couple • Quick, healthy food that energizes you for the balance of the day is a Noodles & Company strength to be leveraged Brands Noodles & Company Delivery Neighborhood Places

  16. Solo Parent Only one parent with kids (either single parent ordad’s night out) BEFORE Overwhelmed DURING Overwhelmed AFTER Overwhelmed

  17. Solo Parent • Noodles & Company adds to the stress level and overwhelmed feeling that men experience in this situation • Can Noodles & Company become more of a kids’ place and stay true to the brand? Brands Noodles & Company Delivery

  18. Noodles & Company Challenge • Can you create a Noodles & Company experience that fully meets the needs of the Out & About and the Solo Parent Occasion Food Service Atmosphere Treat for spouse/date Treat for kids Healthy options Plenty of kids options Quick Quick Quiet Kids can be kids Serves alcohol Serves shakes

  19. Questions and Answer • Was it all about “meat and potatoes” after all? • Is it really possible to deliver an “Out and About”, “Solo Parent” place? • If you were Noodles & Company which situation would you focus on? • Are there other categories where situational segmentation works? • What categories and why?

  20. Thank You!

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