Road to SuccessHappy Fish: A Case Study

WHOare Happy Fish’s

target customers?

2

SEGMENTATION TARGETING POSITIONING

How?

3

Segmentation & Targeting:CLUSTER ANALYSIS

&

4

Positioning:REGRESSION & MULTIDIMENSIONAL

SCALING ANALYSIS5

6

Results

Gen YAge 26-30

Will pay at least 30%more for sustainable seafood

Strongest agreement on the

of sustainable seafood animal welfare, health & taste

superior aspects

Spends

most on seafood

7

Millennials

8

Age 18-25 Spends

least on seafood

Ambivalent towards sustainable seafood

Spends at least

1~2 hourson social media and/or Internet

everyday

Gen X

9

Age 41-45

Strong agreement on the

of sustainable seafood animal welfare, environment & health

superior aspects

Spends up to 1 hourreading magazine or watching TV everyday

10

Daily Meals Fine Dining

Constant 4.245 5.454

Q12A: Would start conversation with vendor/waiter if SS served -.288 -.322

Q10D: Taste of SS > traditional seafood -.282 -.394

Q12B: Would patronise vendor more if they sold SS -.177

Q10A: Environmental benefit of SS > traditional fish .176

R-squareAdjusted R-squareNo. of Observations

.097

.090522

.059

.055

Regression Analysis Results

: Most important predictor

AgeWillingness to pay more for sustainable seafood

Attitude towards the benefits & advantages of sustainable seafood

11

Relative Distance Between Clusters’ Attitude & Characteristics

12

Moving Forward

13

14

Establish credibility.

15

Message is important.

16

Pick the right channel.

17

Utilise star power.

Y

18

19

Thank You