Abstract:

This paper will establish the relevance and need for moving away from consumer segmentation to need-state segmentation, especially for FMCG categories. The paper will illustrate some of the drawbacks of conventional segmentation approaches and how the same can be overcome using the concept of need-state segmentation. This would help in incorporating the concept of 'multiple me', thereby explaining the reason for different variant and brand usage on different occasions.The usefulness of the approach is illustrated with the help of a case study in the area of brand strategy development: brand positioning, communication, product portfolio, and targeting strategies.