Widening the Gap in Category Leadership

Challenge

Identifying and prioritizing key segments so that a highly advanced breastfeeding brand can widen the gap in their category leadership.

As expectant mothers prepare for parenthood, there are so many baby products on the market, it can be overwhelming to decide what is best for their baby. Our client, a leader in the breast pumping category, understands the highs and lows mothers face during this exciting part of their lives and came to us to help them identify different segments of mothers based on key attitudinal orientations to motherhood in order to pressure test which positioning statements resonate most with these groups.

Approach

Through a 20-minute quantitative survey, we segmented, sized, and profiled our audience of mothers to uncover key nuances regarding how each group of moms thinks about, uses, and organizes life around breast pumping and breast pumps.

In our qualitative phase, we illuminated two priority segments of moms by diving deep into their relationships with breast pumps and breast feeding, understanding what challenges and successes they commonly face at their stage in motherhood.

Impact

Our client not only gained a holistic understanding of the category landscape, but also gained a strategic segmentation of moms on which to prioritize and developed positioning suited for the actual contours of the market. Our client can now confidently position themselves to drive deeper engagement and create greater opportunities for acquisition, bumping them even further ahead in the category.