Understanding what moves tomorrow’s personal care consumer
A global FMCG major was preparing to launch a new personal care brand in APAC, which is one of the most fragmented and fast-evolving consumer markets. But despite a strong product pipeline, the lack of segmentation study left critical questions like which customers should they target, and how? unanswered.
Without a defined segmentation and positioning strategy, they risked spreading budgets thin, misaligning messaging, and losing first-mover advantage to faster, insight-led competitors. In a market where launch timing and relevance determine category leadership, these gaps could result in underperforming campaigns, low consumer uptake, and missed revenue targets, putting both brand equity and market share at risk.
To turn this roadblock into an opportunity through in-depth segmentation study, they partnered with Netscribes.
Segmentation study done the right way with Netscribes
With the goal of segmenting with more clarity, Netscribes launched a multi-layered segmentation and STP (Segmentation, Targeting, Positioning) program. It was tailored to the realities of APAC’s diverse personal care landscape. This wasn’t a one-size-fits-all approach. It was a regionally nuanced framework built on evidence, not assumption.
Our segmentation study combined large-scale quantitative surveys with deep qualitative insights, including 80 focus group discussions across four countries. We examined:
- Demographics and buying behavior to understand who the customers are and how they shop
- Psychographic profiles and lifestyle preferences to uncover what motivates their choices
- Brand perceptions and product expectations to reveal gaps, opportunities, and unmet needs
Through rigorous data triangulation, advanced analytics, and segmentation study we identified two high-impact customer segments with the strongest alignment to the client’s brand proposition and growth goals.
What made this study different?
It didn’t just reveal who to target, it defined how to position, message, and win with them.
Read more: How a leading F&B manufacturer used go to market planning to drive market penetration
Studied, segmented, and ready for success
With the segments clearly defined, the client was able to shift from broad targeting to focused execution. It enabled adjustments across everything from product variants to messaging and pricing to speak directly to what these consumers valued most.
The change didn’t take long to show up in the numbers:
- Improved market penetration in the identified segments
- Higher year-on-year sales growth across APAC
- Noticeably stronger brand recall in an increasingly crowded category
Yes we wanted to help our client reach more consumers, but more importantly, we wanted them to reach the right consumers. We did exactly that with purpose, precision, and a clear understanding of what mattered to them.
Our segmentation study gave the client more than data, it gave them direction. With clearly defined personas and market maps, their marketing and product teams had a shared language to drive cohesive growth strategies.
Netscribes offers comprehensive market assessments and growth consulting solutions to identify the key growth drivers that support measurable success stories.
Download the full case study to discover how Netscribes can help your business overcome segmentation challenges for better positioning.
