A leading food staple organisation with multiple brands of commoditised categories (packaged rice and cooking ingredients) was moving away from a blanket marketing strategy to a targeted approach.
Our approach focuses on understanding the different consumer segments. In this case, the different types of mothers responsible for cooking in Saudi.
Mayar foods (part of AlMuhadib) approached D/A and its Sila tool for this strategic need to identify and understand each segment and create a roadmap of the most effective strategies to engage with them.
We believe in keeping it simple yet actionable. Our approach allows the segments we arrive at to be: