Goup of Eight University US fast food company Australian Supermarket Leading retail bank Global food manufacturer Listed fertilizer company Victorian State Government Department of Resources, Energy and Tourism Home Improvement Consumer Products Hardware retail chain Meat and Livestock Australia
 
Challenge
 
In a tough commodity category, this agribusiness client needed a detailed understanding of their customer value proposition to avoid competing head-to-head on price.
 
Approach
 
  MARKET RESEACH  
 

Comprehensive qualitative customer research was conducted across every market segment throughout Australia’s key farming regions. A quantitative survey followed to test assumptions gained.

A segmentation map was constructed that outlined customer behaviour and purchase motivations.
     
  STRATEGY  
 
A value proposition strategy was created for each segment to suit differing needs and priorities.
     

 

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Fertilizer Listed fertilizer company

The McKINNA Factor

Advertising could not address this problem. By translating cues from the consumer research, McKINNA et al was able to pinpoint supply chain blockers. It took a fresh set of eyes and objectivity to see a better way for this experienced retailer who now owns the ‘fresh’ proposition.