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Happy Fish Project

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In this project, we examined how can Happy Fish achieve success through data analysis.

Published in: Marketing
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Happy Fish Project

  1. 1. Road to Success Happy Fish: A Case Study
  2. 2. WHO are Happy Fish’s target customers? 2
  3. 3. SEGMENTATION TARGETING POSITIONING How? 3
  4. 4. Segmentation & Targeting: CLUSTER ANALYSIS & 4
  5. 5. Positioning: REGRESSION & MULTIDIMENSIONAL SCALING ANALYSIS 5
  6. 6. 6 Results
  7. 7. Gen Y Age 26-30 Will pay at least 30% more for sustainable seafood Strongest agreement on the of sustainable seafood animal welfare, health & taste superior aspects Spends most on seafood 7
  8. 8. Millennials 8 Age 18-25 Spends least on seafood Ambivalent towards sustainable seafood Spends at least 1~2 hours on social media and/or Internet everyday
  9. 9. Gen X 9 Age 41-45 Strong agreement on the of sustainable seafood animal welfare, environment & health superior aspects Spends up to 1 hour reading magazine or watching TV everyday
  10. 10. 10 Daily Meals Fine Dining Constant 4.245 5.454 Q12A: Would start conversation with vendor/waiter if SS served -.288 -.322 Q10D: Taste of SS > traditional seafood -.282 -.394 Q12B: Would patronise vendor more if they sold SS -.177 Q10A: Environmental benefit of SS > traditional fish .176 R-square Adjusted R-square No. of Observations .097 .090 522 .059 .055 Regression Analysis Results : Most important predictor
  11. 11. Age Willingness to pay more for sustainable seafood Attitude towards the benefits & advantages of sustainable seafood 11 Relative Distance Between Clusters’ Attitude & Characteristics
  12. 12. 12 Moving Forward
  13. 13. 13
  14. 14. 14 Establish credibility.
  15. 15. 15 Message is important.
  16. 16. 16 Pick the right channel.
  17. 17. 17 Utilise star power.
  18. 18. Y 18
  19. 19. 19 Thank You

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