Happy Fish aims to target and position its sustainable seafood products. It conducted market research including cluster analysis to segment customers into Gen Y, Millennials, and Gen X based on their age, spending habits, and attitudes towards sustainable seafood. Regression and multidimensional scaling analyses found that Gen Y was most willing to pay more for sustainable seafood and placed strongest importance on its benefits like animal welfare and health. The results informed Happy Fish's marketing strategies such as establishing credibility, crafting effective messaging, selecting appropriate channels, and utilizing celebrity endorsements.

1. Road to
Success
Happy Fish:
A Case Study

2. WHO
are Happy Fish’s
target customers?
2

3. SEGMENTATION TARGETING POSITIONING
How?
3

4. Segmentation & Targeting:
CLUSTER ANALYSIS
&
4

5. Positioning:
REGRESSION & MULTIDIMENSIONAL
SCALING ANALYSIS 5

6. 6
Results

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. 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. 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
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. 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
Moving
Forward

13. 13

14. 14
Establish
credibility.

15. 15
Message is important.

16. 16
Pick the right
channel.

17. 17
Utilise star power.

18. Y
18

19. 19
Thank You