Segmentation opportunities for the EAS brand: An Account Planner's perspective

The aim of this research study was to identify the best segmentation opportunity for the EAS brand, which provides nutritional protein products, from the professional perspective an Account Planner. Three segmentation opportunities were identified through secondary research discovered during the SWOT Analysis: (1) women who work out regularly, (2) competitive student athletes, and (3) people trying to lose weight. A study was set up for each of these three groups to learn more about their lifestyles, beliefs, and attitudes to understand if and how they might serve as a profitable target market to the EAS brand. For two groups, active women and those trying to lose weight, qualitative in-depth interviews were conducted. Focus groups were carried out for the final group, student athletes, to determine market fit. The final recommendation was for EAS not to market its product as a weight-loss product. EAS would likely benefit from both student athletes and women who work out regularly as target markets, but they should prioritize student athletes as the cost would be lower.