- Understanding the Segmentation Types/frameworks for TWT
Type 1 - Usage-based Segmentation
This type of segmentation focuses on the commitment of users towards TWT
1. Casual Users
These are people trying protein for the first time. They’re not consistent with their intake and usually go for small or sample-sized packs just to test them out.
2. Core Users
They use protein as part of their routine, but not every day. They usually buy it once every couple of months, depending on their fitness habits.
3. Power Users
These are regular gym-goers or fitness lovers who take protein daily. They buy bigger packs and restock almost every month.
Parameters | Tracking Matric | Casual Users | Core Users | Power-Users |
|---|
Natural Frequency | The number of times the product is bought | Once in 2 - 3 months | Once in 4-5 weeks | Once a month |
Depth | Quantity of product being used | Consumes occasionally | 2-3 times a week | Daily |
Breath | The number of sub-products used | Only tried protein powder or a sample pack | 1 or 2 products | Multiple products (protein bar, peanut butter, etc.) |
|
| Shruti buys a smaller pack of protein powder after seeing an influencer promoting it on her channel | Yash consumes protein 3 times a week after a workout session and carries a protein bar every day to the office | Ria consumes a scoop of protein after gym, a protein bar, or a peanut butter sandwich as an evening snack |
Type 2 - ICP based segmentation
This type of segmentation focuses on the unique consumption patterns or behavior among different customers. It focuses on different personas of TWT customers.
Parameters | ICP 1 | ICP 2 | ICP 3 | ICP 4 |
|---|
Type of customers | Beginner - New to protein/clean ingredients | Experienced - They have been consistent with protein intake | Customers who are conscious about food labels | Other brand consumers who are exploring alternatives |
Lifestyle | Moderate: Getting used to workouts and healthy eating habits | Active: Prefer everyday movement and clean eating | Not necessarily follow active lifestyle but focus on clean and mindful eating | Mix of both - active & healthy lifestyle |
Location | Tier 1 & 2 | Tier 1 & 2 | Tier 1 | Tier 1 & 2 |
Values Money/Quality | Money | Both | Quality | Both |
Goal | Become more consistent with protein intake without feeling heavy or lethargic | Supplements that give the same amount of protein with clean ingredients | Honest, clean ingredients and transparent labels | Better taste and clean ingredients with the same amount of protein |
Example | Wellness moms, guilt-free snackers | Gym goers, trainers, and athletes | Gut health seekers, mindful snackers | Consumers of ON or MB |
Type 2 - Segmentation based on Products/features used
This type of segmentation focuses on the product preferences of the customers & helps us offer more of what customers are buying.
Single Product users | Multiple Product Users | Category Specific Users |
|---|
Purchases a single product once in a while after seeing an ad or offer | Purchases multiple products irrespective of category | Purchases products within the same category multiple times |
For example, Shruti carries a TWT protein bar to the office after seeing an ad on Zepto | For example, Kartik consumes Protein Powder after a yoga session & then Muesli for Breakfast | For example, Ram purchases Peanut Butter every 2-3 months & hasn't tried anything else |
