Case Study: Major Wedding Planning Company achieves a differentiated, sustainable market strategy and targeted bridal segmentation with Blueocean Market Intelligence

Usage and attitude segmentation unveils insights to develop a sustainable and differentiated solution to address unmet needs of customers

Major Wedding Planning Company, a multi-channel wedding media and services provider operating across TV, online and print, faced a highly fragmented $40B market and needed a sustainable, differentiated strategy to engage brides more effectively. They engaged Blueocean Market Intelligence, which applied its 360 Discovery approach and ran a quantitative online survey of 600 past and present brides to uncover habits, pain points, competitive positioning and paths to awareness and usage.

Blueocean Market Intelligence used the research to create a usage-and-attitude segmentation (Wallflowers, Practicalists, Social Butterflies, Enthusiasts), map the brand against competitors, and size and profile targetable, profitable segments. Those insights guided the Major Wedding Planning Company to reallocate resources, revamp its website to address unmet needs with more focused tools and inspiration, and pursue a differentiated market strategy that improved customer targeting and growth opportunities.