Analyzed over 30 competing brands in the food service packaging industry. This included evaluating offerings in terms of materials (kraft, bagasse, PLA plastic, and styrofoam) and identifying each competitor’s market positioning and environmental claims.

Positioned Bistro’s American-made, thermoformed fiber containers as a sustainable alternative, leveraging locally sourced recycled paper to appeal to eco-conscious customers. Emphasized the compostable nature of both Bistro’s U.S.-made containers and imported bagasse options, contrasting these with competitors’ less sustainable materials.

• Measuring Customer Preferences with Conjoint Analysis
  Used conjoint analysis to identify which product attributes (e.g., material type, compostability, custom branding, price) were most valued by customers. This insight guided product positioning and messaging, highlighting the features most likely to resonate.

• Segmentation and Targeting through Cluster Analysis
  Applied cluster analysis to segment the market based on customer preferences and behavior patterns. This helped in identifying core customer groups interested in compostable, locally-sourced packaging, allowing for more tailored marketing efforts.

• Brand Positioning with Perceptual Mapping
  Created perceptual maps to visually position Bistro against competitors. This technique clarified where Bistro stood in terms of eco-friendliness, local sourcing, and custom branding options, making it easier to refine messaging for target audiences.

• Customer Lifetime Value Prediction
  Calculated Customer Lifetime Value (CLV) to estimate the long-term value of customers in different segments. This analysis supported prioritizing high-value segments and informed budgeting for marketing initiatives targeting these customers.

• Market Response Modeling
  Developed a market response model to predict how changes in pricing, promotions, or product features might impact customer demand. This model provided a basis for adjusting marketing tactics and improving campaign effectiveness.

• Custom Branding Offer
  Highlighted Bistro’s unique offer of custom branding with low minimums, making it accessible for small and medium-sized businesses. This feature, combined with eco-friendly messaging, allowed Bistro to stand out among competitors who required higher minimum order quantities.

• Data-Driven Marketing Campaigns
  Leveraged insights from statistical analyses to design campaigns focused on the most valued attributes for each segment. For example, messaging around “Made in the USA” and compostability targeted eco-conscious consumers, while custom branding appeals emphasized flexibility and brand identity for restaurant owners.

• Enhanced Market Positioning
  Established Bistro’s unique position as a locally produced, compostable packaging option with accessible customization, increasing brand relevance and appeal among targeted segments.

• Improved Customer Targeting and Engagement
  Data-driven insights allowed for more precise targeting of customer segments, improving engagement and conversion rates.

• Sustainable Competitive Advantage
  The research and analyses provided a clear differentiation strategy that leveraged both product attributes and market insights, building a sustainable advantage in a crowded market.