It’s hard to resist the rustle of a bag of potato crisps. But types of snack buyers are almost as diverse as the current offering of snacks on the shelves. Even a long-established brand like Zweifel must fight to maintain its market leadership against both foreign competition and retailers’ and discounters’ own brands. One way Switzerland’s snack pioneer does this is through customized target group communication at key touchpoints along the customer journey. The main differentiators between the target groups turn out to be purchase criteria and the need for information: whereas some snack buyers look for novelty, others want healthy ingredients. Based on the market segmentation target group profiles, communication about the various products can now be much better aligned with customers’ different needs.
