個案資料

Maison Singulier was an online vintage furniture and home goods store founded in October 2020 and based in Montreal. Since its inception, Maison Singulier had succeeded in building a loyal customer base across Canada and the United States. Despite the early success of Maison Singulier, the founder realized that she could increase the effectiveness and efficiency of the store’s marketing communications if she adopted a more systematic approach to its marketing strategy. Although she had a good understanding of the typical Maison Singulier customer, she wanted to have a more formal definition of her target segment so that she could fine-tune Maison Singulier’s marketing communications. Having enlisted the services of a local market research company, by the end of June 2021, Maison Singulier had the information it needed to redesign its marketing communications strategy to effectively reach out to the selected consumer segments. It was crucial for the future of the company to successfully manage this period.

Students should have basic knowledge of marketing before this case. This case is suitable for undergraduate and graduate courses in consumer behaviour and marketing communications and should be used for discussions on the importance of segmentation and understanding target segment profiles for designing an effective marketing communications strategy.<br><br>This case explores several key issues related to segmentation, consumer behaviour, and marketing communications. After working through the case and assignment questions, students will be able to do the following:<ul><li>Understand the importance of segmentation for designing effective and efficient marketing communications.</li><li>Compare and contrast the components of different consumer segments in a given product category.</li><li>Identify the key elements in a consumer segment profile that must be considered prior to designing a marketing communications strategy.</li><li>Establish a marketing communications strategy for effectively targeting given consumer segments.</li></ul>

• marketing
• communications
• segmentation
• targeting