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Consumer Segmentation

AHDB (Defra Network eTendering Portal)

This public procurement record has 2 releases in its history.

Award

27 Sep 2024 at 08:03

Award Notice
Tender

28 May 2024 at 10:15

Tender Notice
Summary of the contracting process

The Agriculture and Horticulture Development Board (AHDB), based in Coventry, UK, has successfully concluded the procurement process for its "Consumer Segmentation" project under the industry category of Market Research Services. This procurement used an open procedure and was intended to underpin AHDB's future strategy and marketing activities across multiple sectors including meat and dairy. The contract, valued at £260,000 for both segments, was awarded to A.C. Nielsen Company Limited (t/a NielsenIQ) on 1 August 2024. The procurement sought a comprehensive consumer segmentation based on purchasing behaviour and attitudes to enable more effective targeting beyond simple demographics. Key stages included the tender period closing on 26 June 2024 and the award announcement soon after.

This tender presents substantial growth opportunities, particularly for businesses specialising in market research and consumer analytics. Companies capable of delivering nuanced, behaviour-based segmentation stand to benefit significantly. The project requires the expertise to manage and interpret complex consumer data, making it ideal for businesses already versed in handling large-scale, multi-sectoral marketing research initiatives. For those looking to expand their footprint in the UK’s agricultural and horticultural sectors, collaborating on projects like this can enhance industry influence and open doors to further governmental contracts.

How relevant is this notice?

Notice Information

Notice Title

Consumer Segmentation

Notice Description

Awarded - AHDB intended to procure a Contract to a successful Supplier/s for the provision of Consumer Segmentation. The requirements is split into Lot One - Meat and Lot Two - Dairy. The successful supplier/s will be required to deliver and develop a Consumer Segmentation to underpin the future AHDB strategy and inform upcoming marketing activities. The segmentation needs to be based on actual purchasing behaviour as well as attitudes and should work across multiple AHDB sectors. The aim of the segmentation is to allow AHDB to have a common 'language' for all sectors and a way of targeting consumers more efficiently, beyond just simple demographics. Lot One - Meat a budget of PS180,000 including VAT is available for year 1 including the creation and upkeep of the segmentation. Lot Two - Dairy a budget of PS80,000 including VAT is available for year 1 including the creation and upkeep of the segmentation. Suppliers can apply for one lot or both

Lot Information

Lot 1

Awarded contract - AHDB intend to procure a Contract to a successful Supplier/s for the provision of Consumer Segmentation. The requirements is split into Lot One - Meat and Lot Two - Dairy. The successful supplier/s will be required to deliver and develop a Consumer Segmentation to underpin the future AHDB strategy and inform upcoming marketing activities. The segmentation needs to be based on actual purchasing behaviour as well as attitudes and should work across multiple AHDB sectors. The aim of the segmentation is to allow AHDB to have a common 'language' for all sectors and a way of targeting consumers more efficiently, beyond just simple demographics. Lot One - Meat a budget of PS180,000 including VAT is available for year 1 including the creation and upkeep of the segmentation. Lot Two - Dairy a budget of PS80,000 including VAT is available for year 1 including the creation and upkeep of the segmentation. Suppliers can apply for one lot or both

Notice Details

Publication & Lifecycle

Open Contracting ID
ocds-h6vhtk-046ba1
Publication Source
Find A Tender Service
Latest Notice
https://www.find-tender.service.gov.uk/Notice/030887-2024
Current Stage
Award
All Stages
Tender, Award

Procurement Classification

Notice Type
Tender Notice
Procurement Type
Standard
Procurement Category
Services
Procurement Method
Open
Procurement Method Details
Open procedure
Tender Suitability
Not specified
Awardee Scale
Large

Common Procurement Vocabulary (CPV)

CPV Divisions

79 - Business services: law, marketing, consulting, recruitment, printing and security

CPV Codes

79310000 - Market research services

Notice Value(s)

Tender Value
£260,000 £100K-£500K
Lots Value
£260,000 £100K-£500K
Awards Value
Not specified
Contracts Value
Not specified

Notice Dates

Publication Date
27 Sep 20241 years ago
Submission Deadline
26 Jun 2024Expired
Future Notice Date
Not specified
Award Date
1 Aug 20242 years ago
Contract Period
2 Sep 2024 - 15 Apr 2026 1-2 years
Recurrence
Not specified

Notice Status

Tender Status
Complete
Lots Status
Cancelled
Awards Status
Active
Contracts Status
Active

Buyer & Supplier

Contracting Authority (Buyer)

Main Buyer
AHDB (Defra Network eTendering Portal)
Contact Name
Available with D3 Tenders Premium →
Contact Email
Available with D3 Tenders Premium →
Contact Phone
Available with D3 Tenders Premium →

Buyer Location

Locality
COVENTRY
Postcode
CV3 4SU
Postcode Area
Coventry
Country
England
Major Region (ITL 1)
TLG West Midlands (England)
Basic Region (ITL 2)
TLG1 Herefordshire, Worcestershire and Warwickshire
Small Region (ITL 3)
TLG13 Warwickshire CC
Delivery Location
Not specified
Local Authority
Warwick
Electoral Ward
Cubbington & Leek Wootton
Westminster Constituency
Kenilworth and Southam

Supplier Information

Number of Suppliers
1
Supplier Name

A.C. Nielsen Company Limited (t/a NielsenIQ)

Further Information

Open Contracting Data Standard (OCDS)

View full OCDS Record for this contracting process

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The Open Contracting Data Standard (OCDS) is a framework designed to increase transparency and access to public procurement data in the public sector. It is widely used by governments and organisations worldwide to report on procurement processes and contracts.

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