Applying the Elements of a Contract in Business Situations
Unit 4: Marketing Principles
Section 4: Understand and use the marketing mix in different contexts * Plan marketing mixes for two different segments in the consumer markets
To enable an explanation of the use of marketing mixes for two segments in the consumer market, it is intended to use a food product which is entering a competitive UK market. In this case, it is intended to concentrate on two diverse products: 1. Low salt and fat cheddar (blocks) 2. Handy sealed multi packs each containing 5 long thin strips of cheddar
The benefits and drawbacks attached to cheese consumption must be known to enable the marketers to develop a strategy:
1. Nutrition
2. Cavity Prevention
3. Cancer Prevention
4. Weight maintenance
5. Bone Strength - children, elderly and pregnant
6. Osteoporosis treatment and prevention
7. High Blood pressure (Doctorsolve online Accessed 14 July 2012)
Segmentation
* Low salt and fat cheddar
Using the health benefits it is likely that this product should be principally segmented in terms of demographics.
Age - the “grey pound” could prove lucrative as the benefits in terms of nutrition, cancer prevention, bone strength and osteoporosis treatment will be likely to win the mind of this subsection. Gender – the more mature woman is likely to be the main shopper in the family and is also likely to be extremely conscious of her health and that of her husband or partner. This age group is also likely to remain fairly consistent and display brand loyalty.
The age could also expand to the 30 something young professionals who work out and try to live a clean and healthy lifestyle as the product may provide what they see as a healthy option.
Within this segment it may be useful to consider the psychographic make up. The lifestyle and attitude to health of the “grey pound” sector may be useful when it comes to pricing and promotion of the low salt and fat cheddar. * Handy sealed multi packs each
Section 4: Understand and use the marketing mix in different contexts * Plan marketing mixes for two different segments in the consumer markets
To enable an explanation of the use of marketing mixes for two segments in the consumer market, it is intended to use a food product which is entering a competitive UK market. In this case, it is intended to concentrate on two diverse products: 1. Low salt and fat cheddar (blocks) 2. Handy sealed multi packs each containing 5 long thin strips of cheddar
The benefits and drawbacks attached to cheese consumption must be known to enable the marketers to develop a strategy:
1. Nutrition
2. Cavity Prevention
3. Cancer Prevention
4. Weight maintenance
5. Bone Strength - children, elderly and pregnant
6. Osteoporosis treatment and prevention
7. High Blood pressure (Doctorsolve online Accessed 14 July 2012)
Segmentation
* Low salt and fat cheddar
Using the health benefits it is likely that this product should be principally segmented in terms of demographics.
Age - the “grey pound” could prove lucrative as the benefits in terms of nutrition, cancer prevention, bone strength and osteoporosis treatment will be likely to win the mind of this subsection. Gender – the more mature woman is likely to be the main shopper in the family and is also likely to be extremely conscious of her health and that of her husband or partner. This age group is also likely to remain fairly consistent and display brand loyalty.
The age could also expand to the 30 something young professionals who work out and try to live a clean and healthy lifestyle as the product may provide what they see as a healthy option.
Within this segment it may be useful to consider the psychographic make up. The lifestyle and attitude to health of the “grey pound” sector may be useful when it comes to pricing and promotion of the low salt and fat cheddar. * Handy sealed multi packs each