Create The Value: Market Segmentation Analysis

Week 3 Assignment
Create the Value: Market Segmentation Analysis and a Value Proposition:
Daylesford Organic Farm Concept
By: Margaret Nicholson
Keller Gradate School
Professor: Timothy Schauer
Course: MKTG-522-20775
Marketing Management
January 25, 2015

1. Brief Description of the Daylesford Organic Farm Concept:
Daylesford concept is centered on a working organic farming. The farm was originally established by Carole Bamford. Dayleford has a passion for seasonal, ethical produce that has translated into two London-based farm shops and cafes and seasonal organic, produce sold in Waitrose and other independent stores nationwide. Daylesford has won over 60 national and international awards over the last 3 years for their
This can be done by introducing organic food recipes in the restaurant 's menu. People usually love dining out with friends and family. Choosing the perfect place to dine out can be a difficult task especially if you want to have organic meal. So the idea of incorporating organic food meal in local restaurants can work wonders for people who are health conscious. The next idea is to include the food benefits derived by the consumption from such organic food next to each recipe or by adding supporting websites. Such nutritional information may help people to become aware of the major benefits that organic food has. US population accounts more than 313 million. This population is subdividing into three groups. The Baby Boomers are those who were born during the years followed by World War II which lasts until 1964. Next group is Generation X, they consists of people born from 1965 through 1976. Third is Millennial also known as Generation Y which comprises of people born between 1977 and 2000. Based on the subdivision I would like to target Generation X people. From a marketing standpoint, GenXers tend to research before they indulge in any kind of purchase. They prefer quality over quantity. For many of these GenXers family is their first priority. They are also very career oriented, well-educated and they pose hefty purchasing power. Hence the concept of organic food can best be
It forbids the manufacture or sale of adulterated or fraudulently labeled foods and drugs. Wheeler-Lea Act (1938) makes deceptive, misleading, and unfair practices illegal regardless of injury to competition. Places advertising of food and drugs under FTC jurisdiction. Lanham Trademark Act (1946) Protects and regulates distinctive brand names and trademarks. Fair Packaging and Labeling Act (1966) Provides the regulation of the packaging and labeling of consumer goods. Requires that manufacturers state what the package contains, who made it, and how much it contains. Consumer Product Safety Act (1972) establishes the Consumer Product Safety Commission and authorizes it to set safety standards for consumer products as well as exact penalties for failing to uphold those standards. Nutrition Labeling and Education Act (1990) Requires that food product labels provide detailed nutritional