MGCR 352 Marketing Project
Identification of Potential Consumer Segments
The potential consumer target markets fall into two categories; the segments will be referred to as “Suburban Select” and “Young & Active”.
“Suburban Select” Segment
The Suburban Select segment comprises of Canadian parents between 35 to 49 years of age with university level education or postgraduate degrees; the life cycle is considered to be middle-aged achievers. This segment consists of Canada’s up-and-coming business class families; an affluent suburban family with dual-income couples (Household income $75M+) typically living with at least one child aged 12 to 17 years (Household size 3+). Given the segments’ high percentage of professionals, senior managers, and business owners there is decidedly a professional tone to this cluster. These consumers enjoy a financially comfortable, fast-paced and busy lifestyle; they frequently enjoy outdoor family activities such as bicycling and ice-skating, and often go on fun family weekend getaways. These consumers are considered active and health-conscious often engaging in sports activities, and are much more likely than average Canadians to jog, take aerobics classes, and play sports such as tennis and golf. Many take pride in their healthy lifestyle, telling researchers “I feel guilty when I eat junk food”.
The benefits this segment would seek in our product is the convenience factor it offers; which caters to accommodate their busy work-life schedules, as well as provide a healthy snack alternative that is appeasing to the appetite yet low on calories. This segment is more likely to be critical of ingredients, and scrutinizes nutritional labels carefully. Parents are often concerned about the nutritional benefits of products they are feeding to their families; it is important to emphasis the health factors and high quality standards of our product to this segment especially, in order to gain their confidence and trust in our product. (Appendix A).
“Young & Active”
The potential consumer target markets fall into two categories; the segments will be referred to as “Suburban Select” and “Young & Active”.
“Suburban Select” Segment
The Suburban Select segment comprises of Canadian parents between 35 to 49 years of age with university level education or postgraduate degrees; the life cycle is considered to be middle-aged achievers. This segment consists of Canada’s up-and-coming business class families; an affluent suburban family with dual-income couples (Household income $75M+) typically living with at least one child aged 12 to 17 years (Household size 3+). Given the segments’ high percentage of professionals, senior managers, and business owners there is decidedly a professional tone to this cluster. These consumers enjoy a financially comfortable, fast-paced and busy lifestyle; they frequently enjoy outdoor family activities such as bicycling and ice-skating, and often go on fun family weekend getaways. These consumers are considered active and health-conscious often engaging in sports activities, and are much more likely than average Canadians to jog, take aerobics classes, and play sports such as tennis and golf. Many take pride in their healthy lifestyle, telling researchers “I feel guilty when I eat junk food”.
The benefits this segment would seek in our product is the convenience factor it offers; which caters to accommodate their busy work-life schedules, as well as provide a healthy snack alternative that is appeasing to the appetite yet low on calories. This segment is more likely to be critical of ingredients, and scrutinizes nutritional labels carefully. Parents are often concerned about the nutritional benefits of products they are feeding to their families; it is important to emphasis the health factors and high quality standards of our product to this segment especially, in order to gain their confidence and trust in our product. (Appendix A).
“Young & Active”