National Food Marketing Plan
SEGMENTATION VARIABLES
We have segmented the US dairy market on characteristics of people:
Geographic
Region: California, Great Lakes (highest sales region), Mid-South, Northeast, Plains, South Central, Southeast, West. (Appendix I)
Density: Urban, suburban
Demographic
Age: Above 10 years
Gender: Male and Female
Income: $5, 000 and above
Occupation: University Students, Professional Working People, Housewife
Race: All: Asian, Black, White, and Native
Social Class: Lower middle Class, Middle upper class, Middle-Middle class.
Psychographic
Activities: Health related, education, Convenience
Interest: Outdoors, Active, sports, fashion, family values
Opinion: Social concern
Lifestyle: Most of them dependent on parents, no major responsibilities, importance of school, work and social life
Behavioural
Benefits sought: Communication benefits: (Juan G. T., (2008)) * Nutritional information * Informational text on history of product
Functional Benefits: * Dairy products are healthier than junk foods * Fairly obvious calcium, vitamins and minerals * reduction of disease risk
Perceptual benefits: * quality/ price * social standing/nice packaging
Usage rate: Hourly-basis, daily-basis, weekly basis.
User status: Non-user, regular user
Loyalty status: None, medium, strong
Targeting
After the practice of segmentation, we sum up our target consumer is educated female that include university students, professional working female and housewife. National foods will focus on these three groups of people, because they are the potential user that fit our new product.
Healthy products such as yogurt drinks are positioned as tasty and nutritious snack with dairy benefits, and low fat type of yogurt has largest market share in the yogurt market (see Appendix VI). On-the-go yogurt drinks feature young people friendly packaging and moms like it as nutritious “lunch box suffer”.
We have segmented the US dairy market on characteristics of people:
Geographic
Region: California, Great Lakes (highest sales region), Mid-South, Northeast, Plains, South Central, Southeast, West. (Appendix I)
Density: Urban, suburban
Demographic
Age: Above 10 years
Gender: Male and Female
Income: $5, 000 and above
Occupation: University Students, Professional Working People, Housewife
Race: All: Asian, Black, White, and Native
Social Class: Lower middle Class, Middle upper class, Middle-Middle class.
Psychographic
Activities: Health related, education, Convenience
Interest: Outdoors, Active, sports, fashion, family values
Opinion: Social concern
Lifestyle: Most of them dependent on parents, no major responsibilities, importance of school, work and social life
Behavioural
Benefits sought: Communication benefits: (Juan G. T., (2008)) * Nutritional information * Informational text on history of product
Functional Benefits: * Dairy products are healthier than junk foods * Fairly obvious calcium, vitamins and minerals * reduction of disease risk
Perceptual benefits: * quality/ price * social standing/nice packaging
Usage rate: Hourly-basis, daily-basis, weekly basis.
User status: Non-user, regular user
Loyalty status: None, medium, strong
Targeting
After the practice of segmentation, we sum up our target consumer is educated female that include university students, professional working female and housewife. National foods will focus on these three groups of people, because they are the potential user that fit our new product.
Healthy products such as yogurt drinks are positioned as tasty and nutritious snack with dairy benefits, and low fat type of yogurt has largest market share in the yogurt market (see Appendix VI). On-the-go yogurt drinks feature young people friendly packaging and moms like it as nutritious “lunch box suffer”.
References: Antle, John. 1999. “The New Economics of Agriculture.” American Journal of Agricultural Economics. Vol. 81, #5, pp. 993-1010. Clifton, D O & Harter, J K (2003), “Investing in Strengths” Datamonitor (2009), “Yogurt products in US market”, available at: www.commentwire.com (accessed December 2, 2009). Elaine Magee, MPH, RD (2010), “What 's tasty, easy, and has lots of health benefits? Yogurt!” available at: http://www.webmd.com/food-recipes/features/benefits-yogurt (accessed May 14, 2011) James H Juan Guillermo Tornoe, “Hispanic Marketing Basics: Segmentation of the Hispanic Market,” January 18, 2008, Leon Schiffman and Leslie Kanuk, Consumer Behavior, 10th ed Manta Media Inc. 2011, available at: www.mantamedia.com (accessed May 15, 2011). McDonald, M., Rogers, B. and Woodburn, D. (2000), Key Customers – How to Manage Them Profitably, Butterworth-Heinemann, Oxford. Smith, Wendell. 1956. "Product Differentiation and Market Segmentation as Alternative Marketing Strategies.” Journal of Marketing. July pp 3-8. U.S. Department of Labor, Bureau of Labor Statistics, Employment and Earnings, 2009 Annual Averages and the Monthly Labor Review, November 2009 Vignali, C US Yogurt Market: Rolling 52 weeks ending November 4, 2009 By Region