Marketing and Advertising Case Study
1. Do you think that the information about segmentation is enoughto develop a segmentation scheme for the brand?
Yes. The information is not completely adequate but it is enough toforge a discernible segmentation scheme for the Go Organic frozenfoods. The current data on competition in the organic food industryand the current government reports on consumption of organic andfrozen dinners as well as implications on obesity were sufficient toadvice on the way forward for the company.
2. Which information do you consider more valuable, the trendsCarol was looking at or the facts in the article? Why?
The facts on the article are the valuable information required. Carolhas her own inhibitions on the way forward because she need tocontinue to sell only healthy foods to fulfill Mr. Sierra’s desireto curb obesity, but the stiff competition in the organic food marketand government report advise otherwise. The article facts highlightthe actual trends in the country and the company needs to adapt newsegmentation scheme to address the issue to gain a larger marketshare by tapping on the untapped groups.
3. What trends would you consider as you developed a segmentationstrategy?
The trends to consider are on consumption of either frozen dinners ororganic foods based on gender, age brackets, ethnic groups, educationlevels and income levels. The report shows that different parametersin human consumption reflected on the sales of these foods. Womenconsumed more of organic foods than frozen dinners and should befactored in the plan. The age bracket of between 35-64 years inparticular, consumed more organic foods than frozen dinners offeredby the company. Caucasian and Asian populations also consumed lessfrozen healthy diners and needed to be categorized in the plan. Highschool graduates, college graduates and masters level consumersmarket was untapped too and plan to reach it was needed. High incomeearners in $100k and more brackets, consumed more of organic feeds atthe expense of the frozen dinners and a plan for them was necessarytoo.
4. Do you feel that the segmentation strategy should be based onadding new purchasers to the brand or adding frequency to currentbuyers?
The plan should target both new and existing consumers. Thesegmentation should be aimed at adding new purchasers to the brandand also improving on the existing buyers through productdifferentiation, rebranding and increasing variety. The main aim,however, should be directed on winning new customers from theuntapped market. The big consumers of organic food should be reachedto lure them into loving frozen dinners which were healthier andreduced obesity cases.
5. What would be the ideal information to have to make thisdecision?
The ideal information should have been the actual numbers ofconsumers rather than average statistics. Data on why the differentconsumers preferred a specific line of organic foods should also bepresent to guide the decision since every sub-group has reasons fortheir choice. Financial data of the company is also necessary toenable the choice of marketing and advertising strategy to carry out.Some marketing strategies may be very expensive for the company.
6. Would you go with the information you have or recommend thatyou take more time and do primary research on the market beforemaking a decision?
I would go with the information I have. Time is usually of essenceand lagging behind to find sufficient data would be detrimental tothe sales and profitability of the company. It is usually a goodthing to work on what you have if the information is credible andgives a real reflection of the market. I would proceed with thesegmentation plan.