![MARK804 T1 2019 Tutorial Week
2
In earlydayscerealswere knowntobe children’sbreakfast mealswhichcontainedhighamountof
sugars andfoodcolouringtoget attentionandcreate an appetite forkids. Butwiththe change in
behavioursandnutritionbenefitshave reachedtoall age categoriesandnow mostof the people
consume cereal astheirbreakfastmeal.
TargetingStrategy
In the modernworldpeople tendtobe interestedonhealthy lifestylescomparedtothe past.When
namedas “Plus”make the customersfeel thatthere are addedvalue comparedtoa normal product.
As mentionedearlierfollowedbythe HSRratingUncle Toby’sCalciumPlushave beenable toattract
itstarget audience fromthe restof the products.
Similarly,otherbrandssuchas Kellogg’sSpecial Krange & Nestle Fitnessrange alsohave developed
productswhichare richin Calcium,Omega3,Fibre whichcompeteswith“calciumplus”.
Reference
Nancy Choi, M. (2019). Calcium: Health benefits, foods, and deficiency. [online] Medical News Today.
Available at: https://www.medicalnewstoday.com/articles/248958.php [Accessed 13 Mar. 2019].
Mohammed, R. (2018). The Good-Better-Best Approach to Pricing. [online] Harvard Business
Review. Available at: https://hbr.org/2018/09/the-good-better-best-approach-to-pricing [Accessed 13
Mar. 2019].
Segmentation Study Guide, (2019). [image] Available at:
https://www.segmentationstudyguide.com/understanding-market-segmentation/market-segmentation-
examples/example-market-segmentation-breakfast-foods/ [Accessed 13 Mar. 2019].](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)
Recommended
More Related Content
Similar to Uncle Toby Marketing Segmentation
Similar to Uncle Toby Marketing Segmentation (18)
Recently uploaded
Recently uploaded (20)
Uncle Toby Marketing Segmentation
- 1. MARK804 T1 2019 Tutorial Week 1 Answer: Whenwe start our day inthe morningbreakfast playsanimportantrole to supplyourenergy requirement.Withthe busylife styleof people seekforeasyoptionstomake foodwhere cereal has become a favourite amongotheroptions.Cerealsare made fromgrainswhichcontainsourbodies mostpreferredfuel source carbohydrates. Inthe currentmarketthere are countlessnumberof famouscereal brandswithdifferentflavoursandingredientssuchas Kellogg’s,Nestle, Uncle Toby’s, QuakerOats etc. For cereal manufacturersunderstandingthe marketsegmentationandcustomerlifestyle isstrictly importantinordercapitalize andgaina marketshare out of breakfastcereals. Uncle Toby’sCalciumPlus Thisproduct isone of the favouritesamong“plus”categorycalciumisanessential needfor humans, but itis more importantforgrowingadolescents tostrengthentheirbones aswell as forelderly women tofightagainstosteoporosis andarthritis(NancyChoi,2019). Andalso“CalciumPlus”has a 4.5 ratingfrom the HealthStar Rating(HSR) systemwhichindicates thatithaslessharmful ingredientssuchassugars, colouring, saultsanditcontainsnutritiousingredientsandrichin vitamins. Secondlywhenwe compare otherproducts“CalciumPlus”fallsinto“Best”accordingto“Good, Betterand Best”pricingcategories (Mohammed,2018) whichmeansthere are otherproductswhich are cheapercomparedto “CalciumPlus”. Butin those products richnessin nutrition’s and healthiness wouldbe much lower.Therefore,thisproductsegmentedbasedonAge,lifestyle& income factorsof consumers.People who prefertobe more concernabout there healthcompared to the rest of the consumerswouldbuythisproduct. Figure 1 (Segmentation Study Guide, 2019)
- 2. MARK804 T1 2019 Tutorial Week 2 In earlydayscerealswere knowntobe children’sbreakfast mealswhichcontainedhighamountof sugars andfoodcolouringtoget attentionandcreate an appetite forkids. Butwiththe change in behavioursandnutritionbenefitshave reachedtoall age categoriesandnow mostof the people consume cereal astheirbreakfastmeal. TargetingStrategy In the modernworldpeople tendtobe interestedonhealthy lifestylescomparedtothe past.When namedas “Plus”make the customersfeel thatthere are addedvalue comparedtoa normal product. As mentionedearlierfollowedbythe HSRratingUncle Toby’sCalciumPlushave beenable toattract itstarget audience fromthe restof the products. Similarly,otherbrandssuchas Kellogg’sSpecial Krange & Nestle Fitnessrange alsohave developed productswhichare richin Calcium,Omega3,Fibre whichcompeteswith“calciumplus”. Reference Nancy Choi, M. (2019). Calcium: Health benefits, foods, and deficiency. [online] Medical News Today. Available at: https://www.medicalnewstoday.com/articles/248958.php [Accessed 13 Mar. 2019]. Mohammed, R. (2018). The Good-Better-Best Approach to Pricing. [online] Harvard Business Review. Available at: https://hbr.org/2018/09/the-good-better-best-approach-to-pricing [Accessed 13 Mar. 2019]. Segmentation Study Guide, (2019). [image] Available at: https://www.segmentationstudyguide.com/understanding-market-segmentation/market-segmentation- examples/example-market-segmentation-breakfast-foods/ [Accessed 13 Mar. 2019].