Customer segmentation is the process by which you divide your customers up based on common characteristics – such as demographics or behaviors, so you can market to those customers more effectively. These customer segmentation groups can also be used to begin discussions of building a marketing persona.

1. 4.1 Customer Segments
The main customer segments for the Lord of Oceans brand are initially the supermarkets and the
restaurants. These are the prime customers of our brands. The restaurants will be ordering their
orders after coming into agreement with us on regular intervals and the supermarkets would also
be provided on a bulk or as required. There may be intermediaries who may be used for further
expanding into retail and supermarkets as such, thus agreements with wholesalers would also be
existent in our business model. Order maybe provided directly to retailers as well in order to
enhance the portfolio of customers. Moving forward with our brand, hotels with 3 stars plus ratings
would be shortlisted for our products and agreements would be signed with those hotels and this
will further enhance our customer base (Dudin, Kucuri, Fedorova, Dzusova, & Namitulina, 2015).
These are the main customer segments based on type which will be targeted once the brand is
established.
4.2 Value Proposition
The value proposition for the brand Lord of Oceans would be that first of all it would help in
solving the problem of increased demand in the market and this would also help in increasing the
profitability of the business. Furthermore, the product which will be provided to the customers
would be a high-quality product, sourced from both locally and imported from global players.
Furthermore, since there is a lot of competition, the main factor of differentiation would be price
(Hong, Ching, & Fauvel, 2013). By procuring local produce, the demand of the Australian will be
met and our brand can differentiate on the basis of price as well as the price for locally produced
items is somewhat inelastic.
4.3 Channels
The Channels include both marketing and distribution channels. For marketing, the channels
would include meeting with potential clients and existing clients to upsell our products.
Furthermore, in the age of digital advancements, social media is a prime influencer and hence it
would be used as a mode of marketing for retailers, restaurants and other customers as well.
Talking about the distribution channels for our brand, the delivery would be based on order-based
system, with the customers placing orders with our sales team and acquiring the product within
the defined Turnaround Time (TAT) which would be developed considering the placement of our
customers and our warehouses and considering out fleet of vehicles (Hunger & Wheelen, 2010).

2. Other than that, for marketing at supermarkets, brochures and posters would be required and both
ATL and BTL activities would be performed to enhance the brand image in the minds of the
consumers.