Segmenting and Targeting Markets
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discussion board for a marketing class
Imagine you are a marketer for a major brand of orange juice and over the recent years, there has been a lot of competition in this product category. For this discussion think of how you can use usage situation segmentation (occasion) to broaden your product’s appeal. Broadening the appeal requires thinking about who currently uses the product, and determining a way to get more people to use the product OR people to use more of the product.
Do not, I repeat, do not discuss any promotional, pricing, distribution, or product changes without first clearly establishing usage situation segments. Age, gender, income (and other demographic), and/or geographic segments are not appropriate for this discussion.
Answer preview
As a marketer from a major leading brand in orange juice production, I would ensure that I pay close attention to the top 20% customers of the firm’s product. The group of customers represents those who adequately ensure the largest amount of turnover of up to 80% of the firm’s revenue. I would remain in a better position to understand the customer’s concept of effective services and appropriately evaluate possible product increase in the market. Also, ensuring that the market remains customer oriented would show…
(350 words)