Congratulations!
Your team has just been hired by a leading coffee manufacturer to help determine which market segments they should pursue for their new coffee line.
The beans used to make this coffee are different from other coffee beans in that the caffeine in the coffee does not cause insomnia hours later. A coffee drinker can enjoy the coffee at 10 pm and be sound asleep at midnight. Yet it has all the short-term characteristics of a regular cup of coffee, unlike decaf.
Using the bases of segmentation in Table 13.3 (page 421) list as many different segments for the new coffee as you can in fifteen minutes.
7 comments:
Group members: Rachel F., Melanie C., John R.
Issue: Unemployment has recently increased to 15%.
- 15 year-olds to 65 year-olds
- males and females
- people who still have jobs and have a high income
- college kids
- people with jobs such as business men, teachers, doctors,etc.
- people who want benefits of caffiene
- people who are alwasy busy
- urban areas + businesses
- people who have a history of drinking coffee
- people who are tired and need to stay awake
- people who have purchased from this brand in the past
Lisa, Kelsey, Andrea, Mike Muha
Issue: The US is currently facing a severe recession.
1. Age- middle aged
2. Race- all different
3. Income- middle and upper class
4. Education- college graduates
5. Occupation- people who work in the city or are near coffee shops. Have solid, dependable jobs.
6. Lifestyle- busy, on the go, always traveling
7. Region- states who aren't as affected badly by the recession. Mostly in urban and suburban areas.
8. Price sensitivity- reasonably priced coffee. Much lower than Starbucks.
BJMM
Issue: Unemployment has recently increased to 15%.
1. College students
2. Employed people (ages 30~50)
3. Teachers
4. Alcoholics
5. Policemen
6. Doctors
7. Anyone who works late hours
8. Companies that need coffee
9. Small cafe's
10. Watchmen (security guards)
11. Pilots
12. Miners
13. Blue Collar workers
Arabi, Dena, Madonna
Issue: The same effects of the coffee can be easily converted into delicious coffee ice cream.
Anyone teenager who likes the flavor of coffee but doesn't like to drink it.
Anyone that loves coffee and want something cold on a hot day.
Any ice cream lover.
People that work a lot and need the extra energy boost.
People who need to sleep early but want a taste of coffee first.
Kids who love the flavor of coffee.
Popele who love coffee flavored candy.
Anyone who doesn't want to go to starbucks and wants a quick energy boost.
People who don't like making coffee in their homes.
Lauren, Nilisha and Sabrina (:
ISSUE: Researchers have found something in the coffee that enhances brain capacity.
Demographic -
1. Age: Focused on college students and the working class (On average, 18-55 year olds).
2. Gender: Both men and women.
3. Race: ALL
4. Ethnicity: ALL
5. Income: All incomes will be able to afford this cheap but flavorful coffee. We are focusing on the working class.
6. Occupation: This product is focused on people in all workforce environments, including office jobs. Also aimed towards late night jobs, such as bartending or working night shifts.
7. Family size: ALL
8. Family life cycle: Aimed towards hectic schedules that need a quick boost.
9. Religion: ALL
10. Social class: ALL
Psychographic:
- Personality attributes: Hard workers and people who strive to get stuff done; this coffee will boost energy to do that. People who have trouble focusing or bad memory when studying can use this. It enhances brain capacity, so that will help them focus and remember what they need to.
- Motives: To efficiently work, even when tired.
- Lifestyle: People under stress or running against time. In addition, people with late jobs and people who cram information or need to remember a lot in a short amount of time can use this product. Since it enhances brain capacity, they will be able to manage their daily tasks.
Geographic:
Area of interest: Cities or places of a dense population. Also places where there are a lot of industrial and corporate workers and college towns.
Behavioristic:
A. Volume usage = People can continuously use this to enhance brain capacity.
B. Benefit expectations = Customers should expect to enjoy a delicious cup of coffee while storing information and efficiently working.
C. Brand loyalty = We are aiming this product to be sold by customers who are very loyal to companies whos' products they purchase. We want them to enjoy our product to further promote by word of mouth.
D. Price sensitivity = Since our product will be fairly cheap and affordable, customers hopefully will not worry about the price. We want to attract customers that think the product is worth the price; in other words, we want frugal but hopeful customers.
Angela, Madison, Christina
Issue: The same effects of the coffee can be easily converted into delicious coffee ice cream.
Segments:
1. Geographic- Worldwide, mainly in areas with large amounts of consumers. Mainly in cities, where people are always busy and working. Ice cream can give them a boost while the effect doesn't last long.
2. Customer Type- People that are constantly working- such as office workers, teenagers, and college students. If they need a short-term boost to finish a paper, they can have the ice cream.
3. Buyer Behavior- Different corporations that sell coffee and ice cream can distribute this specific coffee ice cream. For example, this would most likely attract Dunkin Donuts, Starbucks, and Baskin Robbins.
4. Demographic - This product is targeted at the working force and anyone that enjoys the rich taste of coffee. Age usually ranges from 12 years old to anyone older. Both genders, and people of all ethnicities and different ranges of education can enjoy this coffee ice cream. Family status does not play a role in this market. The customer income includes all social classes as anyone who has a little pocket change can enjoy delicious coffee ice cream.
5. psychographic - Values and morals do not really affect the customer range. People with busy lifestyles are the usual customers.
6. behavorial - Because the coffee ice cream will be made from a variety of brands of coffee beans, customers who are loyal to a certain brand will be able to continue having that loyalty. The price of coffee ice cream is about the same as the average cup of ice cream or the carton of ice cream.
Because our coffee ice cream is made from a range of coffee beans and it is relatively cheap, the customer range is hard to specify. Of course, certain types of the ice cream will be popular in more areas than others because only certain coffee beans may be used in that area.
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