Marketing project segmentation tree PDF

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Summary

Segmentation tree for final project. A sgementation tree is a tree that maps out...

Description

Segmentation approach: A Lifestyle approach to market segmentation is the most appropriate approach for Chipotle. This is because Chipotle appeals to families and people on the go. This approach will result in the correct positioning for Lifestyles that heavily favor this type of product. Positioning statement: For people on the go or families who seek healthy, customizable meals made from ethically sourced food, Chipotle is the best option because of its fresh ingredients served within minutes of ordering.

People on the go

Health-conscious consumers

Quick Service

Fresh ingredients

Wide range of options/ customizability

Quick Service

Fresh Quick Ingredients Service

Benefits Sought: -Wide Range of options/ Cutomizability - This segment is for those who want healthy options but have diet restrictions. They might want to avoid certain foods, so they come to Chipotle since it’s easy to pick and choose what goes on your food/ -Fresh Ingredients - This segment relates to individuals who emphasize and focus on their food being locally grown and/or organic. -Healthy - this segment is for those that need something quickly but also want healthy food. They value both the quality of their food and how easy it is to go get. -Quick - this segment is for people that need something quickly and easily. They don’t have a lot of time, so they need food that’s already made and easy to get....