Segmentation targeting and positioning PDF

Preview

Summary

Download Segmentation targeting and positioning PDF

Description

Segmentation Targeting and Positioning Woolworths have a wide range of breakfast cereals that catering for different types of consumers. For this consumer research we will only be focusing on two segmentations. These two consumers segmentations are children in primary school aged 6-12 years of age and mothers that have children aged 6 -12 years of age. Children aged 6-12 years of age, who are most interested in things colourful, appealing to the eye and things that taste sweet. Mums that are wealthy who have young children aged 6-12 years of age, they are most concerned about the health nutrition it has in cereals, the price of the cereal and the taste that will satisfy both parent and child. Brands such as Kellogg’s, Nestle, Weetbix and Uncle Toby’s specifically target young children and mothers. These cereal brands use a mix of demographic, behavioural and geographic segmentation ‘Armstrong 2017’ when trying to target the two consumers which are children and mothers. These cereal brands also use differentiation targeting strategy to make its products available across different areas. Breakfast cereals uses benefit-based positioning strategies to highlight the benefits of their cereals. Here is a positioning map stating the decision making from highest to lowest price and quality of breakfast cereals and if it’s either kid friendly or not when buying breakfast cereals for children and mothers. In this position map it has come to show brands Kellogg’s, Nestle and Uncle Toby’s are the best cereals in the market and that the two consumers would buy these cereal brands due to its benefits of price, quality and kid friendly approval, unlike Weetbix and Woolworths brands which are lacking in some of these criteria’s.

Positioning Map for Mothers

High Price

Jordan’s Uncle Toby’s

Weetbix

Kellogg’s

Low Quality

Woolworths Brand Positioning Map for Children

Low Price

Nestle

High Quality

High Quality

Weetbix

Messy Monkey Sultana Bran Milo

Coco pops

Not Kid Friendly

Frosties Rice Bubbles

Kid Friendly

Woolworths Brand

Low Quality Breakfast cereals in the market should come up with an opportunity of making the cereals healthier by not having too much sugar, sodium, artificial preservatives and fats. According to ‘Consumer Reports’ a healthy cereal should have ‘’5g of fibre or more, 3 grams of fat, maximum of 140g of sodium and 8g of sugar. Maybe cereal brands such Kellogg’s and Nestle should come with an original vegan alternative to their delicious sugary kid friendly cereal. For example, Milo chocolate malt. They created alternative to milo such as protein milo and they also created a vegan Milo. Kellogg’s should create for example vegan coco pops that taste just exactly like the original coco pops but vegan with more fibre, less fat, sodium, sugar but made with affordable plant-based ingredients. To make this appeal to young children in primary school and mothers to young children in primary school, the packaging and quality of the cereal must be appealing to the eye and quality of the cereal is just exactly like the original. It must affordable for middle class mothers so that they can purchase the cereal for their child.

References

Armstrong 2017, Principles of Marketing, Pearson Australia, Melbourne. Available from: ProQuest Central. Consumer Reports, 13 Tasty and Nutritious Breakfast Cereals, 27 th August 2014, online video, viewed on the 4th April 2020, ....